关键词:公益营销;烟草行业;企业;社会责任
中图分类号:F20 文献标志码:A 文章编号:1673-291X10-0159-02
收稿日期:2010-02-18
作者简介:高妙永,女,福建厦门人,讲师,硕士研究生,从事商务英语研究。
一、Tobacco Cause Marketing under Influence of Recently, the regulation for tobacco marketing has become much sterner
There is no doubt that advertising is considered as the most effective and efficient Since the tobacco advertising ban Furthermore, smoking also permeates movies. The scenes of tobacco use in movies also help a lot in marketing. By doing so, this strategy is able to create a positive image in front of publics.
“Sponsorship of sports, entertainment and cultural events is another For instance, Marlboro is quite famous for its sponsorship of motor racing, starting from 1972
2. Significance of Cause Marketing in Tobacco Industry.Studies have sho There is an old saying that customer is king. One good comment from a customer is better than hundreds of The company That is to say, once long-term firm relationships
二、Current Problems in Tobacco Cause Marketing
1. Social Responsibility Disapproved by Customers.One of the most urgent problems is that tobacco corporate social responsibility is not universally ackno “Corporate social responsibility is crucial to the tobacco industry for restoring its damaged reputation, improving employee morale and maintaining and increasing the value of company stock ”. Ho It is really an embarrassing situation that tobacco companies continually undermine the public’s health by selling cigarettes, Thus, it is impossible to Absence of Sustainability and Systemization.One phenomenon
Sustainability claims that the Usually, this Before starting a ne In the follo
三、Tobacco companies are often regarded as a But cause marketing is beyond marketing. Therefore, there is a desperate need to find an equilibrium point of Programs should be of sincerity and transparency, In global markets, BAT has launched campaigns of reducing the smoking behavior among teenagers. By contributing funds to the programs held by charitable institutions and health organization, they declare that teenagers should be non-smokers. It is an interesting phenomenon that a tobacco company discourages the public from smoking. Through all this effort BAT has exerted, a more positive image of the brand has been created and acknoSustainable and Systematic Development in Tobacco Cause Marketing.In vie” Taking the famous tobacco brand Li Qun as an example. “Li Qun Sunshine Realizes Your Dream” project began in 2001, and it is a large scale activity of public service held by Zhejiang Tobacco and mainstream media, by means of donations to schools to help those poor students In the past seven years, “Li Qun Sunshine Realize Your Dream” project has contributed 22.2 million yuan and successfully helped more than 4,800 poor students realize their university dream. Today,
Partnerships and Cause Related Marketing: Building brands for the future. The ICFAI Journal of Brand
Management, 2006, Vol. 3, No. 1. Panjagutta,Hyderabad: ICFAI University Press.
Jocelyne, Da Ne Cause Marketing, Build Your Image and Bottom Line through Socially Responsible Partnerships, Programs, and
Events. Ne F. and Russ, A. P. Cause Related Marketing and Corporate Philanthropy in the Privately Held Enterprise. Journal of
Business Ethics, 1998, 17:1529-1539.
Marc Gobé. Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy. Ne Corporate Social Responsibility, Doing the Most Good for Your Company and Your Cause. Ne Fine. Marketing the Public Sector: Promoting the Cause of Public and Nonprofit Agencies. Ne The Effects of Taxes and Advertising Restrictions on the Market Structure of the U.S.Cigarette Market. Revie The reason may be the application of cause marketing Some case analysis can also be used to support the point of view.
Key words: cause marketing;tobacco industry;enterprise social responsibility
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