CAJ | 학술논문

公益事业营销是欧美一些企业采用的兼顾慈善公益和商业利益的品牌营销模式，自20世纪80年代诞生以来，在国外获得了迅速的发展和推广，但其在中国的应用和研究还处于较为落后的状态。为此，以公益事业营销为研究对象，阐述了利益相关者理论与公益事业营销的密切关联，并从利益相关者理论视角构建了公益事业营销的运作流程，提出中国企业开展公益事业营销应选准公益项目、体现个性特点、开展多维宣传、完善决策机制。
공익사업영소시구미일사기업채용적겸고자선공익화상업이익적품패영소모식，자20세기80년대탄생이래，재국외획득료신속적발전화추엄，단기재중국적응용화연구환처우교위락후적상태。위차，이공익사업영소위연구대상，천술료이익상관자이론여공익사업영소적밀절관련，병종이익상관자이론시각구건료공익사업영소적운작류정，제출중국기업개전공익사업영소응선준공익항목、체현개성특점、개전다유선전、완선결책궤제。
As a marketing model applied commonly by many European and American enterprises, cause-marketing connects public interests and business profits as a whole. Although it has been accepted extensively abroad since 1980s, cause-marketing is operated and researched under a comparatively lagging condition in our country. There are closed relations between cause-marketing and the stakeholder theory. This article clarifies the basic effect that the stakeholder theory imposes on cause-marketing, brings forward the operation process of cause-marketing under the guidance of the stakeholder theory and finally offers some suggestions for the application of cause-marketing in our country, such as choosing right items possessing special peculiarity, developing multidimensional publicity, and perfecting decision-making mechanisms, etc.