摘要
突发公共危机事件时,企业应敏捷地于第一时间作出反应,勇于承担社会责任,采用产品策略、价格策略、渠道策略、促销策略以及4Ps营销组合策略,将承担社会责任与树立良好的企业形象、品牌形象有机地结合起来,以达到企业、社会和谐健康持续发展的双赢的目的。
When the public crisis events burst out, the corporation had better to respond agilely at the first time and take on the social responsibility. The corporation may use product, price, place, promotion and 4Ps marketing mix strategies in order to reach the two-wins objective of the corporation and the society will develop harmoniously , healthily and persistently. The strategy combines rationally the social responsibility and the visualisation of the corporation and the brand.
出处
《经济研究导刊》
2009年第1期197-198,共2页
Economic Research Guide
关键词
突发公共危机事件
企业社会责任
4Ps营销策略
营销组合策略
the bursts of public crisis events
corporate social responsibility
4Ps marketing strategy
marketing mix strategy
