中文摘要：

以善因营销创造的经济价值和社会价值为基础,提出了善因营销的一种新的分类方法,以善因营销创造的这两种价值为坐标轴,构建了善因营销的分类矩阵,将善因营销分为四种类型：交易型、关系型、社会型以及公益型。同时,以新的分类为依托,针对每种善因营销类型的特点,提出了相应的营销策略,为企业应用善因营销的方式提供了具有指导意义的新思路。

英文摘要：

This paper discusses two values of cause-related marketing, economic value and social value. The economic value delivered by cause-related marketing focuses on boosting sales and generating customers＇ buying attention. The social value involved in cause-related marketing pays attention to addressing social issues. The combination of the two values produces four different types of cause-related marketing： transactional, relational, social and philanthropic. This paper offers development strategies for firm＇s cause-related marketing campaign of every type.