Enterprises Practice Public Welfare Undertakings, Deepen Brand Connotation

On September 6th, after the "5 / 12" Wenchuan earthquake, all sectors of society donated money to relieve the disaster. The "international rooster" list was circulated, and 100 thousand, 1 million, 10 million and 100 million became the scales of weighing responsibility. Every famous enterprise was put on the scale to show it.

The Yushu disaster relief party has swept the public opinion storm again.

Netizens "torture" conscience.

Chen Deming, Minister of Commerce, said publicly that there was no truth in the so-called "iron chicken (foreign invested enterprises) not making money" or "one hair" in China. "According to my understanding, the online companies have made a lot of donations, which are generally more than ten million yuan. Only a few individuals donated 2 million or 3 million yuan.

So it's not a fact on the Internet.

Chinese and foreign enterprises express their love according to their own way. The reason why multinational companies misunderstand the Chinese people is a little known business rule of public welfare marketing.

Similarly, participation in public welfare is very different.

In the face of the disaster relief donation activities, Chinese enterprises are more regarded as an excellent event marketing opportunity. Many private entrepreneurs are donating huge sums of money in the first place to win the public's attention.

At present, whether state-owned enterprises or private enterprises, entrepreneurs still dominate all actions of enterprises, and many important corporate behaviors are actually individual behaviors of entrepreneurs.

An entrepreneur summed up a set of "successful mode": if you want to be friends with the county leaders, you should achieve at least 1 billion yuan turnover; if you want to be friends with the municipal leaders, you should achieve at least 10 billion yuan; if you want to be friends with the provincial leaders, you need at least 100 billion yuan.

To put it bluntly, this is the politicization tendency of Chinese entrepreneurs. In China, such an environment of official standard for thousands of years, the symbol of success or failure of an entrepreneur is not whether the enterprise has a vision, nor is it respected or not, what is the unique value to consumers, but whether it can be an official, especially the officials of the democratic parties, NPC deputies and CPPCC members. This is the pursuit of many people.

The existence is reasonable, and officials have many advantages in China, for example, their safety will be improved, for example, people who find trouble in enterprises will be reduced, for example, they will gain more dignity and trust.

And "Hao donation" is a way to quickly spread entrepreneurs' nickname.

As long as there is money, it will become the object of media attention and become a celebrity.

In this style, "tonnage determines status, strength determines the right to speak" has become a strange phenomenon in Chinese business circles. Now many people do charity more for the name, for enterprises, of course, for their own safety and other purposes, this is in essence different from the people who believe in their own inner peace and silently doing charity.

However, multinational enterprises with relatively mature management are involved in public welfare activities. They are absolutely corporate behavior rather than individual behavior. They have different ideas from Chinese enterprises and their own set of operation processes.

First of all, they believe that the main body of the disaster relief should be the Chinese government.

Donations and assistance from foreign governments, organizations and enterprises are simply out of humanity and friendship.

Secondly, natural disasters are frequent everywhere. If every time they donate too much money, enterprises will be tired of coping. If all of them donate money, then the enterprise will become a charitable organization, which is out of line with the commercial rules and capital laws.

Third, multinationals donate every cent of their money to investors and shareholders, so they must be careful when they donate money. They should consider the affordability of enterprises and the returns of shareholders to their profits.

There is another important reason why pnational corporations, which are quite different from those who should be obliged and obligatory, have a faster reaction rate than domestic enterprises. The main reason is that the parent companies of pnational corporations are both abroad and shareholding systems. Although most of these enterprises have special funds for charitable purposes, they still have to be approved by the board of directors, and the amount is related to the severity of the disasters. Before they fail to solve the disaster, they often only make donations according to the Convention. Once they know the extent of the actual damage caused by the disasters, they will continue to be added.

After the Wenchuan earthquake, NOKIA formulated a complete donation strategy.

They first raised donations to employees in China, the United States, Finland, Canada and Denmark. At the same time, enterprises also donated the same amount of money donated to employees. Secondly, NOKIA attached more importance to long-term investment in post disaster reconstruction, including the donation of new hope primary schools, providing re employment skills training to ensure that NOKIA's "hand in hand project" resources were tilted to Sichuan and carried out its "orphan rescue plan" in some affected areas.

This series of input is more in place and more public service than the simple way of donation.

Compared with multinational corporations, Chinese enterprises are immature in participating in public welfare undertakings, which is related to the lack of genuine philanthropists in China.

In my opinion, there are several prerequisites for large-scale philanthropists: first, there must be faith; what is the purpose of charity for those who do not believe in it? This is a source of problems.

It is for their own peace of mind, to do charity for their lofty ideals, for charity is not for fame; second, for security, there is no need to worry about what will happen one day, no need to worry about who will come to trouble, that is to say, they can stand up to strict examination, but in such a situation that the legal system is not yet perfect, this state is hard to achieve, so charity has become a means of calamity. Third, charity should be low-key and unnamed. At present, charity industry has become an advertisement in China. Many philanthropists abroad do not do charity for others.

"Smart people" can use philanthropy to do low cost advertising and promotion, to fool customers, and let everyone feel that this company is "good man", and those companies that are obscurity and sincere in charity are called "bad guys" by the public, because they do not make a name for charity.

No wonder Ma Yun's "monism" and Wang Shi's "ten dollar theory" Alibaba and Vanke will be pushed onto the cusp.

Practicing public welfare undertakings and deepening brand connotation

Most enterprises in China have been involved in public welfare undertakings, and charitable donations are the most important way. However, under a single way, few enterprises engage in public welfare activities in order to strengthen the brand.

Those companies that specialize in public marketing not only invest a lot of financial resources, but also invest a lot of manpower and knowledge, carefully select the most suitable public welfare projects, and then publicize their goals and contributions to the whole world.

In this way, enterprises and social welfare services complement each other and achieve a win-win situation.

The strategy of sponsoring social welfare undertakings for brand building not only helps the public utilities get the necessary financial resources and the unprecedented support from the business community, but also improves the brand's reputation and loyalty, strengthens their relationship with business partners, and promotes the sales of products and services effectively.

From the best practices of many foreign brands engaged in public welfare marketing, we can summarize the following five points:

First, enterprises should choose social welfare undertakings that can promote their goals.

In essence, the vast majority of public welfare marketing projects should aim to enhance the brand image in a meaningful way according to the main stakeholders of the company, such as customers, employees, communities, government officials or suppliers.

Almost all social welfare undertakings can find their place in the company's related brand building.

Therefore, when undertaking the public welfare marketing, the company should first choose the public welfare business that is consistent with the business objectives, instead of paying too much attention to the hot spots of the society.

Second, enterprises should first select the public utilities that they want to invest in, and then choose like-minded partners. Otherwise, the project of building brand through public welfare will become too dependent on partners.

In fact, no matter how big the scale is, no company has enough resources to make it own a public welfare undertaking, such as earthquake relief, which involves many aspects. But enterprises can think of themselves immediately when they think of public welfare.

Third, enterprises should invest all assets, especially employees, in public welfare undertakings, so as to maximize their professional skills in public welfare undertakings.

The high involvement of employees is not only conducive to the implementation of projects, but also the key.

Because when the commonweal marketing is integrated into the voluntary component, employees' feelings on the company will be further sublimated.

Fourth, enterprises should publicize their public welfare projects through all possible channels.

In addition to the media, we should publicize its public welfare activities through the Internet, annual reports, direct mail and other media.

We should pay attention to the publicity of public welfare marketing: the most acceptable public marketing projects for the public and the media should be feasible. Enterprises should not put themselves together with a public welfare undertaking. Similarly, non-profit organizations which are respected by people all the time for the consideration of economic interests and agree that enterprises use their brands to carry out product publicity is also dangerous.

Fifth, businesses should not let charities and their businesses be out of touch.

To make full use of their unique assets and expertise in public welfare activities, and to sponsor brand building through social welfare undertakings, it is a way to pform corporate citizenship into a valuable asset.

If chosen properly and implemented effectively, social welfare undertakings and sponsoring enterprises can complement each other and enhance each other.