基于消费者心理的公益营销影响初探——以怡宝“百所图书馆计划”为例

Exploration of Influence of Public Welfare Marketing Based on the Consumer's Psychology——Take C'estbon's “a hundred libraries Project” as an Example

选取华润怡宝作为研究对象,通过内容分析对怡宝"百所图书馆计划"公益活动对消费者心理的影响进行了探讨,认为公益营销对消费者心理的影响在于认知、情感和行为意向三个维度,其中认知方面包括市场知名度的提升、公益形象的构建和正面形象的传播三个方面;情感方面包括唤起公众对怡宝公益的支持和赞扬等积极情绪和传递正能量、推动消费者对企业的情感认同;行为意向方面包括增强消费者产品消费的行为意向和参与公益活动的行为意向。

This article selects C’estbon as the research object,through content analysis,the influence of C’estbon’s ＂hundreds of the library project＂ public welfare activities on consumers’ psychology is discussed.It is suggested that the influence of public welfare marketing on consumer’s psychology includes three dimensions of the cognitive,emotional,and behavioral intention,and cognitive aspect includes ascension of market popularity,the building of public image,and the spread of a positive image;emotional aspect includes the raise public support for C’estbon,other positive emotions and positive energy,promoting the consumer to enterprise’s commitment;behavioral intention aspect includes enhancing consumer product consumption behavior intention and behavior intention of participating in public welfare activities.