企业公益营销——构建我国和谐社会之良策

公益事业作为一种社会责任，越来越多的组织和企业将其视为一个深谋远虑的公关计划和长远投资的有力工具。我国企业公益营销中存在的主要问题是无论从规模、捐款额及管理水平上都无法与发达国家比较。企业运作公益营销的七步法，包括确定公益主题、选择公益合作伙伴、评估公益项目、公益营销活动的策划、公益项目监管和危机应对等。

Corporate Cause-Related Marketing-Good Measure to Build up Our Harmonious Society

Public Cause,as one kind of CSR,more and more organizations and enterprises regard it as a farsighted public relation plan and a powerful tool of the long-term investment. This article points out the main issues in CRM of China and develops a sevenstep method to show the organizations and enterprises how to operate the CRM.