“好企业”为什么会干坏事?——企业社会责任营销内外一致性视角

Why Would “Good” Firms do Bad Things?——Based on the Perspective of Consistent Inside and Outside CSR Marketing

本文基于营销学和管理学方面的文献梳理出研究框架,并以蒙牛集团为样本,运用规范的案例研究方法得出了企业进行社会责任营销的理论模型。研究认为,企业通过社会责任营销塑造品牌形象,必须从两方面努力:一是以企业能力为前提,通过适当的社会责任营销活动塑造外部社会责任形象,同时做好企业内部的对应性营销,在确保雇员利益的基础上,从企业文化建设、取得各级领导支持等方面做出努力;二是关注营销效果,重视反馈意见,保持与各利益相关方的沟通,并在产品危机事件出现时勇于担当,及时修复品牌关系。

Based on marketing and management literature , and taking the famous brand Mengniu as the sample , the au-thors develop a CSR marketing framework .Results show that for firms aiming to win a responsible reputation by using CSR marketing, efforts should be put on the following two aspects .On the one hand, based on the corporate ability , when taking appropriate CSR marketing strategies to the outside world to build a responsible brand image , consistent CSR marketing to the inside employees at the same time is necessary .The corporate ethical atmosphere , leadership support and protection of employees′benefits are guarantee conditions .On the other hand , great importance should be attached to the feedback of stakeholders , the proper response and communications with outside stakeholders especially during product crisis period are vital to the brand relationship restoring .