公益营销存在的问题及对策毕业论文

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1、浅析我国公益营销存在的问题及对策 1 浅析我国公益营销存在的问题及对策 摘要：摘要：公益营销是以关心人的生存发展、社会进步为出发点，借助公益活动与消费 者进行沟通，在产生公益效果的同时，使消费者对企业的产品或服务产生偏好，并由 此提高品牌知名度和美誉度的营销行为。企业从事公益营销,虽然不能代替产品或服 务的高质量和有竞争力的价格,但是,当两种产品或服务有同样竞争力的时候,公司的 公益成绩就成为消费者选择的根据。在现代产品极多、竞争激烈的市场上,公司参与 社会公益,进行公益营销,就成为一个重要的战略优势。 但是我国企业在实施公益营销 过程中还存在很多问题，部分企业在公益赞助上往往出现一种情况：当

2、众许诺无偿赞 助若干，在大肆炒作一番之后，就没了下文，一时间引来社会各界的批评与反感。本 文就企业在公益营销中存在的问题进行阐述并提出解决问题的方法。 关键字：关键字：公益营销；经济效益；认知度 浅析我国公益营销存在的问题及对策 2 nalyses Our Public Marketing Problems and Countmeasures Abstract: Public marketing is concerned about the survival of development, social progress as a starting point, with public wel

3、fare activity and consumers in communication, public effect produced at the same time, make consumers of enterprise products or services have preferences, and by this increase brand awareness and reputation marketing behavior. Enterprises engaged in public marketing, although cannot replace products

4、 or services of high quality and competitive price, but, when two products or services have the same competitiveness, the companys public score will be consumers choice. In the modern social, products are many and competitive market, firms participate in social welfare, undertake public marketing, is a major strategic advantage. But our country enterprise in the implementation of public welfare the marketing process has many problems, some enterprises often appears a situation: public promi