Social responsibility to carry out sustained marketing
We also talked about a short-term liability on the long-term responsibility for marketing and marketing topics. I always think that if from the social responsibility of marketing to get the most value, maximize its power, long-term sustainability of social responsibility are planning marketing will be far better than short-term social responsibility marketing.
Some companies will use some short-term carry out his commitment to social responsibility of marketing activities and promotion of these activities are often related. For example, a well-known IT companies I spoke on the promotion of a product, to the hope Xiaoxue contributions.’s Users to buy products more the greater the amount of their contributions. a well-known digital camera company, organized a tour to the poverty-stricken mountainous areas, donations and experience life’s activities, and thus expand marketing, these acts can not be truly effective in fact the social responsibility of marketing, in fact, more of the known as event marketing, public marketing and so on. enterprises to participate at one time point only to certain social responsibilities and associated activities and launched a marketing campaign, rather than assumed a social responsibility. their social responsibilities have its contingency and uncertainty.
A simple analogy can be identified. One day to see beggars in the street, and charity of his change. But this and working to improve the quality of life of begging on the streets persons social worker, is totally different in people’s minds.
So we say that social responsibility should be included in the corporate marketing long-term strategic planning. The advertising point of view that corporate social responsibility marketing, corporate image will improve consumer awareness. Businesses and consumers through the shoulder associated with social responsibility strengthen its image, increase in consumer awareness of recognition, thus making the link between customers and businesses more secure. corporate social responsibility assumed, so that enterprises can have more than the competitors with different symbols of identification produced more competitive. and successful marketing, corporate social responsibility makes consumers aware of its own interests and business interests are closely related. this understanding, once formed, in the purchase decision will bring great advantages for the enterprise. order to increase products. Now we see that the international giants, often through commitment to “environmental protection”, “children’s education” so closely related to the responsibilities and objectives of the consumer to closer relations with customers.
And other business related parties will also benefit because the marketing of corporate responsibility. Initiative to bear the social responsibility to make it easier for good social reputation, the establishment of cooperative relations between the government, better credit often brings more easily ability of funds between banks. The establishment of the social responsibility of a marketing company, they often become the social responsibility of staff to work one of the long-term vision. improve the cohesion of personnel within the enterprise and enhance staff’s sense of honor. commitment to the community responsibility and good corporate marketing and partner in the process of cooperation will also be a plus to them.
Here we must mention, many multinational corporations, in the use of social responsibility to create some barriers to trade. This phenomenon has generated. Chinese enterprises in the future development of the process you want to globalization, will inevitably be faced with other international companies assume responsibility for the local community, while trade barriers have been established. In addition, there is the social responsibility through a unified certification system to create barriers to trade. The more successful cases is the SA8000 standard. The standard is designed to ethical procurement activities, to improve working conditions worldwide. in fact corporate commitment to improve the working conditions of workers of social responsibility. When the SA8000 as an international third party recognized standards of social responsibility, China’s competitive advantage of cheap labor to have some impact on SMEs. only to meet SA8000, these enterprises have the opportunity to some well-known enterprises and international cooperation, and meet the SA8000 will actually increase the operating costs of Chinese enterprises, reducing their competitiveness. This is actually a disguised trade barrier. However, it is said that from long-term development of human society’s point of view, this is not a bad thing.
Therefore, we see social responsibility marketing value generated is often continuous, which is why we say that the social responsibility of marketing should be continuing to carry out. Social responsibility marketing successfully carried out longer, enterprises obtain the cumulative the more benefits in all aspects. just from the ad height terms, social responsibility, marketing, the longer the successful launch, marketing and more with the continuity established in the minds of consumers the more rigid barriers to competition, its customers the relationship between the more difficult it is to break competitors. All of this is carried out only in the short term corporate social responsibility, marketing can not be obtained.