烟草企业通过公益营销活动来努力履行自己的企业社会责任。然而,由于烟草行业的特殊性,公益营销的结果总不尽如人意。其原因在于其所应用的公益营销策略缺少可持续性、系统性、公众的认可及参与以及品牌与公益之间的一致性。因此,要想成功,烟草企业就必须真心公益,选取与自身品牌有关联性的公益项目,建立长远关系,并增加公众参与度。从一些例子分析中也印证了这一点。 Tobacco companies strive to fulfill their corporate social responsibility through public welfare marketing activities. However, due to the particularity of the tobacco industry, the results of public marketing are not always satisfactory. The reason for this is the lack of sustainability, systematicness, public recognition and participation, and the consistency between the brand and the public good. Therefore, in order to be successful, tobacco companies must sincerely benefit their public welfare, select public-interest projects that are relevant to their own brands, establish long-term relationships and increase public participation. From some examples of analysis also confirmed this point.