New Thinking on charitable marketing.doc

 PAGE \* MERGEFORMAT 9 New Thinking on charitable marketing China is a country with a long philanthropic tradition. Since ancient times, donating money to build roads, bridges, encountered natural disasters or accidents, since the bulk of charity and so victims of family wealth Zhou examples. Some time ago the tsunami in Southeast Asia, China’s large number of ordinary people are making donations, they certainly are not any marketing purposes, only the expression of a love. What is Charity Marketing More and more enterprises in the charitable activities in enhancing the corporate image, business north of this act of charity called ‘charity marketing’. This is our cause-related marketing professionals from the marketing and good interpretation of the concept of cause-related marketing out of a new term. Commercial enterprises will be a charitable purpose and the purpose of social integration, through the non-profit organizations (charitable organizations), in pairs of related matters donations and funding at the same time, to improve product sales and improve corporate social image, to achieve the purpose of corporate profits . Charitable activities will be used for corporate marketing, derived from the concept of social marketing. Traditional marketing ideas, concerns that enterprises themselves through a variety of ways to obtain a profit. Socio-economic development, but also brought many social problems, making people began to reflect on traditional marketing concepts, so there ‘social marketing’ is the notion that companies achieve their marketing goals, the ways to protect or to enhance consumer and social welfare. Philanthropy in China’s special situation In the public and the media the context of China’s wealthy, philanthropic behavior is a topic of concern because it is behind the significance of a variety of reasonable means of tax avoidance rumors of a wait and see for entrepreneurial behavior, Hoogewerf The Rich List and charity chart in which