인터넷을 活用한 企業 社會貢獻 活動의 마케팅 戰略 方案에 관한 硏究 : 社會福祉분야를 중심으로 = A study on the marketing strategy plan of corporate community relations using internet : Focusing on social welfare field

다국어 초록 (Multilingual Abstract)

The rapid economic and social change that are surrounded to the companies and the change of customers' purchasing pattern let the companies make their purpose of existence as to be 'seeking profit' along with 'social responsibility', which is different with the past. In current, the corporate community relations (CCR) is spreading into our society in prompt. It is a great opportunity for NGOs to develop the resources, but it is not easy when we consider the situation of most of NGOs, which are not quite prepared enough as the companies are expecting.
In this research, I have searched for theories and executing methods about CCR and CSR(Corporate Social Responsibility). Moreover, by greeting the 'period of ubiquitous', I suggested the 'e-welfare center' as a strategic CCR to maximize the usage through Internet.
By crossing over the level of legal and economic role-playing that the society expects to the company, it means the overall activity by the company using the possessed resources and forming an ideal relationship with the society in the ethic and economic level.
In order to let it be active, it is surely important to recognize the partnership of government, company, and the NGO, although it is difficult to find the principle due to the social, cultural and economic differences from every country.
Although we are currently preparing 'the period of ubiquitous', which is called as the fourth revolution, the CCR is still mostly carried out through the off-line, but it needs to be changed to maximize the usage through the internet, has just began.
The e-welfare center and our companies' new challenges and CCR through the online will surely be a develop the delivery system for the social welfare service on 'the period of ubiquitous'. Moreover, it will be suggested as a effective method of CCR to many countries and companies who are about to start the information period.

목차 (Table of Contents)

• 目次
• 第 1 章 序論 = 1
• 第 1 節 硏究의 背景 및 目的 = 1
• 第 2 節 硏究의 方法과 範圍 = 3
• 第 2 章 理論的 考察 = 5
• 第 1 節 企業의 社會的 責任 = 6
• 1. 기업의 사회적 책임의 정의 = 6
• 2. 기업의 사회적 책임의 모형 = 9
• 第 2 節 企業의 社會貢獻 活動 = 17
• 1. 기업 사회공헌 활동의 개념 = 17
• 2. 기업 사회공헌 활동의 동기 = 18
• 第 3 節 企業 社會貢獻 活動의 方法 및 期待效果 = 23
• 1. 기업 사회공헌 활동 전개의 6 단계 = 23
• 2. 기업 사회공헌 활동의 유형 및 방법 = 25
• 3. 전략적 사회공헌 활동 및 사례 = 30
• 4. 전략적 사회공헌 활동의 기대효과 = 41
• 第 3 章 企業 社會貢獻 活動의 現況 및 評價 = 44
• 第 1 節 國內 企業의 社會貢獻 活動 現況 = 44
• 第 2 節 國內外 企業의 社會貢獻 活動 評價 = 49
• 1. 해외 기업의 사회공헌 활동 평가와 동향 = 50
• 2. 국내 기업의 사회공헌 활동 평가와 동향 = 57
• 第 3 節 인터넷을 활용한 사회공헌 활동 사례 = 61
• 1. 인터넷 활용의 필요성 = 61
• 2. 전통적인 기업의 인터넷 활용 사례 = 62
• 3. 온라인 기업의 인터넷 활용 사례 = 67
• 第 4 章 企業의 社會貢獻 活性化 方案 = 80
• 第 1 節 企業의 社會貢獻 활성화를 위한 파트너쉽 = 81
• 1. 정부의 역할 = 81
• 2. 기업의 역할 = 83
• 3. NGO의 역할 = 87
• 第 2 節 企業의 社會貢獻 活動을 위한 마케팅 戰略 = 88
• 第 3 節 마케팅 戰略 方案 事例 提案 = 90
• 第 5 章 要約 및 結論 = 96
• 第 1 節 硏究要約 = 96
• 第 2 節 硏究의 限界 및 向後 硏究課題 = 98
• 參考文獻 = 99
• ABSTRACT 105