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企业公益营销策略研究--基于安利公司“春苗营养计划”的案例

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

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