Invite-Travel Social Enterprise Business Plan

Social enterprise is the new organizational form between public service organizations and the purely commercial organization. The business goal and vision of social enterprise is to solve a social problem. The biggest difference between social enterprises and commercial enterprises is: commercial enterprises use their profit in their shareholders’ dividends; social enterprises do not pay dividends, the incomes continued to be used in their social goal. You can always distinguish them from how they distribute their profits and what their goals are. They both in same marketing, and face same competition and challenges. Therefore, for a long-term operation, social enterprise must apply the concept of business operations and brand management. But in China, it always lacks of modern enterprise management and marketing perspective.The social enterprise project Invite-Travel is for the social problem of the rural children’s school dropout rate. In rural China, the school education recession and the rural economy languished, make children loss their dream and interest in learning. The project designed to lead the city people travel village to support rural education and rural economy. City people pay the whole travel, visit the villager in their homes, and invite rural children to a study tour to University. In order to make it competitive in the market, the project must use the operation of the commercial models and modern management operations.This thesis based on the theoretical systems of brand strategy, differentiation strategy, database marketing, Study how to built the brand, design the product, and retent customers. The study found that, for its social aims and objectives of concern, social enterprises find their values easily, so they can form a complete brand strategy to guide the project in successfully implemented. Social enterprise can easily maintain their attractive by making some difference from the competing products. And database management make it possible to achieve low-cost marketing and customer ownership. It is these three areas making social enterprises to win in the competition. Obviously, this study support the sound development of social enterprises from the perspective of marketing.