王老吉公益营销对顾客购买意向影响研究

Research on The Influence of Wang Laoji's Public BenefitMarketing on Customers'Purchase IntentionAbstractWith the rise of economic globalization,people pay more and more attention to corporatesocial responsibility,and their perception will affect the long-term development of enterprises.The development mode of traditional enterprise which only pursues enterprise benefit is no longerin line with the development trend of modem society.If the enterprise wants to occupy a certainshare in the fierce market competition,it must adopt the development strategy combined with thesociety.Therefore,in a society where people's consumption concept is constantly strengthened,enterprises should actively participate in social public welfare matters,create a good public image,establish brand trust,enhance the corporate image and increase customers'purchase intention,soas to improve the efficiency of their own products or services.Therefore,under this environment,public welfare marketing emerges as the times require.It integrates the economic and socialbenefits of enterprises.While developing itself,enterprises also consciously undertake thecorresponding social responsibility to realize the win-win situation of enterprise benefits andsociety.This paper takes the public welfare activities of Wanglaoji enterprise as the research object,and takes the factors influencing the public welfare activities as the starting point to explore theinfluence mechanism of public welfare marketing on customers'purchase intention.First of all,itdiscusses the relevant theories of corporate social responsibility,public welfare marketing,brandtrust and purchase intention,taking the public welfare activities of Wanglaoji enterprise as aresearch case,then it puts forward relevant theoretical models and research hypotheses,and finally,it puts forward relevant suggestions based on data analysis and research conclusions,so as toeffectively promote enterprises to better carry out public welfare marketing activities.Key words:corporate social responsibility;Cause marketing;Brand trust;Purchase intention