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议题营销是一种向上影响途径,中层管理者能够通过议题营销影响高层管理者对某些议题的注意力和态度,从而影响组织的战略议程。本文首先对议题营销的概念和意义进行了分析,然后从议题营销意愿、议题营销发动、议题营销效果几个方面对现有的文献进行了梳理和评价,在此基础上构建了议题营销整合模型,并指出了未来该领域有价值的研究方向。
Topic marketing is an upwards avenue. Middle-level managers can influence the senior management’s attention and attitude towards certain topics through the topic marketing, thus affecting the organization’s strategic agenda. This article first analyzes the concept and meaning of topic marketing, and then sorts out and evaluates the existing literature from several aspects such as topic marketing intention, topic marketing launch, issue marketing effect, and then constructs the topic marketing integration model , And points out the valuable research direction in this field in the future.