A Study On Management Mode Of China Enterprise's Cause-related Strategic Marketing

With the development of global economy, China's enterprises are facing a new marketplanning and greater challenges. How to differentiate the competition, win the trust of consumersfavor, and achieve the largest market share have become the biggest challenges.Cause-related Marketing is a new concept active in marketing in recent years. It is throughthe corporate marketing strategy and non-profit organizations or public service activities,communicate with consumers through public service activities, while generating public benefits,so that consumers have a product or service business preferences, the preference for the purchasedecisions of products the company a marketing act. It is this particular brand preference,consumers found the brand, but the value and "self-realization", which made a choice, due to thefailure by the new awareness and support.This thesis begins with background and significance of cause-related marketing through theperspective of strategic marketing analysis, summarizes research results and insufficient of thistopic in the international and domestic research and explains research propose and content of thispaper, points out research methods and technology roadmap. Then after introduction to thedefinition of public marketing knowledge and strategic marketing, the paper leads to the mainpart– construction to strategic management model of cause-related marketing., and finallytaking Jordan Community Sports Co's marketing strategy as an example demonstrates thepractical application ability of this model.The thesis aims to develop a theoretical framework by providing effective support formarketing activities of public enterprises. I will make my own contribution to helping activelythe development of the theory of marketing and public welfare undertakings in China.