品牌化:中国公益营销的现实困境及解决途径

Dilemma of Branding in China's Commonweal Marketing and Solutions

随着人们对企业社会责任越来越关注,很多企业开始将公益营销作为重要的技术手段来运用。然而在当前的中国,公益营销处于前景堪忧、发展乏力的困境中,具体表现在手段单一,缺乏信度,难以形成企业、社会、消费者多方共赢的良性循环。如果通过品牌化将公益营销置于统一、高效、可信的公益品牌之下,有效地协调各方利益,或可成为解决这些问题的有效途径。

The public concerns more on the social responsibilities of the companies so many companies start to use public welfare as an import technological method of marketing.However,the public welfare marketing in China is in great trouble with less promising prospect.Lacking of reliability,there is no healthy circulation among companies,society,and customers.If we unite the public welfare sale to one brand which is efficient and reliable and balance the interest of all parties,the problems might be solved in a practical way.