Game Theory Analysis of Cause Marketing

The sudden earthquake in China boosts the maximal scale cause marketing in history. Cause marketing can bring profits of enterprises, consumers' utilities and social long-term benefits. Development of cause marketing is the gaming result among various members. With the aid of Game Theory, this article studies the utilities of all participates and provides a new idea of developing the cause marketing in China. Using Game Theory, this article introduces the meaning of cause marketing, establishes game-agents, particularly analyses game processes between enterprises, beneficiaries, consumers and the government and then educes the best strategic choices for enterprises by pay matrix in cause marketing. This article will be used for reference to cause marketing for enterprises.