基于企业社会责任的整体产品延伸分析——对消费者社会责任溢价消费的解释The Analysis of Holistic Product Extension Based on CSR——An Explanation for Consumers' Willingness to Pay Premium for Socially Responsible Offer
吴华明;林峰;
摘要(Abstract)：
文章旨在解释消费者愿意为具有社会责任内涵的产品支付溢价的现象,认为顾客需求是包括利己性需求、利他性需求在内的全面需求;企业履行社会责任使其产品具有满足顾客全面需求的功能,所以消费者愿意为之支付溢价。站在整体产品概念的视角,企业社会责任导致整体产品在核心产品、形式产品和附加产品三个层次延伸。
关键词(KeyWords)： 企业社会责任;整体产品;顾客全面需求;社会营销
基金项目(Foundation): 教育部2009博士点基金项目“企业责任竞争力治理机制研究——以海西区为实证”(20093501110001)
作者(Authors): 吴华明;林峰;
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