公益营销的商业化倾向:原因与疏导

Commercialization Tendency of Public Welfare Marketing: Reasons and Guidance

公益营销是西方发达国家常见的一种营销手段。在国内越来越多的企业将公益与营销结合起来,做公益营销。企业的公益营销给我国的公益事业带来了可观的增量资金,促进了公益事业的发展,如救灾、扶贫、卫生、环保、教育等。但同时公益营销也出现各种乱象,有的企业过于重视营销,过度追求企业利益,而忽视了公益,对消费者和社会产生一定负面影响。在共同富裕的背景下,企业应如何处理公益与营销的关系?本文将予以探讨。

Public welfare marketing is a common marketing method in western developed countries. In China, more and more enterprises combine public welfare with marketing to do public welfare marketing. The public welfare marketing of enterprises has brought considerable incremental funds to China’s public welfare undertakings and promoted the development of public welfare undertakings, such as disaster relief, poverty alleviation, health, environmental protection, education and so on. But at the same time, there are also various chaos in public welfare marketing. Some enterprises pay too much attention to marketing, excessively pursue enterprise interests, and ignore public welfare, which has a certain negative impact on consumers and society. In the context of common prosperity, how should enterprises deal with the relationship between public welfare and marketing? This article will be discussed.