| With the development of China’s market economy,branding competition among enterprises is in full swing,especially in the context of "Internet+",citizens’ awareness of power and public responsibility has gradually increased,and the network has become an important place for public opinion expression and public welfare.As a new type of marketing,public welfare marketing can achieve the win-win goal of social benefits and economic interests of enterprises,and has become a new choice for brand marketing.However,with the increasing abundance of public service marketing activities and a wide range of consumer choices,it is especially important for brands to stand out from the crowd.If they want to achieve sustainable development and further enhance the influence and reputation of their brands,they need to upgrade their public service marketing strategies according to the changing market environment and consumer needs.Tencent Public Welfare,as the first public welfare foundation established by an Internet company,is able to lead the industry in many public welfare marketing projects,thanks to Tencent’s far-sighted public welfare marketing strategy and its innovative concept of "public welfare for all and public welfare at hand",which helps the public participate in public welfare in a more convenient and interesting way and constructs a new ecology of public welfare based on the Internet.It helps the public participate in public welfare more conveniently and interestingly,and builds a new Internet-based public welfare ecology.Using case studies,content analysis and questionnaire surveys,this paper explores Tencent’s public welfare marketing strategy,analyzes its successful experience,and proposes improvements in response to problems.The first part of the study relies on viral marketing theory(STEPPS)to analyze the necessary elements of brand public welfare marketing in five dimensions:social currency,inducement,utility value,story,emotion,and publicness.The second part examines the development background of Tencent’s public welfare marketing.Based on the four-dimensional framework of public welfare communication,the second part compares the motivations for the development of public welfare marketing on four levels:political environment,brand development needs,audience demand guidance and social development orientation;the third part delves into the development status of Tencent’s public welfare marketing from both content and characteristics.On the one hand,we selected the 100,000+public welfare marketing content of Tencent Public Welfare’s WeChat public number in the past two years as a research sample,and studied Tencent’s public welfare marketing content in terms of project background,marketing topics,target audiences and content forms by text analysis;secondly,we selected representative public welfare marketing cases of Tencent Public Welfare to summarize its marketing characteristics,which are Secondly,we selected representative Tencent Public Welfare marketing cases to summarize their marketing characteristics,including topics that follow hot topics,innovative and interesting models,the first festival IP,and the linkage of multiple communication subjects,and then drew research conclusions.After more than a decade of development,Tencent Public Welfare has created a number of influential public welfare marketing projects,which have achieved good results in terms of credibility and influence,but the author investigated the effectiveness of Tencent Public Welfare marketing and users’ feedback through an online questionnaire survey with random sampling and questions on audience awareness,preference,attitude and action.The authors found that there are still some problems with Tencent’s brand charity marketing,such as limited participation in brand charity,complicated rules for donation matching,unreasonable return mechanism,imbalanced allocation of platform resources,and delayed development of digital charity.In view of this,this study proposes optimization strategies in three dimensions:to make public service perception more "trustworthy",to make public service perception more "professional",and to make public service network more"agile".At the platform level,it is necessary to strengthen the use of big data,establish an opinion monitoring platform,and focus on safe communication to protect users’ privacy.At the technology level,it is necessary to expand public welfare marketing through new technologies such as artificial intelligence and blockchain.At the same time,it also provides a reference for corporate brands similar to Tencent to carry out public welfare marketing. |
