Research On Donation Marketing Strategy For Car Manufacturing Enterprise

Recent years the calls of enterprise donation are rising stronger and stronger, but automobile industry in China is not active in it, which brings more and more negative effects. In order to improve the enthusiasm of the car manufacturing enterprise donation during its marketing, government supervision and social restriction are far from enough. The key is to stimulate the subjective initiative of car manufacturing enterprise essentially. In order to solve this problem, he author of this paper who has a definite understanding of the problems during company’s donation marketing puts forward a management idea of car manufacturing enterprise donation marketing and build up a theoretical system of it. Two aspects, the form and development power were studied deeply. The author checks the positive effects of car manufacturing enterprise donation marketing from customers’ point of view by experimental approach. This paper is to solve the problems that car manufacturing enterprise is meeting. And not only is it good for enriching and developing the theory of enterprise donation marketing, but also it can promote a car manufacturing enterprise to develop its practice of donation marketing effectively. It is of great theoretical and practical significance. The main research results in this paper are in the following3areas.(1) Clear and definite the form of car manufacturing enterprise donation marketing.Car manufacturing enterprise donation marketing is based on grasping the customers’ social expectations accurately. The way of achieving it is mixing donation marketing with business administration together. The main purpose is to change donation marketing from the economic burden into the source of value by connecting its business association. So according to different reasons of enterprise donation, enterprise donation marketing can be divided into4fundamental types, External focus donation, Internal focus donation, Discrete donation, Strategic donation and according to social historical development, it can be divided in3stages. And according to the development of social history, enterprise donation marketing can be divided into voluntary, passivity initiative3stages. From these the current situation of car manufacturing enterprise donation marketing can be explored. At last, donation structure can be researched and studied further by3aspects, donation direction, donation way and donation sum.(2) Explore motivations of car manufacturing enterprise donation marketing. Management idea and practice mode of car manufacturing enterprise donation marketing are the inevitable choice of the social and economic development. On one hand the inevitability depends on the environment that enterprises are in. which improves the people’s attention of the car manufacturing enterprise donation, on the other hand it depends on the inner mechanism of donation marketing, which requests car manufacturing enterprise to create the coexistence of social benefit and economic benefit through the method of donation marketing. The driving forces of enterprise donation marketing includes market drive, environmental drive and self‐drive. The driving principle is a base where we can understand the mechanism ofthe marketing donation deeply. Its practical benefit is the key where we can study the mechanism of donation marketing.(3) Build the car manufacturing enterprise donation marketing strategies.The implementation of car manufacturing enterprise donation marketing includes3parts, concept upgrade, behavior into and security support. Implementation strategy is based on concept upgrade. First we can realize the transformation of thinking perspective and strengthen the construction in enterprises’ system and enterprises’ image to realize the effective integration of concept and management. Behavior into is the core of the strategy. Through the analysis of the path and behavior control the author ensures that enterprise donation marketing support enterprise strategy management. How to implement car manufacturing enterprise donation marketing needs many aspects and many links cooperate actively. External security is mainly embodied in the social environment and the social policy. Internal security is mainly embodied in the organization structure, financial system and human resources.There’re3aspects of innovations of this paper:(1) Research framework innovation: construct car manufacturing enterprise donation marketing’s research framework, which is committing theoretical research, view research and countermeasure research. The framework combines external view with internal view, explores the external performance and internal essence of car manufacturing enterprise donation marketing in detail and then puts forward the feasible implementing measures.(2)Theoretical research innovation: explore the form and driving mechanism of car manufacturing enterprise donation marketing. Based on the analysis, this paper borers car manufacturing enterprise donation marketing and deeply discusses the influential factors. It explores the development stage of the enterprise donation marketing and clears the current situation of car manufacturing enterprise donation marketing.(3)Countermeasures study innovation: Build the enforceable strategies. Through the research of its essence, this paper builds concept upgrade, behavior into and security support3aspects practical framework. To aim at different aspects it proceeds further refinement and decomposition.