公益行銷與企業社會責任之關聯研究

The Study of Relationship between Cause-related Marketing and Corporate Social Responsibility

劉佳唯(Chia-Wei Liu)

指導教授 ： 黃哲盛 ； 王如鈺

中原大學/商學院/企業管理研究所/碩士(2019年)

https://doi.org/10.6840/cycu201900104

摘要

隨著社會經濟環境的變化，以及消費者的意識抬頭，社會大眾對於企業的期待，已從基本的商品或是服務的供需，提升至期待企業能在獲取利益的同時，能將所得回饋給社會、幫助所需，而此種企業回饋社會的方式，可統稱為「企業社會責任」，而企業如何在顧及企業獲利的方式下，同時為回饋社會，建立企業良好形象，更為邁向一個成功企業的重要指標。
公益行銷(Cause-related Marketing，CRM)是一種以人為本，與公益團體合作，充分利用企業品牌資源，建立一個讓消費者認同的平台，透過此行銷方式，同時達到企業銷售目的、促進營銷並藉以幫助非營利組織或弱勢團體，目前公益行銷已行之有年，企業可以藉此樹立良好的形象典範，並可提升企業營銷。
本研究以B企業為研究案例，旨於探討企業如何善用「公益行銷」方式提升銷售量，且同時達到幫助非營利組織或弱勢團體之目的，並藉以幫助弱勢團體得到協助，並讓消費者在消費的過程中，感受到一己之力也能有改變世界的力量，透過此方式，不僅讓企業能在一般常見的存貨處置方式中找到新的替代方案，同時更能夠創造企業、弱勢團體以及消費者各方多贏的局面，對於企業經營而言，「公益」儼然已成為一種不可或缺的策略方向。

關鍵字

公益 ； 公益行銷 ； 企業社會責任 ； 非營利組織 ； 弱勢團體

並列摘要

With the changes in the social and economic environment, as well as the awareness of consumers. The public's expectation for enterprises has risen from the supply and demand of basic goods or services to the expectation that enterprises can return the benefits to the society and help them when they gain benefits. The way in which such enterprises give back to the community can be collectively referred to as "corporate social responsibility". How can enterprises, in the way of taking into account the profitability of enterprises, at the same time, to give back to the society, establish a good image of the company, and become an important indicator for a successful enterprise.
Cause-related Marketing (CRM) is a people-oriented, cooperative with public welfare organizations, making full use of corporate brand resources and establishing a platform for Consumer identity. Through this marketing method, at the same time achieve corporate sales purposes, promote marketing and help nonprofit organizations or underprivileged groups. At present, charity marketing has been going on for a long time, and companies can use this to establish a good image model and enhance corporate marketing.
This study uses B companies as research cases, The purpose of the company is to explore how companies can use the "Cause-related Marketing" approach to increase sales while at the same time helping nonprofit organizations or underprivileged groups, to help underprivileged groups get help. And let consumers feel the power of changing the world in the process of consumption. In this way, not only can companies find new alternatives in the common way of inventory disposal, but also create a win-win situation for enterprises, underprivileged groups and consumers. For business operations, "public interest" has become an indispensable strategic direction.

並列關鍵字

Public welfare ； Cause-related Marketing ； Corporate social responsibility ； Non-profit organizations ； Vulnerable group

參考文獻

參考文獻

中文文獻

彼得．杜拉克(Peter F. Drucker)(2015)。彼得．杜拉克非營利組織的管理聖經：從理想、願景、人才、行銷到績效管理的成功之道(20週年紀念版)，遠流出版社

英文文獻

Kotler, Philip.(1998),“Strategic Marketing for Nonprofit Organization,” 5th Ed., New Jersey：Prentice Hall.