论善因营销本土化

Research on the Indigenization of Cause-related Marketing

善因营销本土化面临着消费者慈善意愿不足、慈善丑闻频发、政府在慈善事业中的角色过于强势等问题。比较基督教慈善文化与儒家慈善文化的差异,可以分析上述问题的症结从而找到善因营销本土化的路径。善因营销的本土化路径包括:将慈善项目与额外的消费者利益相联系;有效传递慈善需求信息;优先做好社区慈善项目;保证产品质量;使用低调平实的宣传方式;淡化善因营销的功利色彩;区别对待慈善组织和妥善处理与政府的关系。

The development of cause-related marketing in China is hampered by multiple obstacles, such as customers＇ lacking of motivation to denote, charitable organizations or enterprises＇ involvement in scan- dals, and governments＇ strong position in charity cause. By comparing Confucian charity culture and Chris- tian charity culture, we can find the crux of the mentioned issue and the path of indigenizing cause-related marketing. The detailed path of indigenization is as follows： creating a link between charitable project and additional customer value; conveying information on charity needs efficiently; putting community charities in the first place; avoiding the quality risk of products; keeping advertisement and publicity in low key; mini- mizing utilitarian color in cause-related marketing; treating charitable organizations cautiously and keeping a good relationship with the government.