政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/33953

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/33953

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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/33953

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題名:	善因行銷之行銷聯盟在台可行否？發展一種模式以辨識必要之行銷和環境因素 Can Cause-Related Marketing Alliances Work in Taiwan? Developing a model to identify necessary factors
作者:	艾凱瑞 Aston,Karri
貢獻者:	Reinfeld,William 艾凱瑞 Aston,Karri
關鍵詞:	行銷聯盟環境因素善因行銷 Cause-Related Marketing Alliances
日期:	2006
上傳時間:	2009-09-17 18:54:08 (UTC+8)
摘要:	善因行銷之行銷聯盟在台可行否？發展一種模式以辨識必要之行銷和環境因素 Cause-related marketing (CRM) alliances offer businesses and not-for-profit organizations (NPOs) a unique partnership opportunity to reach corporate and philanthropic goals. Since its inception in 1981 in the United States, CRM alliances have grown in popularity as a way for companies to increase sales and market share, open new market segments, build employee morale, differentiate their products and create brand image. For NPOs, the alliances have provided new ways to raise funds, reach out to new potential donors, increase awareness of the cause, and mobilize the public. While CRM alliances have been for the most part successful in the West, there is little in the way of research into the underlying factors that allow this success. For example, are there certain consumer markets that are more likely to respond positively to CRM? Are there environmental factors that encourage businesses and NPOs to partner, and that may not be present in every industry or country or do the characteristics of organizations themselves set the stage for partnership? These are the types of questions this paper address. By examining the factors that are shared across successful CRM alliances in the West, a new model is created that outlines the factors that are necessary to foster CRM within a national market. After introducing this model, we apply it to the case of Taiwan to determine if CRM is likely to succeed in the long-term on the island. We discover that business plays a strong role in driving the CRM movement in Taiwan, while NPOs and external forces play only a moderate role. Consumers, the government and outside facilitators, the other components of the CRM model, play a relatively weak role in bringing CRM alliances to the island, and therefore are the greatest challenges to CRM’s sustainability in the area. We also discover that the model needs to be modified to fit Taiwan’s unique environment. In the conclusion, future areas of research are discussed as well as recommendations and implications for the future of CRM alliances in Taiwan.
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描述:	碩士國立政治大學國際經營管理碩士班(IMBA) 94933040 95
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0094933040
資料類型:	thesis
顯示於類別:	[國際經營管理英語碩士學程IMBA] 學位論文

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