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企业面对 SARS 的营销模式选择面对 SARS 这种疾病与灾难,基于不同市场主体的企业会有不同的反应。企业行为无非基于道德和利益两大动机,但是因为不同企业在进行营销时的具体动机有差异,其营销模式的选择也会不同。1.道德动机比较高的营销模式——善因营销。企业基于慈善行为向社会传达企业的服务理念,树立企业和品牌的良好形象,进而为企业建立良好的商业竞争环境。2.兼顾道德与利益的积极营销模式——绿色营销。绿色营销是考虑到人与环境的和谐发展,进而实现可持续发展的营销行为。3.兼顾道德与利益的消极营销模式——危
Companies face the SARS marketing model Faced with SARS disease and disaster, based on different market players will have different reactions. Corporate behavior is nothing more than two motives based on morality and interests, but because different enterprises have different specific motivations in marketing, the choice of marketing mode will be different. 1. Moral motivation is relatively high marketing model - good cause marketing. Enterprises based on charitable activities to convey the concept of corporate services, establish a good corporate image and brand, and thus establish a good business competition for the business environment. 2. Both the moral and the interests of the positive marketing model - green marketing. Green marketing is taking into account the harmonious development of people and the environment, and then to achieve sustainable development of marketing. 3. Both the negative marketing model of morality and interests - risk