公益营销案例解析蒙牛的企业公民形象（Case analysis of public welfare marketing Mengniu corporate citizen image）.docVIP

公益营销案例解析蒙牛的企业公民形象（Case analysis of public welfare marketing Mengniu corporate citizen image） Todays economy has entered a period of global competition, how a brand is concerned by consumers, how to make consumers feel good, and even loyalty, is the natural mission of each enterprise. However, in the era of information overload, in the face of information pervasive environment, consumers are passive, lazy and selfish. The traditional market operation is not enough to arouse the interest of consumers. Therefore, enterprises must set aside only for sales and marketing behavior, from the mind of consumers, build a can let consumer identity and social public trust is the background of the platform, the implementation of humanized marketing activities, let the public behavior and marketing activities bundled, in other words, is the enterprise in the marketing activity to society, for the consumer do good, let people remember your brand is a warm-hearted. This kind of behavior is public welfare marketing. Public marketing is concerned about peoples survival and development, social progress as the starting point, the use of public welfare activities and consumer communication, brand marketing activities with the popularity and authority of public welfare undertakings to carry out a series of spread and spread, at the same time have a public benefit to the consumer to business products or services have preference. In the purchase decision when the first choice of a marketing behavior of the enterprise products. Therefore, the premise of public welfare marketing is social responsibility, and the foundation of public welfare marketing is public welfare activity. Public welfare marketing to high exposure, low cost situation, so that the brand in a specific target groups get visibility and reputation. According to the survey, 86% of consumers believe that the company has a more positive image of public welfare behavior, and 90% of employees frankly for the companys public welfar