论烟草行业公益营销策略(英文)

On Cause Marketing in Tobacco Industry

烟草企业通过公益营销活动来努力履行自己的企业社会责任。然而,由于烟草行业的特殊性,公益营销的结果总不尽如人意。其原因在于其所应用的公益营销策略缺少可持续性、系统性、公众的认可及参与以及品牌与公益之间的一致性。因此,要想成功,烟草企业就必须真心公益,选取与自身品牌有关联性的公益项目,建立长远关系,并增加公众参与度。从一些例子分析中也印证了这一点。

Tobacco companies continue every effort on performing corporate social responsibility by cause marketing campaign. However, many campaigns have failed due to the particularity of tobacco industry. The reason may be the application of cause marketing without sustainability, systemization, public approval and participation, and consistency between company and cause. Therefore, keys for success include giving from heart, selecting the relevant cause, long-term campaigns and obtaining public participation. Some case analysis can also be used to support the point of view.