The foundation of public welfare marketing is to engage in public welfare activities. The definition of public welfare activities means that the purpose of activities is to provide human welfare and promote public interests, which includes providing tangible property or intangible services, expressing goodwill to others, making meaningful contributions to society and so on. Enterprise-funded public welfare activities refer to hosting, participating in or assisting the above-mentioned public welfare activities in the name of enterprises by providing money, kind or practice.
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 point of view, public welfare is an indispensable part of enterprise management strategy and an important measure to establish corporate 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. Profits made by enterprises contribute to society. Only with profits can enterprises give back to investors and employees, pay taxes to the government, suppliers can get their interests from you, and many stakeholders can get benefits from your enterprise. That is to say, making profits is the reason why enterprises exist in society as an organization. Therefore, enterprises should consider not only social benefits but also their own benefits when carrying out public welfare activities. One of the purposes of developing public welfare marketing is to increase the efficiency of enterprises.
A good enterprise needs excellent profits and a good public image. An enterprise cannot only care about its own interests and ignore social benefits, nor can it blindly give back to the society with its own money regardless of its own interests. In a word, social welfare activities and promotion activities are both indispensable activities in the development of enterprises, and they cannot replace each other. Each enterprise should find a balance point between them according to its own situation. The company's investment in social welfare can often help to maintain the support of old customers and strengthen the contact with old customers. In the highly competitive market, the company's products may also stand out, and the company's contact with the whole community will be closer and have 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 public relations, the public welfare activities of multinational corporations have different starting points. Different from local enterprises, multinational enterprises must cross the ethnic and cultural gaps in order 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. Whether 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, Intel's global vice president, 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 in 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 the sake of charity and love" nor "do public welfare for the sake of 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. The excellent commercial operation makes public welfare sponsorship become a win-win behavior that benefits the society and enterprises, and makes enterprises have the motivation and ability to continuously invest circularly. In China's traditional thinking, doing good without leaving a name is the noblest moral sentiment. Influenced by this thinking, some entrepreneurs only consider fulfilling their corporate social responsibilities when conducting public welfare sponsorship, without thinking about how to make public welfare sponsorship a win-win result. Some entrepreneurs, on the other hand, go to the other extreme, eager for quick success and instant benefit, practicing fraud, focusing only on money, 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, thus making the public more recognized for enterprises; The public's recognition of the enterprise has enabled the enterprise to obtain more sales opportunities, so that the enterprise can grow; While enterprises are growing, they 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 it with 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 brand's core concept and strategy 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 world's top 5 companies, "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 in public welfare: "advocating health", "caring for children" and "devoting to environmental protection". For example, "advocating health" has "Nutrilite healthy running" activities; "Caring for Children" has the activity of "Teaching in Amway Famous Schools"; "Committed to environmental protection" includes the activities of "Planting Amway Forest" where there is Amway, and the activities of "Climbing the Peak to Promote Environmental Protection" to sponsor the scientific research in the Antarctic and the cleaning of Mount Everest.
3. Be able to follow the general trend and seize the opportunity.
when there is a major event or accident in society, the government, the media and the public pay the highest attention to the event. If the enterprise can take the initiative at 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 Laoji decisively donated 1 million yuan, which won the hearts of the Chinese people, cheered all over the house, and snapped up in succession to show his support. Vanke, on the other hand, fell into the whirlpool of "donation door" because of Wang Shi's untimely remarks. After that, although there was 1 million yuan of aid construction, the public still refused to buy it, saying that "no matter how many hills you have grabbed, you can't 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 "ranking of transnational iron cocks" has been widely circulated, so that the Ministry of Commerce has to come forward to set the record straight. In 28, Yibai Pharmaceutical launched the activity "Let the Flame Never Extinguish-Our National Health Campaign for the Olympic Games", 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 several 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 with must be fully considered and properly grasped. An effective NGO, with its 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 its approval.
Coca-Cola sponsored Project Hope, the largest public welfare activity in China. Since 1993, it has donated 52 Hope primary schools and more than 1 Hope stacks in China, enabling more than 6, out-of-school children to return to school. Motorola has also been investing in this for more than ten years, first establishing Motorola Hope Primary School, then allowing more employees to join in as volunteers, and then promoting teacher training.
6. Persistence is the key.
Public welfare marketing is a part of enterprise strategy, not doing "good deeds" once or twice. In Motorola, corporate public welfare has a long-term goal and a specific strategic plan, and there is a perfect evaluation system for project selection. In China, education and environmental protection projects are the focus of Motorola's investment. When choosing a public welfare project in the early stage, Motorola should first consider whether this project is sustainable and developable. Being a corporate citizen with a high sense of social responsibility is P&G's commitment to society. In 1952, P&G established the P&G Fund. Today, Procter & Gamble and Procter & Gamble Foundation donate more than $5 million worldwide every year, and constantly lend a helping hand to people in need and places in need. Relying on this positive, active and sustained public welfare sponsorship, P&G has established a good brand reputation and strong influence all over the world. As a large-scale pharmaceutical group with the mission of "protecting all living beings and seeking progress", Yangzijiang Pharmaceutical takes supporting the army as the core of corporate public welfare, and combines the mission of the enterprise with the people's army to protect the people, which is the best public welfare strategy with a high degree of social responsibility and enterprise development. On August 1st, 27, on the occasion of the eightieth anniversary of the founding of the People's Republic of China, Yangzijiang Pharmaceutical launched the activity of "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, and received close attention from the media, the public, the government, the military and other sectors, which pushed the corporate social responsibility image of Yangzijiang Pharmaceutical to a climax.
7. Do a good job of communication, and put strategy first.
public welfare marketing is a whole systematic project, which runs through the whole marketing process. 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, thus attracting media reports and consumers' participation, and making this event spread, so as to enhance the enterprise image, promote sales and achieve the purpose of marketing.
Michael Porter pointed out: "On the surface, the goal of enterprises engaged in public undertakings is to win more recognition and social influence, but in essence, it should focus on enhancing the competitiveness of companies." 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 is, the better the public welfare is. There are many specific means that enterprises can choose to participate in public welfare undertakings.
1. Publicity of public welfare undertakings: for the purpose of promoting the public's understanding and concern for a public welfare undertaking, participate in or provide support for volunteer recruitment by providing funds, non-cash donations or other enterprise resources, or fund-raising activities for a public welfare undertaking.
2. Associated marketing of public welfare undertakings: The enterprise does not promise an accurate donation amount, but contributes to a public welfare undertaking based on product sales or a certain percentage of 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 a behavior improvement activity, so as to improve public health, public safety and environmental protection.
4. charitable activities of enterprises: enterprises directly donate to a charity or a public welfare undertaking with cash grants, donations or non-cash services.
5. Community volunteer activities: The enterprise supports and encourages its employees, distributors, retailers and other partners to dedicate their time to support local community organizations and public welfare undertakings.
6. socially responsible business practice: it is incomplete for enterprises to consciously fulfill their corporate citizenship responsibilities, 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, and 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 determines the comprehensive evaluation effect to a great extent. Therefore, establishing a scientific and systematic comprehensive evaluation index system is an important prerequisite for evaluating the effectiveness of public welfare marketing.
1. Necessity of performance evaluation of corporate public welfare marketing
The important value of performance evaluation of public welfare marketing lies in making a comprehensive evaluation of activities, summing up experiences and lessons, and establishing work files. Through the operation of each fund-raising project, we should establish a "partner" relationship with companies and donors, expand 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, use the internal incentive mechanism, encourage innovative practice, and maintain the vitality and creativity of the institution.
2. 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 practical investigation of domestic enterprises, it is concluded that the public welfare marketing evaluation system 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 the actual operation, which are mainly summarized as the following:
1) the principle of objectivity and fairness
The performance evaluation system involves many factors, which makes the performance evaluation system more complicated and makes the performance evaluation more prone to subjective bias. Therefore, when evaluating the performance of an enterprise, the evaluator must judge it with a detached and independent position and exquisite competence, evaluate the pros and cons with an objective position, evaluate the gains and losses with a fair attitude, and measure the marketing performance with a reasonable method.
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 principle
The traditional performance evaluation system is too simplistic, 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 precise 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 while considering the interests of all parties and formulate some key operational indicators. 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 objective principle
The objective of an enterprise is the direction of performance evaluation service, that is, the objective of an enterprise is to maximize the enterprise value by coordinating the interests of all stakeholders, so the design of the index system should be able to find out the factors that hinder the realization of the objective from the evaluation of several key factors that affect the realization of value maximization, and provide detailed information for business decision-making.
5) Principle of system optimization
The system method is adopted, and 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. S