Nowadays, the concept of corporate social responsibility is gradually recognized by more people, who believe that as an important market subject, enterprises should take the initiative to assume certain social responsibility in addition to developing themselves. More and more enterprises are also aware of the importance of good business and public welfare development, and they are no longer pursuing economic profits alone. At the same time, they are also concerned about the impact of their own behavior on society and the environment, and integrate goodwill and public welfare into their business development. This will not only enhance their social influence and create good public opinion, but also win more development opportunities for themselves.
Since 2006, Alibaba has been practicing in rural areas. According to the data of Alibaba Poverty Alleviation Work Report (the first half of 2018), in 2018, a total of 2 million businesses and 420 million users made public donations through Alibaba Public Welfare and Ant Financial Service public welfare platforms, with a total of 7.74 million people helping the poor.
In 2016, with the help of science and technology, Hujiang Education launched the mutual+plan public welfare project, distributing free paid courses to teachers and students scattered in rural areas, and realized real-time live online dual teacher teaching with the help of the Internet education platform CCtalk. There are more than 5000 rural schools in the mutual+plan public welfare project, covering 31 provincial administrative regions in China.
Starbucks has been advocating an environmentally friendly lifestyle for years. It announced that it would no longer use plastic straws in 2020, but instead use non plastic straws and duckbill cups. It also launched a green loving activity on the World Environmental Protection Day every year, offering a cup of coffee for users who bring their own cups into the store for free.
Fashion FMCG brand H&M has been encouraging users to participate in the "old clothes recycling" program in recent years, and has won a large number of users' favor for itself.
Kindness is the top enterprise marketing
Brand is half product and half personality. Kindness and sincerity can make people recognized and respected by others, as can corporate marketing.
Marketing for good is not about enterprises doing more public welfare activities on the spur of the moment. A truly good enterprise is to put good faith and honesty into every production and operation link. Whether to make money from consumers or embrace their customers with goodwill determines the length and breadth of an enterprise's future development.
There is a story that there are two privately contracted minibuses on the bus line from Xiangkou to the railway station, and most of the passengers are old and small. The conductor of No. 1 bus seldom lets children buy tickets. Even if a couple takes several children, they only ask passengers to buy two adult tickets.
On the contrary, the No. 2 bus, as long as there are children, requires full ticket for the older one, and half ticket for the smaller one. The conductor always said that the car was contracted, and how much money should be paid to the passenger transport company every month. If it was not paid in full every month, it would be impossible to work immediately. The passengers also understood and bought tickets according to the regulations. Three months later, No. 2 bus was out of service because there were few people in her car.
Through this story, we can imagine that many enterprises in the same running line have ended up in different ways due to different management concepts. In many cases, the service of enterprises is not a set of preset and unchangeable processes, nor is it simply to satisfy customers. The truly powerful marketing service is often able to exceed the original expectations of customers. Only by allowing consumers to experience a happy shopping process that exceeds the value for money, can enterprises truly win the trust and loyalty of consumers and achieve a win-win situation for both customers and enterprises.
How can enterprises fulfill their social responsibilities and do a good job in marketing?
Bill Ford once said that a good company can provide excellent products and services to customers, while a great company can not only provide excellent products and services to customers, but also make the world a better place with all its efforts.
Huang Haoming, vice president of the School of International Public Welfare of Sun Yat sen University, also said that enterprises should do three dimensional things: first, enterprises should be responsible for shareholders and ensure the principle of profitability; Second, sustainable development should be taken into consideration, and the fundamental point of corporate social responsibility should be people-oriented; Third, we should consider the impact of the social environment.
So how should enterprises fulfill their social responsibilities and do a good job in marketing?
1. The product should meet user needs
Product is the core of an enterprise. A good product should perfectly solve the needs of consumers and eliminate pain points. For example, the purpose of using a search engine is to obtain information. If users cannot retrieve the content they need, it will naturally affect users' trust and goodwill towards the search engine in the long run.
It can be said that whether an enterprise's products or services can stand on the market is fundamentally determined by the user needs that the product functions meet.
2. Adhere to the principle of altruism
When consumers buy your products, they believe that your products can meet their needs; When employees choose to join your enterprise, they trust that they can earn money to support their families and realize their own value in life. The enterprise's control of product quality, care for employees and protection of rights and interests are conducive to the shaping of enterprise brand image.
Kindness and integrity are the best lubricants for brand marketing. Only by adhering to the principle of "altruism" can we achieve a win-win business pattern.
3. Carry out the enterprise goodness model within our ability
Starting from the field where the enterprise is located, giving full play to its own advantages and carrying out public welfare activities within its capabilities will also help improve the popularity and reputation of the enterprise.
If you are in the medical industry, you can regularly hold health lectures and free clinic activities; If you are an educational enterprise, you can record free public lessons for everyone to watch; If you are a clothing enterprise, you can launch a recycling activity for old clothes to encourage consumers to participate; If you are a skill training enterprise, you can provide free training courses for the unemployed
On the premise of doing a good job, enterprises should do more good things, which will bring more positive impacts to enterprises and society.
