There are many understandings about the definition and planning methods of public welfare marketing. Mr. Tao Wei, the founder and practitioner of China commonweal business model alliance, believes that commonweal marketing should have two contents: one is the marketing behavior with product marketing as the goal, social commonweal as the guidance and commonweal as the carrier. The second is the marketing behavior for the promotion of public welfare undertakings (such as charitable funds, public welfare projects and large-scale public activities). These two contents often have the function of mutual penetration and promotion. After the era of large-scale public welfare industry theory, economic pursuit has become the mainstream value orientation of society, and people have become both eager and evasive about the economy-everyone wants to get wealth, but avoids others from "marketing" out of their pockets. While practicing hard to sell, everyone refused to sell. Today, the highly utilitarian and cultural modern currency has built a series of invisible high walls for human communication. At the same time, relatively utilitarian intermediaries such as art, culture, sports, education, and blood relationship have become efficient carriers for people to relax their guard and reveal their hearts. Of course, noble public welfare undertakings are naturally among them. As a result, some prescient business people gradually avoided the secular vision, boarded the public welfare express train and sailed to the other side of marketing. In this way, new ideas and methods that are superior to the traditional marketing concept, such as public welfare marketing, spread —— from Mr. Tao Wei's sociological explanation of the value realization of new marketing models including public welfare marketing to "public welfare" from the perspective of ethics in 2008, that is, the concept of "altruism" in ethics, which is also recognized by the society in the moral standard system under specific historical conditions. It is the noble commercial virtue required by the mainstream ideology of society ● The "public welfare" economy and market behavior under the market vision are restricted and influenced by morality. Normal economic behavior itself is the public welfare purpose of highlighting market behavior, which will make people easier to accept and trust. Public welfare in marketing is the consistent realization of people's interests, or the realization of the value of most stakeholders. Its biggest feature is that it not only meets the interests of both the supply and demand sides, but also highlights the concern for the interests of others (non-stakeholders, such as vulnerable groups, * * * * the same ideal, national circumstances, etc.). ● The real marketing spirit is public welfare. Mr. Tao Wei believes that the characteristic of marketing is to satisfy the value of both supply and demand, and it is the most dynamic key link in the market economy system. It participates in the construction of human material civilization and spiritual civilization with positive creativity, and ultimately affects the redistribution of wealth ownership. The spirit of public welfare marketing is to integrate and meet a variety of value needs. Why is it public welfare marketing ● The helplessness of homogenization competition-90% of peers are using the same marketing tools to deal with target customers every day-65,438+0,000% of target customers are tired of accepting the same business form every day-in the homogeneous competitive environment, when you or your employees find marketing difficult, or even some people begin to secretly transfer customer resources, sales may only achieve less than 50% of the target. In this environment, enterprises are constantly looking for new marketing channels and exploring more efficient marketing management ideas (the so-called marketing change is actually the change of product marketing strategy) ● The development and evolution of emotional theme consumption and "dislocation" marketing ideas artistic marketing: conference marketing of clothing and luxury goods: news marketing of health care products and industrial products: business services, event marketing of public products: academic marketing of new concept products and consumer goods: the value of dislocation of consulting, information products and educational products, Avoid competition-the highest level of competition is non-competition ● Business opportunities triggered by moral themes are the focus of news media (such as the Olympic Games, the cause of the disabled, ethical issues, etc.). ) You can get various forms of social assistance, government support and public opinion solidarity, and you can quickly mobilize the enthusiasm of consumption and build a new market demand (or purchasing power) system. Public welfare (moral emotion) in marketing mode ● Emotional power can often instantly destroy the rational dam in consumption (from the marketing point of view of Tao Wei) ● Moral emotion is one of the strongest emotions in the growth of teenagers, which affects the purchase behavior ● In marketing, the spirit of public welfare is not necessarily limited to a narrow moral level, such as national emotion and collective honor. ● Public welfare marketing is to integrate the spirit, feelings and methods of public welfare into marketing ● In public welfare marketing, public welfare feelings are not only a belief, but also a link and a carrier ● Scientific marketing itself has an unconscious public welfare. Tao Wei's definition of public welfare marketing is a marketing thinking method that integrates public welfare ideas, themes and forms into marketing behavior. Its core value is "to solve the contradiction between short-term interests and long-term interests of enterprises, and at the same time make social welfare respected" (Tao Wei /2008). Public welfare marketing seeks the combination of long-term benefits, short-term benefits and social welfare. In order to protect the healthy, harmonious and civilized development of enterprises, the "three elements" of public welfare marketing in Tao Wei, private devotees (actors) use emotional and moral charm (means) to quickly destroy the rational dam (goal) in consumer behavior. Achieve the dual purpose of marketing and social benefits ● Public welfare marketing and traditional marketing are important branches and specific applications of traditional marketing strategies ● Public welfare marketing is a supplement to the existing marketing system (tradition) of enterprises ● Public welfare marketing has its particularity. It is irreplaceable by other traditional marketing methods ● "altruism" itself exists in general marketing behavior ● Public welfare marketing expands the theme, form and brand of "public welfare components" in marketing ● Public welfare marketing does not have negative innovative significance, but is more an ideological embodiment ● Public welfare marketing is not a pure public welfare undertaking. In the final analysis, it is the discrimination of marketing public welfare marketing ● Public welfare marketing is not a "public relations event activity" ● Public welfare marketing is not equal to "corporate social responsibility" ● Public welfare marketing is not an ordinary marketing plan ● Public welfare marketing is not an advantage of "theoretical public welfare marketing" ● It has four characteristics: marketing effectiveness, public welfare, overall situation and communication ● Improve the foresight of enterprises on social welfare needs and crisis events ● Consolidate the social relationship system of enterprises. Improve the comprehensive competitiveness of enterprises ● Optimize the marketing model of enterprises without increasing costs ● Closely focus on marketing objectives, giving consideration to social and economic benefits ● Firms suitable for public welfare marketing that consolidate corporate culture ● General consumer goods and public service enterprises ● Financial and commercial service enterprises ● Medical care, education and training ● The cost of public welfare marketing of specialty products (tobacco and salt production) ● Scientific public welfare marketing is only the re-integration and distribution of traditional marketing expenses. Do not increase operating costs ● Efficient public service marketing can reduce the marketing costs of enterprises such as advertising and public relations ● The theme of public service marketing is limited and the form is free ● The theme of public service marketing itself is constrained by special norms ● Public service marketing creates value in different forms of change and innovation ● Faced with the problem of "pseudo-public service" and "anti-public service" emotions ● There must be real public service beliefs: planners and managers of public service marketing must establish real public service beliefs in marketing concepts. Through training, establish and spread the public welfare belief of each key person in marketing behavior. Three-level evaluation of public welfare marketing ● The "deep" demand analysis of public welfare marketing evaluates whether the products are aligned, the possibility of consumption, the appropriateness of functions, and the degree of fit between public welfare themes and products ● The "medium" demand analysis of public welfare marketing evaluates the implementation effect of public welfare themes and forms and public welfare marketing behaviors. Communication strength and influence ● Demand analysis of "performance layer" of public welfare marketing ● Project performance evaluation (brochure, demonstration, sales presentation, etc. ) and promotion performance (advertising, news, etc.). ) ● "Four Essentials" Evaluation of Public Welfare Marketing ● Marketing performance first ● Public welfare benefits are important ● Brand deepening is obvious ● Channel optimization is necessary ● Don't expect products with the theme of "public welfare" to make a show.