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营销战略的失败导致绩效的急速下滑是企业遭受重挫的原因之一,由此不禁令人思考企业在追求利润制定营销策略之时是否忽略了其他利益相关者的利益。一个对社会责任有良好担当的企业,能够较大的提高企业营销绩效,避免企业营销战略的失误,使企业真正走上可持续发展的道路。营销绩效的研究是多维度的,运用回归分析法,定量的分析企业社会责任与营销绩效的相关性以及对营销绩效的影响程度是一种尝试性的研究。
The failure of marketing strategy led to the rapid decline in performance is one of the reasons why enterprises suffered a serious setback, which can not help but think about whether the business neglected the interests of other stakeholders in the process of profit-making marketing strategy. A good social responsibility of enterprises, can greatly improve corporate marketing performance, avoid business marketing strategy mistakes, so that enterprises really embark on the path of sustainable development. The research on marketing performance is multi-dimensional. Using regression analysis method, it is a tentative research to quantitatively analyze the correlation between CSR and marketing performance and its impact on marketing performance.