The Effect Of Cause-related Marketing On Purchase Intentions Of Cosmetic Consumer

Chinese cosmetic market is in fast developing, however, foreign cosmetic brands take dominat place in Chinese market. Meanwile, under guide of corporate social responsibility strategy, operation of cause related marketing(CRM) is maturate after years of explore. Now, chinese cosmetic brands fight for slice profit in limited space, crownding massivly in low-priced market. Besides on relying on advertising in media and celebrity spokesperson, chinese cosmetic brands are lack of creative marketing strategy on building brand. Moreover, chinese cosmetic brands have weak sense on being good enterprise citizen in such circumstance that corporate social responsibility is appreciated by more and more people. Besides desaster relief and donation in education, there is not systematic corporate social responsibility strategy. Certainly, chinese cosmetic brands do not take responsibility by operating cause related marketing. Thus, this paper is aimed at constrcuting perfect operation of cause related marketing which could influence consumer's purchase intention in some degree by researching on cosmetic brand and it's consumer. Through analysis on investigation questionnaire answered by female graduates in Beijing university of chemical and tecknoloty, factors which could influence consumer's purchase intention are verified, including:(1)Donation Form; (2) Non-profit Copartner; (3) Media of communication; (4)Attention degree to CRM...