善因行銷對消費者的購買決定有影響嗎? 以在台灣英語學習市場個案為列。

Does Cause Related Marketing Affect the Purchase Decision of Consumers? An Analysis of the English Language Learning Market in Taiwan

陳慈希(Tsu-Hsi Tan)

指導教授 ： 謝冠雄

共同指導教授 ： 曹承礎(Timothy Chou)

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2010年)

https://doi.org/10.6342/NTU.2010.01264

摘要

無資料

關鍵字

善因行銷 ； 台灣 ； 英語學習

並列摘要

As companies around the world are turning to the use of cause related marketing as a way to differentiate themselves, English language centres in Taiwan should too. They could increase their profit bottom line and also show students that they are a business that cares about society and their students, and so on two levels, increase their people bottom line.
Cause related marketing (CRM) is a commercial activity by which business and causes form a partnership with each other to market an image, product or service for mutual benefit. It enables companies, by publicly associating themselves with a non-profit organization, a social organization or charitable cause , to promote their product or service and raise money for the cause or organization at the same time. The highly competitive English teaching market may be a good testing ground for CRM in Taiwan. If it is successful in the English teaching market, it may well work in other markets that are not as competitive and have more appreciation for added value.

並列關鍵字

Cause related marketing ； CRM ； Taiwan ； English language centre

參考文獻

Adkins, S, (1999). Cause Related Marketing: Who cares wins, Butterworth-Heinmann

Berglind, Matthew and Cheryl Nakata (2005). "Cause-Related Marketing: More Buck Than Bang?' Business Horizons, 48 (September-October)

Kotler, P & Lee, N, (2004). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, Wiley

Nelson, R.A, (2006). Integrating public service and marketing differentiation: an analysis of the American Express Corporation’s “Charge Against Hunger” promotion program, Springer-Verlag

Polonsky, MJ and Wood, G (2001). ‘Can the Overcommercialization of Cause-Related Marketing Harm Society? In Journal of Macromarketing, 21 (1) 8-22.