Abstract:

Taking magazine enterprises as a study object, this paper overviews the status quo of cause marketing both
in China and in America, and then compares their similarities and differences. This paper also builds a feasibility model
of cause marketing strategy in magazine enterprises from the following four dimensions: the theory basis, the
practical basis, the environmental basis and the effectiveness of cause marketing. Then it analyzes and discusses the
categories of cause marketing projects in magazine enterprises combining with some cases.