| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| Introduction | 第9-11页 |
| Chapter 1 An Overview of Cause Marketing | 第11-31页 |
| ·Cause Marketing and its benefits | 第11-19页 |
| ·Definition of Cause Marketing | 第11-13页 |
| ·Literautre review | 第13-16页 |
| ·Cause Marketing objectives | 第16-18页 |
| ·Types of Cause Marketing programs | 第18-19页 |
| ·Development of Cause Marketing | 第19-20页 |
| ·The benefit of Cause Marketing to corporations | 第20-28页 |
| ·Enhancing corporation and brand image | 第22-23页 |
| ·Increasing visibility and sales | 第23页 |
| ·Improving employee and customer loyalty | 第23-26页 |
| ·Promoting both economical and social effects | 第26-28页 |
| ·Corporations should use Cause Marketing | 第28-31页 |
| Chapter 2 An Analysis of the Cause Marketing Development in China | 第31-38页 |
| ·Overall view of current Cause Marketing strategy of Chinese enterprises | 第32-33页 |
| ·Chinese enterprises' misunderstandings of Cause Marketing | 第33-35页 |
| ·Wrong focus of the Chinese enterprises | 第33-34页 |
| ·No strategic Cause Marketing plan | 第34页 |
| ·No long term strategy | 第34-35页 |
| ·Lack of the enterprise culture involvement | 第35页 |
| ·The advantage of Chinese enterprises in Cause Marketing | 第35-38页 |
| ·Cultural advantage | 第35-36页 |
| ·Passionate in involving into cause activities | 第36-38页 |
| Chapter 3 Cause Marketing in Bayer HealthCare | 第38-50页 |
| ·Bayer group's social responsibility worldwide | 第38-39页 |
| ·Bayer HealthCare's Cause Marketing strategy in China | 第39-49页 |
| ·Cause-related activities play a vital role in BHC's strategy | 第41-42页 |
| ·Characteristics of Bayer's Cause Marketing strategy | 第42-49页 |
| ·Achievements of Bayer HealthCare in China | 第49-50页 |
| Chapter 4 The Experience Chinese Enterprises Can Learn from Bayer HealthCare | 第50-58页 |
| ·Responding in the right time | 第50-52页 |
| ·Choosing the right cause project | 第52-53页 |
| ·Making a long term strategy | 第53-55页 |
| ·Choosing the right partner | 第55-56页 |
| ·Be creative in planning Cause Marketing activities | 第56-58页 |
| Conclusion | 第58-60页 |
| Reefrence | 第60-63页 |
| Acknowledgements | 第63-64页 |
| 附录 | 第64页 |
