考虑善因营销的企业运营策略优化与供应链协同研究

善因营销是企业通过向慈善公益事业提供资金、物资或其它类型服务以承担社会责任的重要方式，也是一种提升企业形象、增加品牌美誉度的商业手段。近年来，我国企业善因营销实践迅速发展，但也遇到一些问题，特别是在如何选择善因营销模式并制定相应的慈善捐赠、营销投入等运营管理策略方面，亟需科学的管理理论与方法指导。本课题在以实证、实验方法针对消费者对企业善因营销活动的态度与行为进行定量刻画的基础上，通过系统建模、运筹优化、博弈论等方法研究考虑善因营销的企业运营策略优化与供应链协同。主要内容包括：消费者针对企业善因营销的行为分析与定量刻画、考虑善因营销的企业运营管理策略优化、考虑善因营销的供应链竞争博弈与协调机制设计以及政府最优激励政策制定等问题。本课题紧密结合我国企业善因营销发展实践，且涉及消费者行为、市场营销、供应链管理、运筹学等领域的多学科交叉，属于运作管理领域的前沿课题，具有重要的理论和现实意义。

Cause-related marketing is not only an important approach to assume social responsibilities by providing money, products, and some types of service to public charity, but also a business method to enhance corporate image and brand reputation. In recent years, China industry has witnessed a rapid growth with enterprises continuously implementing cause-related marketing, but it also encounters some problems. Particularly, it is necessary to have scientific theories and methods to direct the enterprises to choose cause-related marketing mode and make decisions such as donating amount and marketing input. This project adopts methodologies such as system modeling, operations research and game theory to study the enterprise operational strategy optimization and supply chain coordination with cause-related marketing, based on the quantitatively characterization of consumer behavior through experiment and empirical methods. The major research problems include the quantitative description of consumer behaviors towards cause-related marketing, the decision optimization regarding cause-related marketing strategy for a firm, the supply chain competition under consideration of cause-related marketing, and the optimal policy making for the government. As a research frontier in combination with areas of consumer behavior, marketing, supply chain management and operational research, this project contributes to both the theory of operations management and the practice of China enterprises with cause-related marketing.