Chapter 36 Chapter 34 Social Responsibility Marketing, New Competitiveness of Enterprises

We want marketing to have a conscience.We endorse "sustainable marketing," marketing that focuses on the prudent use of energy and resources. The "green movement" calls for washers and dryers that use energy more efficiently, smaller cars with more energy-efficient engines, and more. — Kotler The core of social responsibility marketing is trust marketing.The purpose of social responsibility marketing is, in essence, to establish a bond of trust with customers, gain their trust, and finally get the return of "Evergreen" and achieve the "win-win" goal of the enterprise and society.

Kotler believes that social responsibility marketing has two meanings: one is that companies must be responsible to consumers in order to obtain long-term benefits; second, responsibility itself is a social demand and a conceptual product that can serve Businesses increase profits. American Express is a good example of combining marketing activities with public welfare. In 1981, American Express launched a joint promotional campaign with San Francisco's "Fine Arts Group", and the company's tourism services department offered "socially responsible marketing" as a service.For every time a customer uses an Amex card, Amex donates 1 cent to the Ellis Island Foundation, or $1 for every additional Amex customer who opens an account. In 1983, American Express used the $1.7 million donated by this event to restore the spiritual symbol of the United States: the Statue of Liberty.This activity of extracting expenses from sales for public welfare has achieved great success.In this sense, building a brand’s social responsibility image is not just for the sake of being respected. While the company practices social responsibility, it can quickly increase the brand’s popularity and reputation, thereby improving the company’s long-term profitability.

Just as a general manager of American Express said bluntly: "Social responsibility is a good marketing bait." Enterprises conduct social responsibility marketing in the final analysis to promote their own "marketing".Generally speaking, the social responsibility marketing of enterprises has the following practical significance: 1.Enterprises fulfill their social responsibilities, which is conducive to improving their market development capabilities The construction of corporate social responsibility has injected non-utilitarian value content into the original utilitarian values ​​of the enterprise, and the enterprise has sublimated from the single value of valuing profit over righteousness to the value concept of emphasizing both justice and profit.It goes without saying that sustainable profitability is essential for a business to survive.The sustainable profitability of an enterprise mainly comes from its pioneering ability.The ultimate driving force for the sustainable development ability of enterprises lies in people.In the face of the new value atmosphere of both righteousness and profit, the formation of a consensus between enterprise managers and workers is the basis for the establishment and operation of enterprise incentive mechanisms.As an incentive mechanism, corporate social responsibility is a new revolution for corporate management, and it is also a source of motivation for improving corporate development capabilities.

2.Social responsibility marketing is conducive to promoting the cultural construction of enterprises Corporate culture refers to the sum of ideals, beliefs, value systems and codes of conduct formed during the development of an enterprise.From the perspective of value attributes, corporate social responsibility is an external manifestation and important content of corporate culture, and it is also an inevitable trend and requirement for the logical development of corporate culture.The two are consistent in terms of development trend, basic basis, basic purpose, basic content, and basic direction. Moreover, the two interact and complement each other, which not only injects new vitality into corporate culture, but also promotes the construction of corporate social responsibility. .Corporate social responsibility, as a new content of corporate culture, reshapes the value concept of corporate culture and promotes the construction of corporate culture.As a value system of an enterprise, corporate culture raises the construction of corporate social responsibility to a new theoretical height and a higher cultural level.

3.Social responsibility marketing is conducive to enhancing the competitiveness of enterprises Economic globalization has made the competition among enterprises unprecedentedly intense, and the scope of competition has gradually expanded.The competition of modern enterprises is not only the competition of market share, product or brand, but more importantly, the competition of service and corporate image. The corporate social responsibility enables the company to establish a good reputation in the eyes of the public. 4.Social Responsibility Marketing Helps Enterprises to Gain a Broader Survival Space

Corporate social responsibility is conducive to the creation of a broader living environment: for example, improving the sense of responsibility, initiative and creativity of corporate employees will help the company's production activities to proceed in an orderly manner, enabling decision makers and operators to have greater flexibility and Independence is conducive to gaining the trust, cooperation and assistance of related enterprises, and helps to gain the trust of the government and get more government funding and preferential policies.At the same time, corporate social responsibility is also a long-term promotion method, a form of advertising that attracts customers for a long time, so that it can obtain a large number of customers in a long-term and stable manner.Therefore, corporate social responsibility marketing is not only a payment, but also a way to obtain benefits from the society, creating conditions for the sustainable development of the company.

Some conscientious enterprises will choose another cause that serves the public interest.Apple distributes computers to schools in poor school districts.Avon provides grants to researchers to find causes and cures for breast cancer.Businesses can help other fields in hundreds of ways beyond just producing products and making money. — Kotler The purpose of running a business is not only to make money, but more importantly, social responsibility.It is true that the operating profit of an enterprise supports a group of people, but as a part of a social organization, an enterprise has to bear its own responsibilities and obligations on the large carrier of society.For many Chinese companies today, "corporate social responsibility" is still a fairly new concept.Among Maslow's five major needs, enterprises also need self-realization. Enterprises need to gain social identity and sense of belonging by selling products and services.

Beingmate is a local Chinese company that produces baby food.After a series of detailed investigations on the market, consumers, and society, Beingmate found that at this stage, young parents are extremely lacking in child-rearing knowledge on the one hand, and have extremely high enthusiasm for child-rearing on the other. When it comes to baby food products, consumers tend to carefully compare the ingredients and nutritional value of the products before making a choice, rather than buying some other products because of the powerful advertising, they will buy with the mentality of trying it out .

Through investigation, Beingmate found that in the field of baby food, the role of advertising is not more effective than the popularization of knowledge. In the late 1980s and early 1990s, foreign brands used advertising as a trumpet to successfully drive straight into the Chinese market because young parents did not receive enough guidance on how to choose products and what products to choose, so they had to follow Advertising lead. In fact, such loyalty is not solid, and it will eventually collapse when consumers make their own judgments. Beingmate has determined the specific content of the "Baby Care Project", which is to truly care about the growth of Chinese infants and young children from the three levels of childbearing, nurturing and education through the dissemination and popularization of knowledge, and is committed to telling parents how to raise your baby. Fundamentally meet the needs of young parents, that is, not only the demand for good products, but also the demand for knowledge on how to choose products and knowledge on how to raise children.

Beingmate has launched a franchise plan for parenting consulting services to promote Beingmate franchised stores.The store not only sells products of Beingmate, but also includes products of major brands of different categories for pregnant women and infants aged 0-6.In the franchised stores, for people who are new parents, eager to acquire scientific parenting knowledge and hope for their children to become a success, they carry out consultation and training in infant care, early education, etc., and provide various pregnancy and baby services in the store.Training baby-care consulting experts to sit in the classroom and provide baby-care consulting services makes Beingmate’s baby-care consulting service stores different from other stores that simply deal in infant (pregnancy) supplies and food. On the one hand, it makes it a better brand of Beingmate. It is a window to implement its "baby-care project"; on the other hand, the implementation of the baby-care project also provides an excellent operating platform and development opportunities for franchise projects.Franchise stores that combine behaviors of serving the society and business operations have different connotations and meanings from ordinary specialty stores. The combination of social interests and corporate benefits makes franchise projects have a more core competitiveness.

Through the correct positioning and comprehensive development of the "Baby Care Project", the brand of Beingmate has gradually become popular among the people. The comprehensive creation of the "Baby Care Project" has formed a considerable social impact, achieved huge social benefits, and promoted the promotion of the brand. The success of Beingmate lies in its attention to social interests. It is a case of social responsibility marketing in which social responsibility marketing achieves a win-win situation for the enterprise and the society. Beingmate produces products that meet the characteristics of Chinese babies. This strategy is of great significance. If it is not suitable for China Baby products will virtually affect the healthy growth of babies. Beingmate's strategy not only pays attention to social interests, but also finds economic benefits for the company, thus establishing a good image for the company and gaining more market share. . Beingmate has achieved success in social responsibility marketing through the "Nursing Baby Project".Generally speaking, the form of corporate social responsibility marketing generally has the following forms: 1.sales decision.The more products sold, the more corporate donations. 2.Titled public welfare undertakings.Put the public good in the name of the company or product. 3.Charity sale donation type. 4.Sweepstakes donation type.When customers purchase products, they can participate in the charity donation sweepstakes.If selected, the company will donate a product to relevant organizations in the customer's private name. 5.themed activity. 6.Establish a fund or award type. A smart company will take concrete steps to manage its relationship with its key publics in order to establish a good reputation. Corporate social responsibility marketing, like horizontal marketing, is an important method for companies to form new competitiveness.Because people now pay more and more attention to whether a company can undertake high-level social responsibilities, and they will judge the company's products and its image according to the responsibilities undertaken by the company. In January 2008, southern China encountered a rare ice and snow disaster that occurred once in 50 years.Within a few hours after Premier Wen visited the people trapped in the hard-hit Hunan section of the Beijing-Zhuhai Expressway, Tsingtao Brewery dispatched hundreds of employees from the Hunan area to deliver bread, biscuits, purified water, and cotton coats to tens of thousands of trapped people. Waiting for rescue supplies.The employees of Tsingtao Brewery, the government, front-line reporters of the media, and officers and soldiers of the army jointly brought warmth to the people who had been trapped for several days in the bitter cold and snowstorm.From 8:00 a.m. on January 29 to 2:00 a.m. on January 30, more than a hundred Tsingtao Brewery employees ran on the Beijing-Zhuhai Expressway. After all the relief supplies had been distributed, the Tsingtao Brewery employees did not hesitate to put their cotton-padded jackets on their bodies. I also took it off and gave it to the driver and passengers who were tortured by the cold.And they wear thin clothes and continue to pass on love. During the National Day for the Disabled, Tsingtao Brewery specially donated 1.5 million yuan to the Paralympic Games for the preparation and use of the Paralympic Games, to support the Chinese Disabled Sports Delegation to better prepare for the Paralympic Games, so that more Friends with disabilities participated and felt the passion and vitality brought by the Olympic Games. Tsingtao Brewery fulfilled the responsibility of Olympic citizens with the torch relay of love, showing its dedication to promoting the Olympic Games for all.As one of China's "Most Socially Responsible Enterprises" and "China's Most Respected Enterprises", Tsingtao Brewery relies on concrete actions, and social recognition and affirmation fully embodies its "social value is higher than corporate value". Kotler expanded the boundaries of marketing from the business world to a new field of responsibility. At this time, marketing went beyond non-profit marketing and social marketing. He called this kind of marketing social marketing. Social responsibility marketing means that while undertaking certain social responsibilities (such as donating to charitable organizations, protecting the environment, building Hope Primary Schools, and helping the poor), at the same time, it uses news, public opinion and advertising to improve the company's reputation, improve the level of corporate image, and enhance It is a form of marketing that increases brand awareness, increases customer loyalty, and ultimately increases sales. Therefore, the core of social responsibility marketing is trust marketing.The purpose of social responsibility marketing is, in essence, to establish a bond of trust with customers, gain their trust, and finally get the return of "Evergreen" and achieve the "win-win" goal of the enterprise and society. It can be seen from this that social responsibility marketing has two meanings: one is that companies must be responsible to consumers in order to obtain long-term benefits; second, responsibility itself is a social demand and a conceptual product that can serve Businesses increase profits. The focus of social responsibility marketing should still fall on "marketing", which is "doing good deeds and leaving a name". During the "SARS" period in 2003, China Telecom donated 11 million yuan, China Unicom donated 7 million yuan, and China Mobile donated 12 million yuan.Lenovo is now China's only global partner of the Beijing Olympic Games. It once donated 12 million yuan to help Beijing bid for the Olympics, and another 10 million yuan to fight against SARS. However, there was almost no publicity in the media, and the public did not know. Why is Lenovo so low-key?Yang Yuanqing said: "Of course, as long as you do public welfare, you can do it. You can't worship a Buddha. You have to let the whole world know." Rise to the height of social responsibility marketing. The practice of Nongfu Spring is just the opposite. Nongfu Spring’s nationwide fundraising for several months comes from the cohesion of thousands of hands. Compared with direct donations from enterprises, it has a multiplier effect several times the latter.In the same way, Procter & Gamble established the Hope Primary School through charity sales instead of direct investment. This is not only because it can reduce inventory and obtain more donations. Ideas can be said to use the conscience of the public to promote enterprises and products and achieve a win-win situation for society and enterprises.The concept of social marketing is an inevitable trend, and social responsibility marketing should be included in the strategic planning of enterprises as a long-term investment. A good PR department spends time advising management, recommending proactive programs and eliminating problematic campaigns to create a positive corporate image. Every enterprise hopes to establish its own positive brand image. We shoot advertisements and do publicity in order to create a good image for the enterprise that is deeply rooted in the hearts of the people.Today, social responsibility marketing has become an increasingly important means, contributing more to the brand image of the company. After the 2008 Wenchuan Earthquake, Wang Shi, chairman of real estate giant Vanke, said in his blog that his employees should not donate more than 10 yuan. Wang Shi believes that China is a disaster-prone country, and corporate donations should have a sustainable space, rather than become a burden.However, this behavior has not been understood, but has seriously hurt the majority of consumers, and has been abused by the majority of netizens. After enduring the storm of social condemnation for nearly a week, Wang Shi announced that he would invest 100 million yuan in post-disaster reconstruction free of charge, and publicly apologized for the "donation gate" incident.However, in the face of the huge disaster, netizens still find it difficult to calm down their inner anger. Some people say that Vanke’s donation is in the name of investment, and some say it’s just a cover-up for Vanke’s crisis public relations. Netizens demanded that Wang Shi “take the blame and resign” Higher than a wave...While Wang Shi himself was spurned by netizens, Vanke's shares also seemed to be abandoned by shareholders.From the closing price of 21.85 on May 15 to 16.5 before the transfer of shares on June 13, the stock price fell by 24.5%. At the same time, the little-known Wang Laoji donated 100 million yuan on the spot at the "Dedication of Love-Earthquake Relief Fundraising Gala" held in CCTV No. 1 Studio Hall, which touched every Chinese.Afterwards, a post "Banning Wanglaoji" appeared on the Tianya Forum, suggesting that anyone who sees "Wanglaoji" buy a can and "ban" "Wanglaoji" from the shelf... Netizens have responded by reposting, "Chinese people only drink Wanglaoji", "A friend in need is a friend, I really love Wanglaoji" and so on. For a while, the tennis world was "blocked" and "devastated" and Wanglaoji could only produce "resistance to blockade" at full capacity.Wanglaoji became popular all over the country overnight and became a national brand supported by the public. More and more examples show us that companies, especially well-known multinational companies such as Wal-Mart, Starbucks, Nike, and McDonald's, are relying on the path of brand building and are transforming from traditional advertising methods to fulfilling social responsibilities. The method is to rebuild corporate culture and corporate image by proactively fulfilling social responsibilities, and thereby build corporate brand influence.Therefore, for enterprises, assuming social responsibility and publicizing their actions can enhance the influence of enterprises and fulfill the obligations that corporate citizens should fulfill. At the same time, an enterprise that undertakes social responsibility must be an honest enterprise.They consider customers, provide high-quality services, and satisfy consumers with high-quality products, so as to win customers' trust in the enterprise and establish a good corporate image among customers. A good social image is an important condition for the survival and development of an enterprise.A good reputation helps a business attract customers, investors, potential employees and business partners. A company with a high sense of social responsibility always urges the company to turn to innovation in product design, production process, management and system, so as to achieve efficient operation. — Kotler For a long time, many entrepreneurs simply believed that the social responsibility of a company is to pay taxes according to the law, be responsible for products, and be responsible for employees.Many entrepreneurs believe that social welfare undertakings are not the responsibility of enterprises, but the responsibility of the government, and the social responsibility of enterprises is to keep enterprises alive.In fact, corporate social responsibility marketing can also promote corporate technological innovation and economic benefits. Beijing Matsushita Color Picture Tube Co., Ltd. is a large-scale modern joint venture established in 1987. Unlike many companies that only focus on efficiency, it is a company with a strong sense of social responsibility.The company currently has 1 color projection tube production line and 6 color picture tube production lines, with an annual output of 11 million pieces and an annual output value of more than 4 billion yuan. It is the color picture tube with the highest production efficiency, the most complete product variety, and the best economic benefits in the world today. manufacturer. However, Matsushita Color Picture Tube Co., Ltd. found some problems in the production of color picture tubes.It turns out that many processes need to use industrial water and pure water.As production continues to grow, water consumption also rises, which is inconsistent with the acute contradiction of severe water shortage in Beijing.Therefore, in the further development of Matsushita Color Picture Tube Co., Ltd., the urgent problem to be solved is how to solve the problems that restrict the company's production growth, such as the shortage of water resources, the increase of company costs, and the increase of water prices. In consideration of water conservation and cost saving, the company has carried out a number of water-saving technical transformation projects in the past few years, and must focus on water conservation in the production process.Use wastewater from all production lines to replace tap water for dispensing and washing equipment, phase 2 production line shadow mask internal magnetic cleaning water-saving transformation, phase 2 production line quasi-recolor tube cleaning water-saving transformation, fifth production line screen cleaning water-saving air-saving improvement, phase 1 production line Shadow mask cleaning reconstruction, water-saving renovation of LOOP machine high-pressure imaging recycling in the fifth production line, recycling of screen cleaning and regeneration in the second phase of production line, water-saving renovation of stem cleaning project, recycling of high-pressure water for screen cleaning and regeneration of all production lines, Article 6 Production line LOOP machine POS17 station water-saving treatment. In addition, the company proposed and stepped up the implementation of the waste water recycling pure water project, which fundamentally solved the company's water shortage problem, and also explored a new way for Beijing to create a water-saving city and establish a circular economy. Thanks to a series of efforts such as water-saving technical transformation projects carried out over the years, the company has reduced production water consumption and greatly saved the company's production costs.Since the company was put into operation 15 years ago, the output of color picture tubes has increased by nearly 10 times, but the water consumption has only increased by nearly 4 times.The waste water recycling pure water project demonstrates the corporate spirit of Beijing Panasonic Color Picture Tube Co., Ltd. to save resources, care for the environment, and be highly responsible to the society. It has contributed to water conservation in Beijing and saved the company's production costs. Good economic benefits have achieved a win-win situation of protecting the environment and improving economic benefits. In a competitive market, attention to social responsibility urges companies to innovate in product design, production processes, management and systems, and to promote the transformation of their profit and growth methods, rather than relying on blindly squeezing employees or using fake and shoddy products. Deceiving consumers for profit and development.Practice has proved that the sustainable development of enterprises ultimately depends on technological innovation, management innovation and system innovation.Through their own corporate social responsibilities, enterprises continue to strive to improve production efficiency, reduce energy consumption, change production methods, change from extensive to intensive, further broaden the field of innovation, improve the business environment, reduce resource occupation and waste, and save production. Costs, the development of circular economy, improve the ability of environmental protection, in order to obtain greater profits. Corporate social responsibility marketing can improve social welfare and create differentiated brand positioning and other benefits. Companies should combine social responsibility with their marketing activities. Discussions about Chinese corporate social responsibility are not new in China, but whether and how companies should undertake social responsibility is still a relatively vague topic in the minds of most entrepreneurs.Chinese companies and Chinese entrepreneurs are more familiar with and handy with building Hope Primary Schools, donating to flood-stricken areas, and various charitable causes and sponsorships.Some entrepreneurs who have the ideal of social improvement of "reaching the goal and benefiting the world" not only have the space to show their love squeezed, but sometimes even fall into the dilemma of love.There are also some enterprises that confidently believe that they act in accordance with the laws of the market economy, that the ultimate goal of an enterprise is to maximize profits, and not making money is a crime; Enterprises have assumed relevant social responsibilities if they can pay taxes according to regulations and create jobs. "From now on, for every bottle of Nongfu Spring, you donate one penny to the children's aspirations. By 2008, the Sunshine Project will bring the joy of sports to 200,000 children." This is an advertisement that Nongfu Spring broadcast repeatedly on some TV stations including China Central Television in 2002. On August 11, 2009, "Public Welfare Times" published an article "Nongfu Spring's 'one penny' donation is questioned". "Public Welfare Times" believes that "the meaning of the advertisement is simple and clear. The Sunshine Project of Nongfu Spring was officially launched in 2002, and the activity ended in 2008. The content is that every time a consumer buys a bottle of water from Nongfu Spring, he will donate a bottle of water to children in poor areas." Divide the money." But in fact, Nongfu Spring's "One Penny" public welfare activity did not last from 2000 to 2008, but was carried out in stages. According to Nongfu Spring, the "one penny" campaign is divided into three stages: the activity from July 2000 to December 2001 can be called "a penny to support the Olympic bid"; from April to December 2002 The activity is "One Penny Sunshine Project Activity"; the activity from January to July 2006 is "One Penny Drinking Water Thinking of the Source Activity". Nongfu Spring’s initial advertisement for the Sunshine Project in 2002 stated that “By 2008, the Sunshine Project will bring the joy of sports to 200,000 children”, which actually refers to “the sports equipment we donate to children can be used until 2008.” .Such a sneaky change of concept was pointed out by the Public Welfare Times that it is suspected of deceiving consumers. At the same time, the "Public Welfare Times" article stated that according to the advertisement, the annual sales volume of Nongfu Spring is 1.5 billion to 2 billion bottles. From 2001 to 2008, Nongfu Spring injected at least 15 million yuan into the student fund every year. did not do it. The disclosure of Nongfu Spring's "false donation" has caused intense social repercussions. At the same time, the China Social Work Association, the organizer of the "Public Welfare Times", announced that Nongfu Spring was suspected of "fraud" in the "One Penny Public Welfare" incident. It was blocked from the gate of the 5th Excellent Corporate Citizen Selection in 2009. Nongfu Spring, which originally wanted to promote corporate responsibility marketing through public welfare events, was burdened by the negative news of "fake donations", which had a great impact on the brand image of Nongfu Spring.It can be seen that when carrying out social responsibility marketing, enterprises have to pay attention to the possible impact, the costs and benefits of social responsibility marketing—otherwise, the losses outweigh the gains like Nongfu Spring. Kotler believes that corporate social responsibility marketing can improve social welfare, create differentiated brand positioning and other benefits, and companies should combine social responsibility with their marketing activities. China's local enterprises are far inferior to foreign-funded enterprises in this respect.Some people think that it is because we are not strong enough. In fact, Coca-Cola has donated a total of 30 million yuan in China in the past ten years, which many domestic companies can afford. In 2002, Professor Curtis C Verschoor and Associate Professor Elizabeth Murphy of DePaul University in the United States also conducted a research on corporate social responsibility and financial performance.The study selected the 100 "Best Corporate Citizens" (based on business-to-shareholders, employees, customers, community, environment, overseas investors, women and ethnic minorities) from the 100 "Best Corporate Citizens" A quantitative assessment of services provided by a customer base) compared to the financial performance of other companies in the Standard & Poor's (S&P) 500.Based on the 1-year and 3-year overall rate of return, sales growth rate and profit growth rate, as well as 8 statistical indicators of net profit rate and return on shareholders' equity, they concluded that the overall financial status of the "best corporate citizen" should be Far better than the rest of the S&P 500, with the former averaging 10 percentage points higher than the latter.More and more corporate practices and numerous research results have fully demonstrated that there is a positive correlation between social responsibility and corporate performance, and companies can completely transform social responsibility into real competitiveness.Therefore, modern society pays more and more attention to corporate social responsibility. In order to not only undertake the social responsibility of the enterprise, but also promote the development of the enterprise, the enterprise should also grasp the following two points when assuming social responsibility: 1.Assuming social responsibility is not just a negative burden, as long as it is well grasped and utilized, it can be transformed into an opportunity for enterprise development. Turning problems into opportunities is the job of an entrepreneur.Entrepreneurs will certainly show their talents in turning problems into opportunities under the new constraints of having to bear social responsibility. 2.It is necessary to firmly grasp the bottom line of the most basic social responsibility of enterprises to do well in their own enterprises. When undertaking social responsibilities, enterprises must prevent going to the other extreme: excessive pursuit of social reputation, or even great achievements, and undertaking too many social responsibilities that are not in harmony with the direction of their own industrial development and have inappropriate carrying capacity.