我国出版集团公益营销战略的思考

Thingking about Cause Marketing Strategy in Chinese Publishing Groups

我国出版集团实施公益营销战略具有必要性和可行性。必要性方面,是其做大做强的必然要求、参与国际竞争的必要手段、现实需求的必然选择;可行性方面,从理论基础、实践基础、环境基础、公益营销效用四个维度建立可行性分析模型。

Cause marketing strategy in Chinese publishing groups is necessary and feasible. As for the necessity, it is Chinese groups＇ inevitable demand to be larger and stronger, necessary way to join in the international competition and inevitable choice for the current needs. As for the feasibility, this paper builds a model of the feasibility of the Cause marketing strategy in Chinese publishing groups from the following four dimensions： the theory basis, practical basis, environmental basis and effectiveness of Cause marketing.