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事业关联营销作为一种新型营销模式,自20世纪80年代出现以来得到迅速发展,它将企业传统的营销模式与公益活动结合起来,丰富了企业经营的内涵。企业在经营过程中,利益相关者起到举足轻重的作用,企业的所作所为影响着利益相关者的利益,与此同时利益相关者也影响着企业的决策和行为。本文基于利益相关者的角度,探究企业的事业关联营销行为与其相互影响作用。
As a new marketing model, business related marketing has developed rapidly since its emergence in the 1980s. It combines the traditional marketing model of enterprises with public welfare activities, and enriches the connotation of business operations. In the business process, the stakeholders play a decisive role. The actions of the enterprises affect the interests of the stakeholders. At the same time, the stakeholders influence the decisions and behaviors of the enterprises. Based on the stakeholders, this article explores the interaction between the enterprise’s affiliate marketing and its business.