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本文从消费者响应视角,选取乳制品企业为研究对象,通过实验研究法,探讨了企业社会责任营销策略的两种模式:战略型营销和战术型营销对消费者购买意向的影响。研究结果显示:企业社会责任营销策略对消费者购买意向有显著的正向影响,消费者的企业社会责任支持在企业社会责任营销策略与购买意向之间的关系中起到了调节作用。但战略型营销策略与战术型营销策略二者所带来的消费者购买意向并没有显著差别。
This paper, from the perspective of consumer response, chooses dairy products as the research object and discusses two modes of corporate social responsibility marketing strategy through experimental research: the impact of strategic marketing and tactical marketing on consumer purchase intention. The results show that: the corporate social responsibility marketing strategy has a significant positive impact on consumers’ purchase intention, and consumer’s CSR support plays a regulatory role in the relationship between CSR marketing strategy and purchase intention. However, the strategic marketing tactics and tactical marketing strategy brought by both the consumer purchase intention and no significant difference.