| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-14页 |
| Chapter I Introduction | 第14-20页 |
| 1. Background | 第14-16页 |
| 2. Significance | 第16-17页 |
| 3. Objectives | 第17-18页 |
| 4. Research Methods | 第18-19页 |
| 5. Research Structure | 第19-20页 |
| Chapter II Literature Review | 第20-29页 |
| 1. Definition of cause marketing | 第20-22页 |
| 2. Theoretical foundations of cause marketing | 第22-27页 |
| 2.1 Corporate social responsibility | 第23-24页 |
| 2.2 Strategic philanthropy | 第24-26页 |
| 2.3 Social marketing | 第26-27页 |
| 3. Categories of cause marketing | 第27-28页 |
| 4. Summary | 第28-29页 |
| Chapter III Case Description | 第29-35页 |
| 1. Company profile | 第29页 |
| 2. Overview of Amway China’s cause marketing achievements | 第29-35页 |
| Chapter IV Cause Marketing Environment Analysis | 第35-44页 |
| 1. External environment: PEST analysis | 第36-40页 |
| 1.1 Analysis on political environment | 第36-37页 |
| 1.2 Analysis on economic environment | 第37-38页 |
| 1.3 Analysis on social environment | 第38-39页 |
| 1.4 Analysis on technological environment | 第39-40页 |
| 2. Internal environment: SWOT analysis | 第40-43页 |
| 2.1 Analysis on strength | 第40-41页 |
| 2.2 Analysis on weakness | 第41页 |
| 2.3 Analysis on opportunity | 第41-42页 |
| 2.4 Analysis on threat | 第42-43页 |
| 3. Summary | 第43-44页 |
| Chapter V Cause Marketing Strategy Analysis | 第44-61页 |
| 1. Formulation of Cause Marketing Strategy | 第44-47页 |
| 1.1 Factors for consideration | 第44-45页 |
| 1.2 Introduction of cause themes | 第45-47页 |
| 2. Implementation of cause marketing strategy | 第47-56页 |
| 2.1 Organization Structure | 第47-49页 |
| 2.2 Project overview | 第49页 |
| 2.3 Project planning | 第49-50页 |
| 2.4 Project goal | 第50-51页 |
| 2.5 Project execution | 第51-52页 |
| 2.6 Project supervision | 第52页 |
| 2.7 Project evaluation | 第52-54页 |
| 2.8 Project communication | 第54-56页 |
| 3. Strength & Weakness | 第56-58页 |
| 3.1 Strengths | 第56-57页 |
| 3.2 Weaknesses | 第57-58页 |
| 4. Suggestions | 第58-60页 |
| 4.1 Attach more importance to the effective communication of charity projects | 第58-59页 |
| 4.2 Develop projects targeting lower tier cities to increase market penetration | 第59页 |
| 4.3 Work out incentives to encourage employees’ and distributors’ participation | 第59-60页 |
| 5. Summary | 第60-61页 |
| Chapter VI Inspirations for Chinese Companies | 第61-66页 |
| 1. Formulate a complete strategic planning on cause marketing activities | 第61-62页 |
| 2. Choose proper themes that are suitable to the actual situation of the company | 第62页 |
| 3. Integrate participation in public service activities into corporate culture | 第62-63页 |
| 4. Attach importance to the communication of public service activities | 第63页 |
| 5. Cooperate with proper partners | 第63-64页 |
| 6. Insist on carrying out public service activities every year | 第64-65页 |
| 7. Use social media to engage the public into its public service activities | 第65-66页 |
| Chapter VII Conclusion | 第66-68页 |
| 1. Conclusion | 第66-67页 |
| 2. The limitation of the study and problems for further investigation | 第67-68页 |
| References | 第68-70页 |
