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基于品牌关系管理的企业慈善行为策略探讨 被引量:3

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摘要 品牌关系是品牌与其利益相关者之间的互动关系。企业慈善行为是品牌关系管理的重要手段。通过慈善行为,企业可以建立、维持和增强品牌关系。文章指出,企业应该以发展品牌关系、提升品牌价值作为出发点,以利益相关者为导向,树立共赢的企业慈善观,规划长期的企业慈善行为策略。
作者 钟碧忠
出处 《商业时代》 北大核心 2010年第3期74-75,共2页 Commercial
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