社会貢献活動の企業広報戦略(投稿論文)

概要

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In this study, efficient corporate communication strategy on social contribution activities to raise corporate image was discussed with a point of view of marketing research. As a result, it was found there are five points that are important to appeal corporate social contribution activities. They are 1) consolidation of activities which have real meanings and are not exaggerated, 2) indirect appeal of corporate business by the tool of communication of social contribution activities, 3) effort to be adopted as TV news or newspaper reports, 4) considering a communication strategy such as an activity which attracts participants to prevent repulsion of the people, 5) application of people's word of mouth and brochure. These strategies are useful for making good relationship with stakeholders and important as a tool of CSR.
2009-11-13