在当今社会,营销已经成为了企业生存和发展的必备技能,手段多种多样,花样层出不穷,公益营销作为一种营销模式或者说是营销手段被越来越多的企业有意或者无意地运用着,探索着。所谓公益营销,其实是企业积极承担社会责任,结合公共利益而开展的营销活动。所以说,公益营销的本质就在于企业通过公益活动与消费者沟通,树立良好的企业形象,提高品牌美誉度,从而促进销售。正如菲利普·科特勒先生在《企业的社会责任》所说,一项与公益活动事业关联的营销活动,能够支持企业吸引新客户,影响市场,增加销售,强化积极的品牌认同。 In today’s society, marketing has become an essential skill for the survival and development of enterprises, with various means and tricks emerging. As a marketing model or marketing tool, public welfare marketing is being used by more and more enterprises intentionally or unintentionally Explore. The so-called public welfare marketing, in fact, enterprises actively undertake social responsibility, combined with the public interest to carry out marketing activities. Therefore, the essence of public welfare marketing lies in the fact that enterprises communicate with consumers through public welfare activities, establish a good corporate image and enhance brand reputation to promote sales. As Mr. Phillip Kotler said in Corporate Social Responsibility, a marketing campaign linked to a philanthropic event can support businesses in attracting new customers, impacting the market, increasing sales, and strengthening positive brand identity.