Research On Cause-Related Maketing Strategy Based On 4R Theory

Corporate Social Responsibility (CSR) movement has affected enterprise management conditions in China from every aspect. Instead of abiding by contractual obligation passively, enterprises should make a marketing strategy under which they can not only perform social responsibility consciously, but also promote their sales. Whether the cause-related marketing would affect enterprises' interests, and how to find a balance point between public welfare and marketing are issues of concerning.Cause-related marketing strategy has been implemented in Chinese Enterprises, but there are some problems in the process of implementing, which give rise to the pondering of the making of cause-related marketing strategies. Through the analysis of the marketing environment of cause-related marketing, we found that it is risky for enterprise to implement cause-related marketing strategy; however, many forces in market opportunity drive the development of cause-related marketing in our country. In China the development of cause-related marketing is an inevitable product of the conformation of enterprises to market demands. To implement cause-related marketing strategy will bring promising prospects. After reviewed the literature in relevant to cause-related marketing researches, this paper sorted and summarized the research angles and results of both domestic and overseas scholars. Through comparation of the marketing theories we found that making 4R marketing theory as the theoretical basis, combining it with the characteristics of cause-related marketing we can make an enterprise's cause-related marketing strategy which can not only deal with the fast changing social environment and consumer expectations for enterprises, but also able to balance the relationship between carrying out corporate social responsibilities and the pursuing marketing interests, in order to finally make suitable strategies for Chinese enterprises to carry out 4R cause-related marketing strategy.We use fuzzy comprehensive evaluation method to evaluate the effect of implementing of 4R cause-related marketing strategy and take Erie group marketing strategy as illustration analysis. Through the effect evaluation we are given the conclusion that the implementation effect is "satisfied", and we find out that to implement 4R cause-related marketing strategy in China is feasible and valid.Cause-related marketing strategy has become an important means for enterprises to fulfill social responsibilities and to pursue a sustainable development. The cause-related marketing activities of Erie group can be taken as a reference for other enterprises which are interested in this area.