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Marketing Should Not Talk About Charity.

2008/7/11 10:24:00 41741

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We must donate one hundred million of the money and drink Wang Laoji. "

In the evening of May 18th CCTV earthquake relief fundraising evening, Wang Laoji donated 100 million yuan to the earthquake stricken area, and such a post of Wang Laoji has been circulating in the major Internet forums.

Correspondingly, Pepsi Cola and Coca-Cola, which have been regarded as Wang Laoji's most competitive rivals, have been boycotted by netizens. The hat of "iron chicken" has been tied to the heads of the two multinational companies.

What's more interesting is that I got the news from an insider. The former internet post came from Wang Laoji's public relations company, and then a web post is also from the same network IP address. That is to say, the public opinion trend is rising. There is obviously a public opinion leader.

"No profits and no go" is the rule of business.

Charitable donation is a manifestation of corporate social responsibility, and in return, on the one hand, enterprises can enjoy the corresponding preferential tax policies of the state, and on the other hand, they can set up corporate image through public relations activities. Therefore, the necessary PR activities after charitable donations are not unreasonable.

Similarly, corporate propaganda for charitable activities also makes the public acquiescence the rationality of this "speculation" behavior.

However, from the international experience, this kind of speculative corporate philanthropy is not popular. The managers of enterprises do not have the right to donate money to such a large shareholder. At the very least, the donations of enterprises to speculate on charitable causes are subject to shareholders' supervision.

How do foreign enterprises balance the relationship between charity and shareholders' rights and interests?

The reason is that the charitable behavior of enterprises in the European and American countries is mainly based on the form of stocks, thereby forming a continuous donation to charities through the profits of enterprises.

Because this form of charitable donation is not popular in China, when most domestic enterprises engage in this kind of opportunistic charitable behavior, it is easy to lead the public towards the cognition of corporate philanthropy. One of the most common phenomena is that consumers always look at other businesses' charitable behaviors with colored glasses.

This is not conducive to the development of the whole charity.

This is analogous to the "rule" of the "bad money drives out good money" in economics. Some companies that have long adhered to charitable public action can not be effectively recognized. Eventually, they will turn to charity speculation, which will eventually lead to a benign circular development of the whole social charity, thus turning into a "disaster charity" for temporary prosperity.

Wang Laoji's generosity should be fully affirmed and even respected in the face of national difficulties. At least Wang Laoji's purchase of goods at the terminal is enough to show that he has two places to learn.

But as a gimmick, it is not a good idea to make a big hype or even hire a gunner to fight against competitors.