Research On The Impact Of Cause-related Marketing On Its Profitability And Brand Loyalty Based On Regression Model

Under the economic background that consumers are increasingly concerned about the social responsibility of enterprises,the enterprises face both internal and external pressures.On the one hand,enterprises should fulfill their commercial responsibility as an economy in fierce market competition.On the other hand they can't ignore it as a social body and fulfill social responsibility.Therefore,cause-related marketing as an emerging marketing came into being.More and more enterprises no longer pursue short-term profit maximization simply and blindly,but by actively participating in various social welfare activities and expand its market space and improve their consumer satisfaction and loyalty.Based on the background,through the review and summary of related theory about cause-related marketing,with the methods of combination of theoretical and empirical analysis,quantitative analysis and qualitative analysis,this article makes the enterprises which have cause-related marketing behaviors as the main research object to study on if the cause-related marketing behaviors influence on the profitability of enterprises,then take Tencent Inc as an example to analyze the influence of cause-related marketing behaviors on consumers' brand loyalty.At last,this article puts forward some countermeasures and suggestions for related enterprises.Under the background of the concept of marketing and the change of consumers' consumption,the arrival of the information age leads to the fading out of traditional marketing.This thesis systematically reviews and combs the research on the new marketing model of cause-related marketing at home and abroad.Chapter one also introduce the research methods and ideas of this thesis.In the second chapter,the paper sorts out and clarifies the definition,characteristics,constituent elements,basic operation mode of cause-related marketing;the author sorts out and summarizes the relevant theories of corporate cause-related marketing,and lays the theoretical foundation for the research.In the third chapter,the conceptual model of cause-related marketing reflecting on the profitability of the enterprise is established.The corporate public welfare donation is used as the independent variable and its profitability as the dependent variable.At the same time,with the enterprise asset size,capital structure and ownership structure as the control variables,using data of 255 listed companies in Shenzhen motherboard,based on the regression model empirically study on the impact of corporate cause-related marketing behavior on enterprise`s profitability.In the fourth chapter,this thesis analyzes the status quo and the strategy of cause-related marketing taking Tencent as an example,which is the representative enterprise that earlier opened cause-related marketing.And then the chapter designs the questionnaire of Tencent`s cause-related marketing impacting on consumer brand loyalty,and draws lessons from its successful experience to draw a series of revelations on cause-related marketing.In the fifth chapter,based on the successful experience of Tencent's cause-related marketing,this thesis summarizes the specifically countermeasures and suggestions for the successful implementation of cause-related marketing.(1)Pay attention to cause-related marketing,enhance corporate profitability by strategic thinking;(2)Choose counterpart cause-related marketing,enhance the match with business;(3)Planning the publicity and dissemination of cause-related marketing;(4)Strengthen brand intervention,encourage consumers to participate in the initiative;(5)establish corporate reputation,and enhance corporate credibility of the cause-related marketing;(6)Adhere to long-term investment in cause-related marketing,and establish a stable customer loyalty.At last,this thesis summarizes the conclusions,and puts forward the expansion of space for continued study.