两阶段决策下企业公益营销策略选择研究

Research on Firm's Choice of Cause-Related Marketing Strategy with Two-Period Decision-Making

公益营销是指由企业制定和实施,向特定慈善机构等进行特定捐赠,进而增加消费者购买的营销活动.以企业公益营销为视角,构建两阶段决策模型,探讨企业在四种公益营销策略(第一阶段进行公益营销、第二阶段进行公益营销、两阶段均进行公益营销和不进行公益营销)中的选择问题,并分析公益投入力度、公益阶段间隔时间和社会公众效应等因素对企业实施公益营销策略选择的影响.研究表明:1)企业在两阶段公益营销中的最优策略是每阶段投入相同的公益力度.2)由于存在社会公众效应,企业选择第一阶段公益营销是第二阶段公益营销的占优策略.3)消费者社会责任感越强烈,企业越倾向选择两阶段公益营销且实施公益营销获益更大.4)两阶段公益营销适合“多期少投入”的策略,而单阶段公益营销适合“短期多投入”的策略。

Cause-related marketing(CRM)involves firms making donations to specific charities to boost consumer demand for their products.This paper presents a two-period decision model to explore a firm's CRM strategy choice across four cases:CRM only in the first period(ON),CRM only in the second period(NO),CRM in two-periods(OO),and no CRM strategy(NN).Additionally,we examine how factors such as donation efforts,marketing time interval,and social public effect(SPE)influence the firm's CRM strategy choice.Our key findings are as follows:1)Allocating equal donation efforts in each period is the optimal strategy for the firm in a two-period CRM campaign.2)The ON strategy is preferable to the NO strategy due to the existence of SPE.3)The stronger consumer social responsibility,the more the firm tends to choose the OO strategy and benefits more.4)The OO strategy is applicable to carry out long-term but lower donation CRM campaigns,while both ON and NO strategies are applicable to carry out short-term but higher donation CRM campaigns.