Study On Enterprises’ Cause-Related Marketing Strategy

As an effective mode of marketing, cause-related marketing combines the enterprise marketing concept with public welfare charity. It produces interaction and communication with consumers through the implementation of commonweal activities, and then makes consumers get self satisfaction, by the same time the enterprises perform their social responsibility and make brand benefits, so that the consumers gradually pay attention to the brand, gain affection and form a stable loyalty, at last obtain a consumer- enterprise-social win-win result. But due to the lack of long-term strategic cause-related marketing considerations, many enterprises of our country usually focus on the short-term donation’s marketing value, resulting in negative influence.Enterprises are faced with a lot of complicated and profound changes and problems. If they want to seek development in this new form, they must comply with the ever-changing market pattern and makes some innovations and breakthrough. In the different form, how to combine the cause-related marketing with enterprise development strategy is the question which this paper studies. This paper takes ji’nan shengquan group for example to research the existent problems of cause-related marketing. By the method of literature research and case analysis, this paper firstly describes the status and social behavior of the cause-related marketing. Through the analysis of the internal and external environment of enterprises, it finds out the existent problems in cause-related marketing for ji’nan shengquan group and analyzes the reasons of enterprises’ cause-related marketing. And then this paper concludes that the cause-related marketing is a systematic, long-term process, so the enterprises must give up the idea of instant success, and make a systemic and long-term strategic marketing planning. Strategic cause-related marketing should be consistent with the strategic target and development direction of enterprises, so this paper proposes the strategy management model of cause-related marketing. If the enterprises want to enhance their market competitiveness through the implementation of cause-related marketing, and obtain the maximum benefit while improving their reputation, they must raise the cause-related marketing to strategic height. Starting from the strategicplan, the enterprises should make science marketing plan, use reasonable marketing strategy, and then graspe the implementation and process control of cause-related marketing plan. Only in this way can the enterprises really achieve the original purpose of cause-related marketing, and obtain a business reputation and interests win-win result. At last, this paper provides advice for ji’nan shengquan group to improve the cause-related marketing.