Through these activities, enterprises can not only increase the public interests of society, but also enhance the company's image. Many large companies consider public welfare as an important content when formulating long-term strategies. From this perspective, public welfare is an indispensable part of an enterprise's business strategy and an important measure to establish its brand image. Enterprises should carry out public welfare activities from two aspects: benefiting others and benefiting themselves. Enterprises should not only give back to the society but also consider their own interests. The profits created by enterprises contribute to society. With profits, enterprises can give back to investors and employees, pay taxes to the government, suppliers can get benefits from you, and many stakeholders can get benefits from your enterprise. In other words, profit is the reason why enterprises exist in society as an organization. Therefore, enterprises should not only consider social benefits, but also consider their own benefits when carrying out public welfare activities. One of the purposes of developing public welfare marketing is to improve the efficiency of enterprises.
A good enterprise needs excellent profits and a good public image. An enterprise can not only pay attention to its own interests and ignore social benefits, nor can it blindly give back to society with money regardless of its own interests. In short, social welfare activities and promotion activities are indispensable activities in the development of enterprises and cannot replace each other. Every enterprise should find a balance point between the two according to its own situation. The company's investment in social welfare can often help maintain the support of old customers and strengthen contact with them. In the highly competitive market, the company's products may also stand out, and the company will have closer ties with the whole community and better returns.
When the company's products or services are categories that consumers can use, the company needs to attract consumers' attention and support with public welfare projects with wide influence and gain a significant position in the highly competitive market. For example, the project donated by the company is an important public welfare undertaking in the eyes of customers, so the work that gets their attention and recognition can get twice the result with half the effort.
As a part of large-scale public relations, the starting point of public welfare activities undertaken by multinational companies is not single. Different from local enterprises, multinational enterprises must cross the national and cultural gap if they want to gain a foothold in the local area. Engaging in public welfare activities is an important measure for multinational companies to integrate into the host country and take root and blossom locally. No matter for the government, consumers, potential consumers or the public, public welfare activities can greatly narrow the distance with them. 1, correctly understand public welfare marketing.
Jarrett Jim, global vice president of Intel, said: "Public welfare activities and promotional activities carried out by enterprises generally bring benefits to society. Enterprises give back part of their own interests to the society to carry out various public welfare activities, which not only meets the demand for funds for social public welfare activities, but also brings good corporate ethics, ethical ideas and concepts to the society and improves the social moral level. " Enterprises can neither "do public welfare for charity and love" nor "do public welfare for business". Public welfare and business must echo and support each other. Charity China Love the World Action is not only the best way to show corporate social responsibility, but also an effective way to win government recognition and build corporate brand influence. Excellent commercial operation makes public welfare sponsorship a win-win behavior for the benefit of society and enterprises, and enables enterprises to have the motivation and ability to continuously recycle investment. In China's traditional thinking, doing good without leaving a name is the noblest moral sentiment. Influenced by this kind of thinking, some entrepreneurs only consider fulfilling corporate social responsibility when conducting public welfare sponsorship, without thinking about how to make public welfare sponsorship a win-win result. However, some entrepreneurs go to the other extreme, eager for quick success and instant benefit, cheating, focusing only on money and weighing everything with commercial interests, and finally turning a public welfare activity into a farce. In fact, public welfare marketing must enter a complete chain to achieve rapid development, that is, through public welfare activities, enterprises create benefits for the public, so that the public can recognize the enterprise more; The public's recognition of the enterprise has enabled the enterprise to obtain more sales opportunities and enable the enterprise to grow; While growing up, enterprises have more energy and financial resources to undertake more social responsibilities.
2. Determine the public welfare theme that conforms to the brand strategy of the enterprise, and match the strength and materials of the enterprise.
The "necklace theory" of brand communication tells us that all communication and promotion must operate around a core. Once the core concept and strategy of the brand are determined, it must be spread continuously, and all communication actions, including public welfare activities, take this as the main line to ensure the unity and continuity of the corporate theme. Among the top 500 enterprises in the world, "Procter & Gamble in marketing and Amway in public welfare" has become a knowledge. Under the concept of "health is the future", Amway has been an active promoter of national health and sports since it entered China. Amway mainly chooses three themes of "advocating health", "caring for children" and "participating in environmental protection" in public welfare. For example, "advocating health" has "Nutrilite healthy running" activities; "caring for children" has the activity of "teaching in Amway prestigious schools"; "Committed to environmental protection" includes the activities of "planting Amway forest where there is Amway", and sponsoring Antarctic scientific research and "climbing the peak to promote environmental protection" activities of cleaning Mount Everest.
3. Be able to adapt to the general trend and seize opportunities.
When a major event or accident occurs in society, the government, the media and the public pay the highest attention to the event. If the enterprise can take the initiative to attack in the first time, it will inevitably attract more public attention and media reports, so as to achieve the effect of four or two. In the 5. 12 earthquake, Wang Lao Ji decisively donated 1 100 million yuan, which won the hearts of the Chinese people and was applauded by the audience, who rushed to buy it to show their support. However, due to Wang Shi's untimely remarks, Vanke fell into the whirlpool of "donation door". After that, although there were 654.38 billion yuan in aid, the public still refused to buy it, saying that "no matter how many hills, they could not climb the grave of Wenchuan"; However, some multinational companies that have always paid attention to public welfare investment have also been criticized for their slow action, and the "transnational iron cock ranking" has been widely circulated, so that the Ministry of Commerce has to come forward to clarify. In 2008, Baiyi Pharmaceutical launched the activity "Let the Flame Never Extinguish-Our National Healthy Olympic Action", with the theme of investigating "What the Olympic Games left for China", invited the most beautiful torchbearer Jin Jing as the image spokesperson, and launched it in ten major cities across the country, with millions of people participating, and finally released the "Olympic Wealth Report", which was supported by many central institutions, signed or delivered speeches by many national leaders and attended by local government leaders.
4. Identify NGOs with good reputation as strategic partners.
What project to sponsor, how much to sponsor, when to sponsor, and which non-profit organization to form a strategic partnership, should be fully considered and properly grasped. An effective NGO, good reputation and excellent efficiency will make you get twice the result with half the effort, which not only makes the public welfare implemented, but also makes the enterprise win the image.
5. Respond to the urgent needs of the government and win the recognition of the government.
Coca-Cola sponsored Project Hope, the largest public welfare activity in China. Since 1993, 52 hope primary schools and more than 100 hope stacks have been donated in China, enabling more than 60,000 dropouts to return to school. For more than a decade, Motorola has also been investing in this area. First, it established Motorola Hope Primary School, then let more employees join the ranks of volunteers, and then promoted teacher training.
6. You are insisting.
Public welfare marketing is a part of enterprise strategy, rather than doing "good things" once or twice. In Motorola, corporate public welfare has long-term goals and specific strategic planning, and has a perfect project selection evaluation system. In China, education and environmental protection projects are the focus of Motorola's investment. When Motorola chooses a public welfare project in the early stage, it should first consider whether the project is sustainable and developable. Being a corporate citizen with a high sense of social responsibility is P&G's commitment to society. 1952, P&G established the P&G Fund. Today, Procter & Gamble and Procter & Gamble Foundation donate more than US$ 50 million worldwide every year, and constantly lend a helping hand to people and places in need. Relying on this positive, active and continuous public welfare sponsorship, P&G has established a good brand reputation and strong influence around the world. As a large pharmaceutical group with the mission of "protecting all living beings and seeking progress", Yang Zijiang Pharmaceutical takes supporting the army as the core of corporate public welfare, and combining the corporate mission with the people's army to protect the people is the best public welfare strategy with a high sense of social responsibility and enterprise development. On August 1 day, 2007, on the occasion of the eightieth anniversary of the founding of People's Republic of China (PRC), Yang Zijiang Medicine launched the activity "Heroic Mothers Review Heroic Children". The honor guards of the three armed forces greeted heroic mothers from all over the country with the highest specifications, which attracted close attention from the media, the public, the government, the military and other sectors, and pushed the corporate social responsibility image of Yang Zijiang Pharmaceutical to a climax.
7, do a good job of communication, strategy first.
Public welfare marketing is a whole systematic project, which runs through the whole marketing link. The implementation of public welfare marketing must integrate the enterprise's own resources, make it a topic of public concern and an event with news value through attractive and creative activities, so as to attract media reports and consumers' participation, and make this event spread, thus enhancing the enterprise image, promoting sales and achieving the marketing purpose.
Michael Porter pointed out: "On the surface, the goal of a public utility enterprise is to win more recognition and social influence, but in essence, it should focus on enhancing the competitiveness of the company." Ivy lee, the father of modern public relations, also pointed out: "What an organization does that is beneficial to society and the public will ultimately benefit the organization itself." . We have every reason to believe that as public welfare marketing becomes more and more the highlight of enterprise's competitive strategy, public welfare marketing will enter an increasingly benign cycle: the better public welfare is done, the stronger the enterprise is done; The stronger the enterprise, the better the public welfare. Enterprises can choose a variety of specific ways to participate in public welfare undertakings.
1. Publicity of public welfare undertakings: to participate in or support volunteer recruitment or fund-raising activities of a public welfare undertaking by providing funds, non-cash donations or other enterprise resources for the purpose of promoting public understanding and attention to a public welfare undertaking.
2. Associated marketing of public welfare undertakings: enterprises do not promise accurate donation amount, but donate to a public welfare undertaking according to a certain proportion of product sales or operating income.
3. Social marketing of enterprises: under the guidance of their own strategies (overall development strategy, specific product strategy, marketing strategy, etc.). ), enterprises support the planning and implementation of behavior improvement activities to improve public health, public safety and environmental protection.
4. Corporate charity activities: Enterprises donate directly to charities or public welfare undertakings in the form of cash assistance, donation or non-cash services.
5. Community volunteer activities: Enterprises support and encourage their employees, distributors, retailers and other partners to dedicate their time and support local community organizations and public welfare undertakings.
6. Social Responsibility Business Practice: It is incomplete for enterprises to consciously fulfill their corporate citizenship responsibilities and actively carry out a series of internal and external activities that conform to social development trends and trends, conform to social ethics, meet the requirements of public interests, improve community welfare and protect the environment. One of the basic tasks of public welfare marketing effect evaluation is to determine the comprehensive effect of public welfare marketing qualitatively or quantitatively through the study of various evaluation indicators, and the selection of evaluation indicators largely determines the comprehensive evaluation effect. Therefore, the establishment of a scientific and systematic comprehensive evaluation index system is an important prerequisite for evaluating the effect of public welfare marketing.
1, the necessity of corporate public welfare marketing performance evaluation
The important value of public welfare marketing performance evaluation lies in comprehensive evaluation of activities, summing up experiences and lessons, and establishing work files. Through the operation of each fundraising project, we will establish a "partner" relationship with enterprises and donors, expand our contacts, and put forward strategic opinions on future "public welfare marketing" according to the industry characteristics of enterprises and donors, so as to lay the foundation for future cooperation. It is necessary to evaluate the marketing performance of the staff of this institution, make good use of the internal incentive mechanism, encourage innovative practice, and maintain the vitality and creativity of the institution.
2. The characteristics and construction principles of public welfare marketing performance evaluation system.
Through the full research of relevant scholars, drawing lessons from international experience and conducting a comprehensive and in-depth investigation of domestic enterprises, it is concluded that the evaluation system of public welfare marketing should have the following characteristics: 1) comprehensiveness; 2) strategic; 3) Feasibility; 4) key consistency; 5) International comparability.
The construction of public welfare marketing performance evaluation system should follow some inevitable laws, which are manifested in the principles that must be followed in actual operation, which are mainly summarized as follows:
Principle of objective justice
The performance evaluation system involves many factors, which makes the performance evaluation system more complicated and prone to subjective deviation. Therefore, when evaluating enterprise performance, the evaluator must judge with detached and independent position and exquisite competence, evaluate advantages and disadvantages with objective position, evaluate gains and losses with fair attitude, and measure marketing performance with reasonable methods.
2) scientific and reasonable principle
The design of an effective performance evaluation system must reflect the characteristics of the company. The performance evaluation index system of public welfare marketing should not only follow some indicators in the original evaluation system, but also include indicators that reflect the interests of stakeholders. Some indicators that are difficult to quantify should be dealt with scientifically.
3) concise application principles
The traditional performance evaluation system is too simplified, and some modern evaluation methods fail to incorporate the needs of relevant stakeholders into the system. However, if the evaluation index system of social responsibility performance is comprehensive and many profound and accurate indicators are formulated, it will inevitably lead to the evaluator being at a loss. Therefore, it is necessary to find out the essential things as much as possible and formulate some key operational indicators while considering the interests of all parties. Otherwise, the evaluation system will not be recognized and accepted by the members of the organization, and then the evaluation system will inevitably not be observed.
4) service tenet principle
The goal of enterprise existence is the direction of performance evaluation service, that is, the goal of enterprise is to maximize the enterprise value by coordinating the interests of all stakeholders. The design of index system should be able to find out the factors that hinder the realization of the goal from the evaluation of several key factors that affect the realization of value maximization, and provide detailed information for business decision-making.
5) system optimization principle
By using the system method, the total index is decomposed into sub-indexes, so that each element of the system and its structure can meet the requirements of system optimization. In addition, the selection of evaluation indicators generally follows the SMART principle. SMART principles are: first, performance indicators must be specific to ensure their clear guiding significance; Second, performance indicators must be measurable and have clear measurement indicators; Third, the performance indicators must be achievable, and employees should not be frustrated because they have not reached the indicators, but this does not deny that they should be challenging; Fourth, performance indicators must be related to the company's strategic objectives, departmental tasks and job responsibilities; Fifth, performance indicators must be timely, that is, there must be clear time requirements. Although there are many domestic enterprises that carry out public welfare activities, not many enterprises do well in public welfare marketing. Compared with foreign enterprises, at present, many domestic enterprises have insufficient understanding of the opportunities of public welfare marketing, improper use of means and lack of strategic and normative management. A few enterprises have chosen the right way of cooperation through comprehensive analysis of their own environment and characteristics, and finally achieved the expected goal. But the fact is that more enterprises have failed. In short, compared with foreign enterprises, China enterprises have a considerable gap in the awareness and practice of using public welfare marketing, and there are many misunderstandings, which are described in detail below.
1, lack of awareness of public welfare marketing
The lack of corporate public welfare marketing awareness stems from the shackles of traditional concepts. In China's traditional concept, "doing good without leaving a name" is a noble moral sentiment. Affected by this, some enterprises only consider fulfilling their social responsibilities when sponsoring public welfare, and simply do not want public welfare sponsorship to achieve a win-win effect, and lack understanding of the relationship between the public and the public. Due to the lack of awareness of public welfare marketing, enterprises often lack due attention to the opportunities of public welfare marketing in the process of carrying out various marketing activities, which directly leads to the relatively low participation of enterprises in carrying out public welfare marketing activities and makes it difficult to play its due role. In the external publicity and influence communication of enterprises, most enterprises only know how to choose advertising means, and lack sufficient understanding of the role of public relations, which also leads to enterprises rarely using public welfare as a marketing means.
2. Lack of public welfare marketing strategy
Enterprises have great one-sidedness in public welfare marketing, and to some extent lack management consciousness, which leads consumers to regard multinational companies as the main force of domestic public welfare activities, but this is not the case. In fact, domestic enterprises, especially private enterprises, are the backbone of charity in China. This huge contrast in understanding just shows the lack of public welfare marketing strategy of Chinese enterprises.
3. Lack of public welfare marketing means.
In public welfare marketing, domestic enterprises lack systematic and strategic planning. Some enterprises' understanding of public welfare marketing is to spend a sum of money on public welfare activities, use a larger sum of money to publicize public welfare activities, and then get very rich benefits. In fact, this is just an event marketing, its purpose is to form a news explosion point through public welfare activities and public welfare events, and then enlarge it, which can not maximize the marketing effect. Therefore, enterprises must formulate strategies and plans for public welfare marketing, focusing on the long-term rather than the immediate. Because the period of public welfare marketing investment is relatively long, it often cannot produce obvious results in a short period of time, and it is necessary to overcome the idea of quick success and instant benefit. Just as a coin has two sides, public welfare marketing is not perfect, with advantages and disadvantages. Although public welfare marketing may have a positive impact on both enterprises and non-profit organizations, there are many potential risks in the practical application of this marketing strategy. Whether in academia or business circles, there are still some doubts about the application of public welfare marketing, which also leads to some enterprises' delay in carrying out public welfare marketing.
1, consumer perceived risk
Since its emergence, although a large number of investigation reports show that enterprises engaged in public welfare marketing activities have been supported by most consumers, there are always some different voices. They think that enterprises are just speculation and doubt their motives and commitments. For example, Nongfu Spring, since the advertisement of "drinking water from the source" was put on, the controversy surrounding Nongfu Spring has been constant. The contradiction mainly focuses on: "Is it unreasonable to advertise with children in poor mountainous areas?" "Why are companies that are enthusiastic about public welfare being scolded and called hypocritical?" "Isn't it a little less to donate a penny per bottle of water?" And so on.
2. Financial risks
Because the funds of public welfare marketing come from the marketing budget of enterprises, it will reduce the market budget of other marketing activities; If we cooperate with some public welfare undertakings that cannot bring benefits to enterprises because of careless choice or improper operation, it will bring a waste of funds. In addition, the development of public welfare marketing activities requires enterprises and partners to establish a reliable tracking system, which means that too much manpower and material resources will be spent. Moreover, the social contribution of public welfare marketing activities is difficult to measure, which will increase the financial risk of enterprises.
3. Legal risks
The advertisements of public welfare marketing usually put the product under the kind cloak of the legitimacy of public welfare activities, emphasizing sensational words such as "Give your love", "Help the needy in society", "Help the poor" and "Project Hope" to attract consumers. China's Anti-Unfair Competition Law does not clearly regulate this kind of behavior, but this kind of behavior that interferes with consumers is strictly a bribe. It makes use of the public's moral psychology to make products that are not outstanding by themselves accepted and selected by consumers. They did not participate in the competition by reducing costs and improving quality, but distorted the market competition relationship and violated the principle of fair competition. In some forums, netizens who are dissatisfied with this marketing method call it "moral kidnapping", "moral extortion", "charity hype", "charity set up a stage, sales volume singing opera" and so on. If we simply consider the choice of products or services, consumers may not choose this product or service, but the advertisement of this enterprise makes them feel that "not buying means not loving" and they are not completely willing to buy it.
Finally, the double-edged sword of public welfare marketing also brings risks to consumers, which shows that consumers may be misled by donating enterprises because they exaggerate their generosity in public welfare projects or mistakenly think that a public welfare undertaking is involved in the commercial operation of donating enterprises. Consumers may also find that their donated funds are not used for public welfare activities originally supported by non-profit organizations, or are abused.
In a word, consumers play a decisive role in the debate on public welfare marketing, and their preferences and choices will ultimately affect whether this marketing strategy can be realized. The attitude of consumers will directly affect the behavior of enterprises and directly determine whether enterprises can profit from it.
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