超越公益行为:公益基金营销策略及效果

Beyond the Public Welfare Behavior:The Marketing Strategy and Effect of the Public Welfare Fund

公益基金作为政府的"好帮手",在缓解社会矛盾、促进社会公平、扶助弱势群体等方面发挥越来越重要的作用。随着"郭美美事件"和一些慈善组织人员贪污腐败行为等陆续曝光,公益基金的透明度和诚信度也遭到质疑,信任度大大降低。再加上大多数公益基金停留在捐钱捐物的初级公益行为阶段,不能完全跟上时代发展步伐。在新时代背景下,李连杰壹基金、王振滔基金、腾讯公益基金等注重品牌化营销,创新更多公益模式,提高品牌的核心竞争力,增强公众满意度和社会公信度,从而在营销策略和效果上超越传统公益行为,并推动我国公益基金营销发展,让公益基金健康发展,造福更多社会大众。

Public welfare fund, as a ＂good helper＂ of the government, plays an increasingly important role in alleviating social conflicts, promoting social equity and helping the disadvantaged groups. With the ＂Guo Meimei incident＂ and a number of charitable organizations, the personnel corruption etc.in succession exposure and public welfare fund transparency and integrity questioned, trust greatly reduced. And most of the public funds remain in the donation of primary public behavior stage,can not fully keep up with the pace of the times. Under the background of new era, the Li Lianjie one fund, the fund Wang Zhentao, Tencent public funds focus on brand marketing, more innovative public service model, improve the core competitiveness of the brand, enhance public satisfaction and social credibility, resulting in the marketing strategies and effects beyond the traditional public behavior and promote our charitable fund Marketing Trends in the new development, for the healthy development of the public welfare fund, ben efit more people.