浅析企业公益营销—以蒙牛为例（ An Analysis of Corporate Public Welfare Marketing ——Taking Mengniu as an Example ） 绩。内容摘要随着互联网时代快速迭代及发展，传播方式发生了较大的变化，局限于通过线下实体店对消费者进行活动营销的传统传播模式逐渐被互联网全方位、多元性的营销模式所取代，公益营销模式的创新及发展提供了机会与挑战。本文通过文献文献研究法，收集了大量国内外通过不同角度及方法研究公益营销的文献，反复进行总结归纳，然后，利用案例分析法，并基于互联网背景的传播环境下，在中国乳业中，将领先行业的蒙牛集团作为研究对象，研究分析蒙牛集团互联网公益营销案例，最后，基于公益营销的理论前提下，总结归纳互联网时代背景下公益营销存在的问题，有针对性的对企业公益营销模式的创新及优化及提出意见及建议。。关键词：公益营销 蒙牛集团 互联网AbstractWith the rapid iteration and development of the Internet era, the mode of communication has undergone great changes. The traditional mode of communication limited to the activity marketing to consumers through offline physical stores is gradually replaced by the comprehensive and diversified marketing mode of the Internet. The innovation and development of the public benefit marketing mode provides opportunities and challenges.By literature research, literature materials, this article has collected a large number of cause marketing through the different angles and methods at home and abroad research literature, this paper summarizes repeatedly, and then, using the case analysis method, and based on the background of the spread of the Internet environment, in the Chinese dairy industry, mengniu group of leading industry as the research object, research analysis case cause marketing on the Internet, mengniu group, in the end, based on the theory of public marketing premise, summarized under the background of the age of the Internet cause marketing problems, targeted to caus...
