【摘要】 善因营销是一种有效但不可滥用的营销战略工具,其成效的影响因素错综复杂。在对善因营销的众多研究成果回顾和分析的基础上,构建了善因营销成效影响因素模型,并对模型的六大构面及其相关变量进行了探讨和论述,希望对我国善因营销的研究和实践都有所启示。更多还原

【Abstract】 Cause-related Marketing is effective,but not an abusive strategetic marketing tool,the influence factors of its effectiveness are complex.On the base of the results of research on Cause-related Marketing,the article builds the model of the influencing factors of Cause-related Marketing,and demonstrates six elements related.The article may be helpful to the research and practice on Cause-related Marketing in China.更多还原