摘要：经济全球化早已成为世界发展趋势，再加上近些年来公众对社会责任、可持续发 展等概念的重视，寻求一个既能盈利又能贡献社会的营销方式越来越重要。合理运用善 因营销能提高品牌价值，还能促进企业和社会的和谐发展，也是国际化带来的重要挑战， 因此许多企业也正渴望加入到社会公益的行列中来。善因营销由此孕育而生。善因营销 是企业维系盈利和社会责任的重要纽带。而如何使公益和营销两者完美结合，便是善因 营销需要研究的重要课题。近些年国内的善因营销发展迅猛，娃哈哈便是其中一个经典 案例。在此背景下，本文以娃哈哈的善因营销发展模式为主线，围绕国内外发展现状、 营销策略等多个点进行研究，配合相应的市场调研，挖掘善因营销背后的运作模式，并 发表自己的一些薄见。66342

毕业论文关键词： 娃哈哈；善因营销；营销策略；影响因素

Research on Wahaha's Cause-related Marketing Strategy

Abstract：The economic globalization has already become the world trend, coupled with the public’s attention about the social responsibility and sustainable development concept in recent

years. As a result, to seek a method that not only become profitable but also make contribution to the society has been more and more important. Reasonable use of CRM can improve the brand value, but also promote the harmonious development of enterprises and society, but also the important challenges of internationalization. Many businesses are also eager to join the social good. The good is born from the marketing. Good marketing is an important link between corporate profitability and social responsibility. And how to make the perfect combination of public service and marketing is the important subject of good marketing.

Wahaha is one of the classic examples of good marketing in recent years. In this background, some study was done with the Wahaha's cause-related marketing strategy as the main line, around the domestic and foreign development present situation, through the research of marketing strategy, and other points with the corresponding market survey. At last, some suggestions were given.

Keywords：Wahaha; cause-related marketing; marketing strategy; influence factor

目 录

一、绪论 1

（一） 选题背景 1

（二） 研究意义与目的 1

（三） 研究的方法 2

二、  国内外研究综述 3

（一） 国外研究现状 3

（二） 国内研究现状 3

（三） 国内外善因营销对比 3

三、娃哈哈善因营销介绍 7

（一） 企业介绍 7

（二） 营销策略特点 7

四、娃哈哈善因营销影响因素实证研究 10

（一） 调研目的 10

（二） 调研价值 10

（三） 调研过程 10

（四） 研究结论 11

五、策略建议 18

（一） 与声誉好的公益组织合作 18

（二） 增强与消费者的互动 18

（三） 增加事后评估与绩效分析