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題名 企業參與公益活動與公益行銷之研究
The research of corporate philanthropy and cause-related marketing
作者 游舒惠
貢獻者 別蓮蒂
游舒惠
關鍵詞 公益活動
公益行銷
品牌形象
公關
philanthropy
corporate philanthropy
Brand image
public relation
cause-related marketing
日期 2001
上傳時間 15-Apr-2016 16:11:50 (UTC+8)
摘要 企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。
參考文獻 中文部分
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天下雜誌 (1999) ，1000大特刊，天下雜誌，特刊第26期
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黃尹洲 (1989) ，企業公共事務策略之實證研究-由企業形象的觀點，國立政治大學企業管理研究所未出版碩士論文
黃俊英 (1986) ，『企業言利，未必有利』，會計研究月刊，第五期，頁25-30
黃俊英 (1992) ，行銷研究-管理與技術，四版，台北：華泰書局
黃俊閎 (1995) ，企業施行Cause-related Marketing 的消費者反應，國立交通大學管理科學研究所未出版碩士論文
楊炳韋 (1995) ，企業贊助公益活動行為之研究，國立政治大學企業管理研究所未出版碩士論文
經濟日報 (1999/09/04)
葉泰民 (1993) ，企業社會責任態度及企業從事社會責任活動意願之研究，私立東海大學企業管理研究所未出版碩士論文
詹孟真 (1996) ，理念相關行銷與涉入程度對品牌權益關係之研究，私立中原大學企業管理研究所未出版碩士論文
詹雪蘭 (1997) ，公益行銷對非營利組織之影響，國立交通大學管理科學研究所未出版碩士論文
電腦報 (1999) ，http://www.pchome.com.tw/news/881103
趙淑櫻 (1992) ，企業贊助公益廣告動機與考量因素之研究，國立成功大學工業管理研究所未出版碩士論文
趙義隆、王淑姿、劉念寧 (1990) ，大型企業贊助公益活動之研究，行政院國科會科資中心
劉念寧 (1990) ，大型企業贊助公益活動之研究，國立台灣大學商學研究所未出版碩士論文
鄭珠田 (1995) ，善因行銷活動對消費者購買行為影響之研究，國立交通大學管理科學研究所未出版碩士論文
顏長川 (1995) ，『蓮花卡效應』，動腦雜誌，第236期 (十二月號） ，頁10
顏龍蒂 (1999) ，議題相關行銷對品牌權益影響之研究，國立政治大學企業管理研究所未出版碩士論文
英文部分
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描述 碩士
國立政治大學
企業管理學系
87355035
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001396
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.author (Authors) 游舒惠zh_TW
dc.creator (作者) 游舒惠zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 15-Apr-2016 16:11:50 (UTC+8)-
dc.date.available 15-Apr-2016 16:11:50 (UTC+8)-
dc.date.issued (上傳時間) 15-Apr-2016 16:11:50 (UTC+8)-
dc.identifier (Other Identifiers) A2002001396en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85183-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 87355035zh_TW
dc.description.abstract (摘要) 企業參與公益活動在台已日漸普及，形式上也趨於多元，如公益行銷便逐漸為實務界採用。企業在公益活動參與上有不同面貌之原因以及其決策過程，企業界及消費者對公益行銷之觀感等皆為本研究重點。zh_TW
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
表目錄
圖目錄
第一章、緒論
第一節、研究背景
第二節、研究目的
第二章、文獻探討
第一節、企業參與公益活動 (Corporate Philanthropy)
第二節、企業參與公益活動之動機
第三節、企業參與公益活動之影響因素
第四節、企業參與公益活動之決策
第五節、公益行銷 (Cause-Related Marketing, CRM)
第三章、研究方法
第一節、觀念架構
第二節、研究過程
第四章、訪談分析與命題發展
第一節、企業參與公益活動之動機
第二節、企業參與公益活動之行動決策
第三節、命題發展-企業參與公益活動之動機與行動決策之關係
第四節、影響企業參與公益活動決策之因素
第五節、命題發展-企業參與公益活動之影響因素與行動決策之關係
第六節、企業對參與公益活動之效果評估
第七節、命題發展-效果評估與企業公益參與決策之關係
第八節、命題發展-過去經驗與企業公益參與決策之關係
第九節、修正後之研究架構
第五章、公益行銷活動實證研究
第一節、個案簡介
第二節、研究方法
第三節、研究結果
第四節、研究結論
第六章、結論與建議
第一節、研究結論
第二節、建議與貢獻
第三節、研究限制與未來研究方向
參考文獻
中文部分
英文部分
附錄
附錄一、受訪企業簡介與訪談內容整理
附錄二、明□電腦訪談記錄
附錄三、後測二原始問卷		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001396en_US
dc.subject (關鍵詞) 公益活動zh_TW
dc.subject (關鍵詞) 公益行銷zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 公關zh_TW
dc.subject (關鍵詞) philanthropyen_US
dc.subject (關鍵詞) corporate philanthropyen_US
dc.subject (關鍵詞) Brand imageen_US
dc.subject (關鍵詞) public relationen_US
dc.subject (關鍵詞) cause-related marketingen_US
dc.title (題名) 企業參與公益活動與公益行銷之研究zh_TW
dc.title (題名) The research of corporate philanthropy and cause-related marketingen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
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經濟日報 (1999/09/04)
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詹雪蘭 (1997) ，公益行銷對非營利組織之影響，國立交通大學管理科學研究所未出版碩士論文
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趙淑櫻 (1992) ，企業贊助公益廣告動機與考量因素之研究，國立成功大學工業管理研究所未出版碩士論文
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鄭珠田 (1995) ，善因行銷活動對消費者購買行為影響之研究，國立交通大學管理科學研究所未出版碩士論文
顏長川 (1995) ，『蓮花卡效應』，動腦雜誌，第236期 (十二月號） ，頁10
顏龍蒂 (1999) ，議題相關行銷對品牌權益影響之研究，國立政治大學企業管理研究所未出版碩士論文
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