Nowadays, the topic of “responsible marketing†initiated by “Huaxia Jiubao†has aroused great concern from the society. The author also saw a lot of in-depth discussion about "responsible marketing", giving people the feeling that it is to raise the flag of the tiger skin, the slogan has too many ingredients, often only listen to the sound of the foot, not to the upstairs.
Responsible marketing is the direction of enterprise development, but it is far from enough to regard responsibility marketing as a slogan and slogan of propaganda. I believe that the concept of responsible marketing is the responsibility of contemporary marketers. The key to the problem is how to translate this responsibility from a single slogan and concept into a tangible action, which is the root of the enterprise. The author talks about a few ideas:
Step 1: Let the company survive well. Only when a company can survive can it be a greater contribution to society. In the marketing process, the leadership and marketing staff of the enterprise considers that the enterprise needs to grow healthily and rapidly. This is because:
1. Enterprise survival can absorb labor and ease employment pressure. At present, China's labor pressure is still there. In addition to the global economic downturn this year, 80,000 small and medium-sized enterprises have closed down in the first half of the year. This is undoubtedly worse for unemployed people. The failure of enterprises to fail is a contribution to society.
2. The development and growth of the company can drive the development of related products and promote the rapid development of China's economic sector. The development and growth of liquor companies have led to the development of such industries as grain, glass and alcohol. The development of the real estate industry has led to the development of steel, decoration, flooring and other industries. At the same time, it has also led some industrial chain personnel to get rich together. This is a big contribution to society.
3. Pay profits and taxes for the country. Only when the enterprise grows and develops can it afford to pay more taxes to the country in order to repay the society. The author believes that to make the healthy growth of the enterprise, it is impossible to give too many political factors and ethical factors in the factors of the survival environment of the enterprise. Otherwise, the marketing work of the enterprise will be greatly restrained. The marketing requires the rules of the game. It is unwise for Han to consider the marketing responsibility of the national justice without surviving, so that the company will be buried.
Step 2: Focus on the growth of the dealer.
Paying attention to dealers is to pay attention to the channel value chain. The growth of dealers is a concrete manifestation of the healthy growth of an industry. Only when dealers can develop and grow, consumers can make more profit. Responsible marketing is not only to make the company survive healthy, but also to promote the growth of the dealer community:
1. Help dealers to build strategic regional markets.
2. Help dealers build relationships with the second batch of merchants and maintain customer relationships.
3. Enhance the dealer's own quality and increase profitability.
4. Help dealers adjust product lines and enhance market competitiveness.
5. Build a risk warning mechanism.
6. Promote the transformation and upgrading of dealers themselves.
Helping dealers grow is the specific content of responsible marketing, and it is also an inevitable trend of marketing development.
Step 3; focus on consumer demand upgrades. Consumer demand is changing and upgrading. Marketing is the process of constantly discovering demand, providing value, and satisfying demand. Focusing on consumer demand, enterprises will develop and marketing will go further: the emergence of the market in many marketing areas is the result of paying attention to consumer demand: beer companies have discovered “fruit†beer for women, children and drivers. The sales volume is nearly 25% growth.
Paying attention to the needs of consumers and improving opinions and suggestions to consumers is the inevitable result and trend of responsible marketing development.
Step 4: Maintain a harmonious symbiotic marketing environment. The marketing environment is created by all companies. As a company, this good marketing environment should be maintained, not malicious. Nearly this year, the marketing environment of beer has made the domestic marketing industry worry; various marketing methods such as low-priced dumping, unfair competition, and high-price monopoly have emerged in an endless stream, and there is a growing trend. Enterprises should stand at the height of the industry, consciously set off the banner of social responsibility, maintain the banner of justice marketing, and make the environment of alcohol marketing more brilliant in the sunshine. This is the responsibility of every entrepreneur and every marketing Human obligations.
Step 5: Take on your own responsibilities: More often, the author often looks at the problem from the perspective of marketing, rather than injecting too many emotional factors. As a liquor company, it should assume the social responsibility that it should bear, rather than the excessive “responsibility burden†given by society.
So what kind of responsibility is the responsibility that you should bear:
1. Don't develop yourself by destroying the marketing environment of the whole society. Although many small and medium-sized enterprises pay a lot of profits and taxes for the country during their own production, a large number of sewage discharges make the surrounding residents miserable, and even long-term sewage discharge seriously affects the quality of life of residents. This kind of marketing is not advocated by society. of.
2. Do not develop yourself by tax evasion or tax evasion. Tax evasion and tax evasion are irresponsible to consumers.
3. Take responsibility for consumers. Liquor companies must have a good wine juice. The fake wine in Shanxi has been issued to the Chinese people. This is something that should not happen. For the bottle explosion accident of beer companies, enterprises should take the initiative to compensate and so on. After all, consumers are a vulnerable group, and enterprises should take the initiative to take responsibility in this regard. In fact, this is also a good means of corporate brand communication.
4. Comply with social conventions and actively call for the corresponding countries and industries. For example, liquor companies should promote the marketing concept of health and family harmony, which is the marketing responsibility of enterprises and the concrete manifestation of responsible marketing.
Responsible marketing is not a slogan. Responsible marketing is a New marketing breakthrough in the development of marketing to a certain stage. It has contributed a lot to the spread of corporate brand and corporate reputation and reputation. It is worthy of in-depth discussion by industry insiders.
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