房地产企业公益事业关联营销管理策略探讨
(武汉科技大学管理学院, 湖北 武汉 430081)
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[摘 要] 公益事业关联营销是现阶段发展快速而有效的一种双赢营销模式,是房地产企业的一种有效的竞争战略,能增强企业的竞争力,而且有较好的社会效益。但是双赢效果的获取,源于房地产企业对公益事业关联营销的有效计划、组织与控制。[关键词] 房地产企业;公益事业关联营销;企业竞争力Abstract: Cause related marketing (CRM) is an effective win-win marketing model with rapid development. It is not only a good competitive strategy of real estate enterprise to enhance its competency, but also a valid way to obtain good social benefit. However, in order to achieve win-win results, the enterprise should make effective planning, organizing and controlling of CRM.Key words: real estate enterprise; cause related marketing; competency of enterprise[参考文献][1]Varadarajan, P.Rajan, Menon, Anil. Cause-related marketing: a coalignment of marketing strategy [J]. Journal of Marketing,1988(3):58-74.[2]Joe Marconi. Cause marketing[M]. Dearborn Trade Publishing,2004.[3]Alsop Ronald. Perils of corporate philanthropy[J]. Wall St-reet Journal,2002(7):20-22.[4]于洋,王国成.公益营销:我国企业体现社会责任的双赢选择[J].首都经济贸易大学学报,2007(2):64-67.[5][美]菲利普·科特勒,南希·李.企业的社会责任:通过公益事业拓展更多的商业机会[M].姜文波,译.北京:机械工业出版社,2006.[6]吴小琴.房地产企业营销中的问题及对策[J].建设科技,2009(19):64-65.建筑经济,2010(12):96-99