The Strategy Research On China Cause-Related Marketing Of Faw-Volkswagen

Along with economic globalization and integration trends forward, competitionamong enterprises has broken borders. In order to gain a competitive advantage inthis environment must be set aside the principle solely for sales, but from the heartsof consumers. Build a platform which consumer identity and background of publictrust. Implementation of user-friendly marketing campaigns, this behavior is the"cause-related marketing ". Cause-related marketing in the United States arising since1981, it has been widespread concern of practitioners and theorists. Though not long,but in Western countries has been a large number of applications.Cause-related marketing in China is just emerging, but there has been a boomingtrend. As the ancient which has a history of5,000years of civilization, the traditionalculture that settle down for thousands of years of the Chinese nation not only providea fertile soil for the rapid development of the cause-related marketing, while they maybe the detention of the Cause Marketing Development. On the one hand, due to thebound of traditional ideas or incomplete understanding on the true meaning of CauseMarketing, China’s enterprises in the use of it often results in a negative result. As aresult many people generate aversion to the commercial purpose of it. On the otherhand, the results produced by some companies in the process of cause-relatedmarketing is not satisfactory, because the lack of sophisticated marketing tools andtechniques. Therefore, the proper understanding of public marketing, and learneffective cause-related marketing model is especially important. This paper first reviewed the achievements on corporate social responsibility andcause-related marketing research from Chinese and Western scholars in to determinethe framework of this thesis, and then determine the research method and to solve themain problem. After that describes the generation of cause-related marketing and theroot causes, as well as further explain the meaning of it. Subsequently, through publicmarketing case analysis of FAW-Volkswagen, summed up the characteristics ofcause-related marketing.Finally, this study reached the following main conclusions:Entrepreneurs should change the traditional thinking, and actively take part inthe application with the cause-related marketing. At the same time, corporate socialresponsibility is the premise of cause-related marketing, only those who fulfill theircorporate social responsibility well can get a long-term and stable interesting. Theactivities of the cause-related marketing must be commencement on the ground ofIntegrity, and to actively learn the successful experience in marketing operations,improve their marketing capabilities. Enterprises should be regarded as publicmarketing enterprise business strategy, follow the principle of long-termperseverance.