Look At Corporate Public Welfare Marketing Strategy From The Support Of Disaster Area Donation

In recent years, public welfare marketing has been used more and more widely in the national marketing activities. It has become a unique marketing method that can establish emotional friendship with the public, establish long-term friendly relations, and enhance the popularity, reputation and affinity of enterprises. Therefore, it has been favored by more and more enterprises, and they have launched activities of offering love in various public welfare undertakings in order to establish a good corporate image.

The occurrence of the 8 magnitude earthquake in Wenchuan caused numerous houses to collapse and countless families to break down. In the face of such a great disaster, many enterprises did not hesitate to lend their support.

But when we were concerned about their generosity, they received such information from MSN, QQ and text messages.

The title is: foreign enterprises ignore the earthquake and make the Chinese people chill. The inside is: the Geely car that everybody looks down upon, the boss wears only a few dozen shirts, but this time he leads the company to donate 10 million.

(all of the following units are RMB). BYD is also just starting to build cars. People donated 10 million of them. Your favorite Mercedes Benz is 400 thousand, Guang 1 million, Guangzhou TOYOTA 1 million 500 thousand, BMW 1 million, and provides three vehicles to the disaster area.

You may think that the Lenovo computers are all bad. Changhong's TV brand is too old and foreign, only Toshiba SONY's talent is enough, Lenovo's mobile phone is not good, only the nobby comes, Haier's washing machine is not mute, SIEMENS is the best, but: Lenovo donated 10 million.

Changhong group 5 million, Changhong employees voluntarily donated 6 million 520 thousand, Changhong mobile 1 million 700 thousand, Changhong MeiLing donated a lot of materials, Haier 10 million, China 1 million, 2 million 2 million, 1 million 300 thousand 1 million 300 thousand did not donate temporarily.

As far as I know, every computer in China uses Intel or AMD's CPU, and also uses Microsoft's system to earn much money.

But their donation knows.

AMD100 million, Microsoft 1 million, Intel 2 million 100 thousand.

I heard that people like to use Head and Shoulders and rejoice. They also hear that the name of the company is Procter and gamble. They also heard that the sales volume is the first in the same industry. These are what I heard and may not be very reliable, but the following figures are absolutely credible: P & G's donation is 1 million.

Perhaps you do not know how much money QFII has been walking in China's stock market. I can tell you that this is a very large number.

However, we must bear in mind that so far, the natural disasters have not yet made contributions to them.

From Wang Yongqing's Formosa Plastics Group, which sells rice, donated 100 million yuan to Hon Hai 60 million.

The same boss Foxconn group 30 million, employees raise 30 million.

At least 10 million of the major banks in China are doing their best to help the disaster areas in China.

Please remember that at the critical moment, the people who can stand up and make great efforts to help are always Chinese, and the enterprises that can stand out and help wholeheartedly are always Chinese run enterprises.

Many people who have read the news can not help but wonder why the multinational companies that are always in great financial condition need to be truly supported by the Chinese people.

Donation behavior is not as good as some small and medium enterprises.

I look at the problem in this way:

The disaster caused people from all walks of life to support the disaster area. There are many reports about the disaster. If the commercial trace is too heavy, it will obviously cause people's resentment and doubt. If the enterprise maintains certain propagation voice, it will also be overwhelmed by the dynamic information of other disaster areas at home and abroad.

Obviously, this catastrophe is a real act of public welfare, rather than a show behavior. It is difficult to achieve a certain commercial purpose with the help of events. Therefore, from the perspective of the cost performance of publicity and publicity, it pays more than returns.

However, if multinational companies avoid this matter, it is obviously unreasonable. After all, the vast majority of multinational companies make lots of money with Chinese resources, manpower and material resources on the Chinese territory.

If we really do not care about this disaster, it will cause people's anger, the government's difficulties and so on. It is not easy to get strong support from all sides in the future.

Therefore, after repeated calculations, the final strategy of multinational companies must be supported, but not too generous. Finally, they can only give comfort to a small amount of money. But smart Chinese can see this matter very thoroughly. Although we can not tell at once how much profits a multinational company has made in China, they understand that this is definitely an astronomical figure.

In the face of some strong and stingy multinational companies, netizens think of the idea of "care, responsibility and people-oriented" which they usually emphasize. They seem to be filled with indignation. So they spread the contrast between domestic and foreign enterprises from the forums, MSN, QQ, short message and so on, encouraging netizens to reprint each other, calling on people to boycott foreign brands.

This makes a commendable public service behavior turn into a negative crisis behavior. It makes a multinational company very embarrassed and has to start coping with the crisis. It seems a bit thankless.

So, how should many of our multinational companies conduct public welfare activities in the face of this disaster?

The author thinks that we should do the following:

First, the donation should be sincere.

Donation does not necessarily require a lot of effort, but it needs to show sincerity.

Donations can provide tangible funds, or provide invisible labor to pay. As long as we show some goodwill to the disaster area and make a strong contribution to social development, we can get people's understanding. Otherwise, even if we carry out support activities, we will not get the gratitude of the public, even let the public doubt the hypocrisy of the enterprises, and all donations will easily be wasted.

Therefore, the general donation strength needs to take sincerity as the premise and pay the actual action as a way to win the favor of the people and the support of the government.

Two. Fulfill the corporate culture concept.

I find that many multinational corporations regard "responsibility, care" as their corporate culture concept. But if we only regard "responsibility, love" as slogans and slogans, but do not really carry them into action, they can only deceive the public, satisfy the vanity of the leadership of enterprises, and fail to build a good corporate culture.

In the face of the great earthquake in Wenchuan, I think many multinational enterprises that regard responsibility, caring and so on as corporate culture ideas should be brave to stand up and actively fulfill their corporate culture ideas so that we can cultivate a correct cultural concept in the organization, so that all staff can achieve a certain value, attitude and belief, so that they can guide their employees from concept to action, so that they can also be responsible and caring.

Otherwise, when employees enter the enterprise on the first day, they also regard responsibility and care as slogans, act irresponsibly, and behave without love. Sooner or later, they will lead to civil strife and can not build good enterprises.

Three. Pay attention to the disaster and turn public service into a long-term publicity strategy.

Public welfare activities are not listed activities, and can not be a violent bombing of the public mind, but we need to maintain a good corporate image and continue to win people's favor.

The damage caused by the Wenchuan earthquake to the Chinese people is rare in history. The Chinese people will pay close attention to the development of the people in Wenchuan area. Therefore, supporting the disaster in Wenchuan as a long-term public welfare undertakings is easy to arouse the attention and interest of the government, the media and the masses, and it can be used as a publicity strategy for growth line.

Four. Try to weaken business traces and guide the third party to evaluate.

Public interest activities in Wenchuan should keep concerns low vigilance and make it easier for people to accept information from enterprises.

In order to achieve this, enterprises should show their love, responsibility, performance, quality, standards and so on. They should try to minimize business traces, guide the third party to evaluate, and increase public recognition of enterprise value.

Generally speaking, the pursuit of profit maximization is the nature of an enterprise, but profits are just like what is mentioned in the book "evergreen". It is just like the oxygen, food, water and blood needed by the human body. These things are not the purpose of life.

But without them, there would be no life.

In fact, the success of any enterprise is closely related to the healthy existence and development of the society. Only by keeping away from the short-sighted behavior of economic benefits and advocating harmony and development can we have good interaction with the society and the government, and provide necessary support for the long-term development.