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Paper代写:Social responsibility marketing

2018-04-17 | 来源:51due教员组 | 类别:Paper代写范文

本篇paper代写- Social responsibility marketing讨论了社会责任营销。广义的社会责任营销是企业将自身作为社会长远发展的责任承担者和分享承担责任后得到可持续发展利益的受益者。企业将承担一定的社会责任视为己任,逐步形成企业意识或文化,贯穿于产品生产及流通的各个环节,对一定社会问题的关注及解决体现了企业和社会共同长远和谐发展的一种战略选择。本篇paper代写51due代写平台整理,供大家参考阅读。

Social responsibility marketing,社会责任营销,paper代写,代写,essay代写

Under the background of establishing social ecological civilization and promoting sustainable development, social responsibility marketing has become the trend of development. However, the lack of social responsibility remains the common phenomenon among the process of enterprise marketing. This thesis applies the SWOT method to put forward that the enterprises should be fully aware of their roles and shoulder the social responsibility in order to design and implement their strategy and tactics in social responsibility marketing.

Economic globalization has made the new scientific and technological revolution flourish, and the fierce competition between enterprises has made the business philosophy and marketing strategy have undergone a great transformation. In the face of environmental pollution, ecological imbalance, vicious competition, fraud customer problems such as frequent, people began to reflect on the disadvantages of industrial civilization brings to the economic development, and explore new man and nature, man and society, people live in harmony of civilization, ecological civilization form. Ecological civilization is the fundamental principle of sustainable development, which coincides with the pursuit and vision of sustainable development driven by modern enterprises with the concept of social responsibility marketing. Companies that can meet the needs of its development level of social responsibility, in the process of marketing activities, abide by social morality, and the objective law of development of the environmental factors, attach importance to the interests of consumers, government, the general public, use contains the concept of social responsibility of marketing, with the right marketing means and methods, and provide products rich in the sense of duty to the society, to promote the development of the enterprise at the same time, also promote the progress of the society. Therefore, corporate social responsibility marketing becomes the inevitable choice of enterprises in the era of ecological civilization.

Enterprises are the cells of the social economy. While pursuing profit, enterprises also start to realize and pay attention to some relationship with the whole society and shoulder corresponding social responsibilities and obligations. Philip, the father of marketing? Kotler in the 1970 s for the first time put forward the concept of "social marketing", which emphasizes the enterprise should bear the corresponding social responsibility in the development of the society, the economic benefit is no longer as the only goal of its pursuit, but require companies to integrate social responsibility into the enterprise marketing development strategy, promote the enterprise sustainable development, realize win-win business and social interaction and harmonious development of the situation. This is a kind of marketing concept with social responsibility, which points out a new development direction for enterprise marketing -- social responsibility marketing.

Social responsibility marketing can be understood in both broad and narrow sense. The generalized social responsibility marketing is the beneficiary of the sustainable development interest after the enterprise takes responsibility for the long-term development of the society and shares the responsibility. According to the domestic scholar professor su-ling Chen's point of view, the enterprise will bear certain social responsibilities as own duty, gradually formed the enterprise or cultural consciousness, product throughout the production and circulation of each link, the attention to certain social problems and solving embodies the enterprises and the long-term common harmonious development of a strategic choice. Narrow sense of social responsibility marketing refers to the enterprise in the production and business operation activities, to a certain social responsibility as the foundation, use advertising strategies, with the aid of the news media, improve and expand the company reputation, enhance corporate image, enhance brand awareness and reputation, strengthen the contact with the target customer base, achieve the trust, in order to realize the increase marketing form of final sales as the goal.

Generalized the social responsibility of the marketing concept is the social responsibility of the enterprise combining with enterprise values, mission and goals, as the enterprise core competitiveness and enterprise part of the elements of the strategy of sustainable development. Therefore, this understanding is put forward from the perspective of enterprise development strategy. The narrow sense of social responsibility marketing is that the enterprise will only assume social responsibility as a marketing strategy tool, so it will appear utilitarian and short-sighted. Enterprise aspect in social responsibility, such as for the poor, caring donation and sponsorship of hope project at the same time, and trample on social responsibilities, such as fake production, the production process such as environmental pollution, the profit for the enterprise with a fancy "moral" coat. Ecological civilization construction, therefore, need to enterprise marketing from a strategic point of understanding and the understanding of social responsibility, the ultimate goal of social responsibility is not a short-term benefit, each related interest but to establish long-term trust, trust each other under the concept of Shared responsibility, ultimately return built to last, achieve the goal of enterprise and the social all parties.

Social responsibility and the market marketing combination is great progress in the development of marketing concept, compared with the traditional concept, social responsibility marketing can bring more benefits to enterprise development, but also make the enterprise for a certain risks, the external environment of rapid change in the market today, the SWOT analysis of corporate social responsibility marketing is very important.

The essence of social responsibility marketing is to build a bond of trust with customers and gain the trust of customers. Based on this, marketing activities based on social responsibility can be more easily trusted by customers. Traditional persuasive marketing easy to cause the customer's purchase, as some sell behavior, for sales people trying to persuade customers to buy goods, consumers are likely to thinks that there are some defects and refused to buy the product. However, social responsibility marketing will avoid such an embarrassing situation, and enterprises will take social responsibility as the premise to carry out marketing publicity, which will better consider the interests and needs of consumers. Because the consumer is the most closely relationship with enterprise in the marketing activity of stakeholders, so enterprise in the process of developing marketing strategy, will stand in the perspective of consumers for the sake of customers, to provide customers with more meticulous and thoughtful service, the customer will also be touched by the sincere service, which is easy to form to enterprise's loyalty, it is also a social responsibility marketing brings to the enterprise incomparable advantage.

Corporate reputation is a special intangible asset of the enterprise, and it actively assumes social responsibility to build a good image and win a good reputation among consumers and the public. In the process of actively undertaking social responsibility, enterprises have continuously accumulated the added value of their products and brands, gaining consumer support and promoting enterprise value enhancement. At the same time, enterprises actively fulfill their social responsibility to alleviate the losses caused by various uncontrollable factors and gain external trust and support in the face of crisis. Thirdly, social responsibility marketing can strengthen the integration of enterprises in production system and value chain network, enhance the dependence and loyalty of relevant stakeholders, and effectively reduce transaction costs.

A country the competitiveness of the enterprises tend to represent the strength of the country, under the condition of market economy, enterprise's ability to chase profits, and the concept of sustainable operation and development is the outstanding performance of the enterprise competitive strength. Social responsibility marketing competition is a kind of enterprise reflects the soft power, is beneficial to the sustainable development of the marketing concept, which an enterprise can grasp the from the strategic height of overall marketing and promoting social responsibility, make enterprise development more proactive, carved out a unique marketing model, forms the enterprise core competitiveness, which an enterprise can from the red sea, into the blue ocean.

The main characteristic of social responsibility marketing is to choose the right marketing mode by paying attention to social problems, and the social problem itself contains huge business opportunities. Although corporate responsibility behavior needs to pay a certain cost, but if you can find business opportunities, so enterprise pay can be compensated completely, and will bring unexpected opportunity, formed its own unique difference advantage.

Although most of the theory and practice has proved that the social responsibility and realize the positive correlation relationship between marketing performance, but the positive correlation relationship is generally for enterprise's long-term development. Social responsibility requires enterprises must, however, financial support, when the effect of corporate social responsibility implementation brings to the enterprise development is not very significant, the risk may bring to enterprise's development.

Corporate social responsibility behavior requires the enterprise to pay a certain cost. The improvement of the original products, the development of new products, and the support and participation of the public welfare undertakings will increase the short-term cost of the enterprise, thus affecting the enterprise's benefit. When the enterprise to social responsibility for the content to carry out marketing activities have not been wide attention of the general public, businesses for social responsibility behavior is not effectively you pay for, before costs will be sunk costs, enterprise's enthusiasm bruised, make the enterprise development.

Production and business operation activities of the enterprise is a wide range of stakeholders, such as customers, shareholders, government, employees, and the interests of stakeholders is not completely consistent, can appear sometimes conflict. For example, in the process of trying to provide good quality and cheap goods for consumers, the profits of enterprises will be reduced correspondingly, and shareholders' interests will be affected.

With the strengthening of economic globalization and the gradual improvement of the social public awareness, corporate social responsibility is widespread attention from all walks of life, calls for the voice of the corporate social responsibility is higher and higher. First, as an organization that guides and supervises the marketing activities of enterprises, the government encourages enterprises to take the initiative to undertake social responsibilities. Dogwoods? Some local government functional departments around the construction of ecological civilization made a lot of creative work, such as standards for corporate social responsibility, and reached the preferential policies such as government, improve the enthusiasm of the enterprise to carry out the social responsibility of marketing for the development of the social responsibility of marketing provides a good external opportunity. Second, people for the strengthening of environmental protection, product quality and safety awareness, make consumers are willing to pay more for the pursuit of the products of high quality, high safety coefficient, in the enterprise bear the social responsibility of higher profits and returns, pushing enterprises and stakeholders into the benign development of circular orbit.

Enterprises in environmental protection, the protection of consumer rights and interests, food safety regulation problem is outstanding, destroy the ecological environment in the process of management of enterprises, infringement of consumer rights and interests, the manufacture of fake and inferior products such as frequent events, stimulated the social from all walks of life attention of implement the social responsibility of the enterprise marketing, facing the enterprise bear the social responsibility of challenging test. The world already has more than 400 different level and corporate social responsibility related conventions, standards, principles and international standard for corporate social responsibility has become the enterprise to carry out international trade activities under the new trade barriers, to do not accord with standard of corporate social responsibility of some enterprises in developing countries, will no doubt be at a disadvantage in trade negotiations and trade friction. Standard, moreover, with the domestic corporate social responsibility management system and the code of conduct, code the enterprise in the environmental protection, product safety and so on many social responsibility index, thereby increasing the enterprise's operating costs, improve the market entry barriers of the enterprise.

The above-mentioned SWOT analysis of corporate social responsibility marketing shows that enterprises have both advantages and risks in carrying out social responsibility marketing. But in the long run, the social responsibility of marketing to the enterprise benefits far outweigh the disadvantages of it, and with the implementation of the international and domestic corporate social responsibility standard, will further promote the enterprise in the social responsibility of marketing in the process of evolution, the overall development of the society will also with the improvement of the corporate responsibility more green, ecological and harmonious.

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