Keyword: disaster donation enterprise marketing theme editor's Note: Although the number of contributions is not a measure of a company really help the disaster victims of the sole criterion, but you must know is that in many cases, corporate social sense and brand reputation and not advertising, but rather in the social need, people need a sense of responsibility. No one imagined that attracted a great deal of hope in 08 is such a difficult one.
May 12, a shocked the world of natural disasters, touched the hearts of millions of people, on the Sichuan earthquake news constantly through television, Internet, newspaper, radio, and other platform to spread to the US, as flesh and blood people, we are a very strong and dedicated deeply moved by the fact that, being a and a feeling of unity and love the encouragement, the earthquake in Wenchuan County, Sichuan province touches the hearts of every people, shake the whole of China soul.
Distress rally. In this context, we have witnessed China corporate social responsibility and ethics, many companies are known to occur in Sichuan earthquake disaster in the first instance on generosity, 2300 million Bank of China Construction Bank and yihai Kerry company contributions 2000 million respectively, mengniu group donated 10 million Yuan and the value of 10 million yuan of milk, Lenovo donation of 10 million Yuan, the total contribution aux group has 600 million, in addition, hundreds of tons of milk powder, medicines, blankets, tents and other daily necessities and necessities that are continuously sent to disaster areas, as Niu gensheng: the larger the social responsibility of enterprises. We are pleased to see that the enterprise's donor action continues, more and more enterprises in the face of disaster demonstrated enterprise should have morality showed a sense of responsibility of Chinese entrepreneurs, while enhancing the public enterprises and enterprises in brand awareness and appreciation.
Thanks to modern networks developed and information transparency, corporate donations and contributions to the public for the first time on TV, network or newspaper and other media was informed, however, is precisely with the help of the media, let's see a few in the earthquake disaster also spoke in a "marketing", about "human nature" of the brand.
A day after the real estate enterprises in earthquake in Southern Metropolis advertising called startup assistance disaster plan, pompously at the local square, the great love of donor names, commercial subtle, is greatly Sau a toss about the results of the day, the final level of contributions is 30 million and the cost of advertising for allegedly has up to 10 million.
Similarly, in the country, "high profile" announced contributions to earthquake-stricken area is no longer a small number of enterprises, and the level of contributions is inversely proportional to the press release seems more fierce, these advertisements properties of the soft article will not only contribute in certain enterprises this senior leadership, brand image of the importance of highlighting, contributions form the novel describes jazzed more simply past charitable action column to a table to show business and brand image. This one, even a well-known real estate leader in donated 2 million future advertising, but also everywhere as so-called "Board of Directors authorized the maximum individual contributions", or even internal provisions of the General staff of the company shall not exceed $ 10 donation, perhaps, in these fine going up at "marketing" of manufacturers who seems to be: only sales hype, hype, hype just as have the eye and speed, to donate 1 million, far to the Enterprise do 100 million advertiser is more valuable.
Although the number of contributions is not a measure of a company really help the disaster victims of the sole criterion, but you must know is that in many cases, corporate social sense and brand reputation and not advertising, but rather in the social need, people need a sense of responsibility of a performance, an enterprise, only in the performance of its social role and social responsibility, in order to obtain a reasonable return, and this return is far better than you at one of the most needed inputs to many times over.
Here, we have no intention to criticize any truly help areas of enterprise or individual, on the contrary, we enjoy those close to the disaster area compatriots do so many works behind the scenes, such as the network's award-winning contributions of 50 million of an anonymous company feel admiration and respect, however, for some hold "spread, hype, show" purpose of donor enterprise, we can only express our deep regret, seismic disasters cannot be used as a marketing opportunity, we encourage donors to encourage the dissemination, but never encourage lending disaster theme show of hypocrisy.
Chinese 天佑, 2008 is the glory and disaster brilliantly year catastrophe is China's land, glory, we have a heart to heart, sincerely wish China Sichuan compatriots had difficulties, very sincere wish China from this peace!
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