* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Improvement of Corporate Public Relations Strategies Based on Morality Marketing
Neuromarketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing research wikipedia , lookup
Food marketing wikipedia , lookup
Product lifecycle wikipedia , lookup
Revenue management wikipedia , lookup
Social media marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Price discrimination wikipedia , lookup
Service parts pricing wikipedia , lookup
Pricing science wikipedia , lookup
Market penetration wikipedia , lookup
Target audience wikipedia , lookup
Viral marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Internal communications wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Target market wikipedia , lookup
Marketing plan wikipedia , lookup
Sales process engineering wikipedia , lookup
Street marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Product planning wikipedia , lookup
Multicultural marketing wikipedia , lookup
Pricing strategies wikipedia , lookup
Sensory branding wikipedia , lookup
Green marketing wikipedia , lookup
Public relations wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
M & D FORUM Improvement of Corporate Public Relations Strategies Based on Morality Marketing SHI Degang1, LIU Xiaona2 1. School of Civil Engineering and Architecture, Southwest Petroleum University, China, 610500 2. School of Economics and management, Southwest Petroleum University, China, 610500 Abstract: This paper describes the relationships of marketing ethics, marketing strategies and public relations, and proposed to carry out public relations activities business from the moral marketing point of view. The research established a public relations strategy which takes marketing activities as the main media and establishes a good corporate image and brand. We expect the new public relations strategy could be better serve the ultimate goal of marketing. Keywords: Marketing ethics, public relations, public 1 Introduction The whole market is full of homogeneous products and services, and customers become a scarce resource. Enterprises in order to enhance their competitive advantage and gain market, they learn management model and sales methods to emulate competitors. Traditional 4P marketing mix has been unable to bring more profit to the enterprise. So, management gradually focuses on the role of public relations activities which promote the smooth progress of potential sales [1]. Enterprises through various channels to build and maintain the corporate public relations, although the effectiveness of their own but there also are drawbacks. For example, established public relations for public relations activities will increase the cost of enterprise management, public relations firm for public relations management of not only increasing the cost of management and making public relations activities of the enterprise controlled by others which affects the self-development of enterprise. This article advocates enterprise implementation the moral marketing, in the process of selling products and services to enhance communication and exchanges with the public. Establish a brand and corporate image in the nurture in order to ensure sales. Through the improvement of specific marketing strategy, companies create a harmonious for marketing public relations. In short, serve the overall public relations management company. 2 Marketing and Public Relations Public relations are the relations between organization and its internal and external public. Corporate public relations is a series of activities that a business or organization needs to adapt to the environment, strive understanding, trust and support of community, and establish a good reputation and image for the enterprise or group. It is a seeking unity within and outside the development of management arts, an it is an indirect promotions [2]. Internal and external environment for enterprises to survive are composed by financial public, media public, government public, citizen action public, local public, the general public, competitors and other relevant external and internal public. Business could choose reasonable principles and methods; select the appropriate media to communicate with various public. And positive changes in the internal environment and efforts to adapt to the external environment. Marketing is the business different and unique functions [3]. Public relations services to corporate marketing activities, because the products and services in marketing which in the design, production, sales and a series of processes are involved in the public interest. Enterprises must pay attention to legal and ethical, clear the strategic role of marketing public relations. Try to avoid damage to the public interests in the process of implementation of marketing strategy, and create a positive and good public opinion to make a effective public relations and services in the enterprise sales functions. 1189 M & D FORUM 3 Problems of Marketing Strategies in Public Relations Construction Enterprises through product strategy, pricing strategy, channel strategy, promotional strategy, and various combinations of strategies to sell products and services to customers realize the smooth circulation of funds. Therefore, some companies only concerned about sales of products and services, short-term sales and earnings, in order to achieve sales at all costs. Thus appears unethical behavior in the marketing process. It damages the various types of public image of enterprises, and reduces the visibility and reputation of business and public trust. Problems in the implementation of marketing strategies are as follow. In Product strategy the core product, the actual product and additional products involved three levels of relevant products and services details; in pricing strategy, pricing, pricing strategy involved in the price of fraud, monopoly and unfair competition issues; in channel strategy, there are channels of grade, quantity, and sales channel management, and sales performance of the contract with the brokers and other issues; in promotional strategy, advertising, personal selling, sales promotion and direct sales process exist immoral harm the public interest issues. 4 Based on Moral Marketing Strategy Proposed Public Relations Improvement Measures Although our operators are starting to focus on building public relations, but most companies only stay in the news and advertising levels, and did not notice the negative impact on public of relationsthe unethical behavior throughout the marketing process. According To chart of marketing mix strategy (Fig 1), the paper shows the conversion to enhance corporate public relations measures. Figure 1 Chart of Marketing Mix strategy Products and services is the basis of building profitable relationships between company and customers. So, Product strategy is the basis of public relations construction as it relates a variety of public interest. Enterprise's specific measures are as follows:(1) Research seriously and design products demanded in market scientificly based on principles of low-carbon, energy saving, environmental protection in order to prevent society from being polluter by raw materials and production processes. (2) Ensure product quality, avoiding potential dangerous in the use of products. (3) Use packaging and labeling rationally and forbid luxury packaging and excessive packaging which will result in 1190 M & D FORUM , environmental pollution and waste of social resources ensuring to convey accurate product information to the public. (4) Face the public frankly and provide products and services for the public sincerely.High quality products and excellent service is the basis of building close relationship with the general public and citizen public.When the products and services meet or exceed the expected value of the public,it is impossible to cultivate customers' trust and loyalty,then attracting more potential customers.Highly satisfied customers are more willing to communicate with their business problems and help enterprise to imporve their product straegy.It is prone to win the support of external public for enterprises on the condition that additional products and services they provide comply with government laws and follow the system of trade associations as well as other economic, civic organizations, public demand.Media public can use the unique role of the media companies to expand the influence of various acts to do low-cost publicity for the enterprise.Financial public could determine their evaluation whether to support the business through the media public and their own financial situation of enterprises.Therefore,enterprises could establish a good image if they avoid the implementation of unethical product strategy actively, and also create a relaxed external environment. 4.2 Construction of public relations based on price policy moral The implementation of pricing strategy is directly related to the general public and competitors’ public interest. Therefore, enterprises should pay attention to pricing strategies in implementation: (1) In addition to considering costs when pricing also consider customer expectations of product price and the price of competitors. Abandon using market skimming strategy to concept of short-term profits, and cancel price discrimination and unfair promotions. (2) Pricing based on market demanding; inform the public of information on price changes timely. Implementation of the bundled pricing, Implementation of the bundled pricing, business use of the core product development profits of monopoly pricing is prohibited. (3) Implementation of bundled pricing strategy, companies need to ensure that the gift qualified products. Develop and maintain normal profit price stability will not only help enterprises gain the favor of the general public and competitors, but also can get the government public and citizens protection such as industry associations. Media enterprises illegal price, which will help shape the company's positive image. The financial public also will be integrated information through various channels to determine their investment behavior. , 4.3 Based on strategy of channel morals Enterprise make use of different channel modes they choose for channel management and marketing. Specific measures are as follows:(1) Direct-sales mode. Companies need to negotiate with wholesalers and agent about product price and sales territory, etc .They should providegenuine goods at a fair price and are prohibited from dumping and excessive profits. (2) Wholesalers mode. Design channel level and quantity rationally, exam wholesalers’ qualifications strictly and train wholesalers’ sales and service. Treat wholesalers equally without discrimination and provide the same quality products and services in strict accordance with the contract. Research problems and sale status at all levels of wholesalers regularly and provide consulting services to help wholesalers’ management. (3) Agent Mode In addition to the above issues ,we should pay attention to the number of agents, avoiding competition conflicts among such agents. Can not rely on monopolistic advantage, such as product quality and brand, to force wholesalers and agents to take unethical sales actions. Business should use multi-channel strategy to transfer their products and services to consumers orderly in order to ensure the stability of channel. Open and orderly channel strategy could strengthen the confidence of wholesalers and agents’ management. Orderly management of sales channels and unified business can form a better business image, which will attract media publics, government publics, finance publics and local publics’ sight, So companies should make clever use of these publics’ will and concern whilch will bring about unexpected opportunities for enterprise development. 1191 M & D FORUM 4.4 Public relations based on promotion strategy moral Promotional strategy is implemented on public by enterprises, which is a widespread and practical method to expand the short-term sales. However, it Is most likely to cause great discontent from the public. Specific measures can be taken as follows: (1) product promotion should base on the actual information, and the contents of the advertisements should be high-minded and promoting Social new style. Using ads can call for scientific consumption idea and consumer behavior by to the general public, local public and civic action. To avoid ads attack. (2) Proactive personal sales should be taken in product promotion to provide the general public practical profits. Trained Salesman should comply with laws and moral requirements, listen to what opinions or suggestions that the public have about the enterprise and products, eliminate the hostility to enterprise, encourage the public to strengthen communications with the enterprise, and avoid misleading the consumers to buy inferior skill, high price or value of the small, useless products. (3) sales promotion strategy. Using low-cost promotions, gifts, cash discounts, special packages, such measures must not disturb the market order and harm the interests of consumers. (4) Direct marketing. According to identifying potential customers by market research, the enterprise should promote targeted products so as not to arouse public resentment and waste of resources. Customer information, especially customer privacy, should be properly handled. Therefore, enterprises should provide material useful to publicity,put emphasis on the role of public media and keep close relationship with media public to obtain the support of media in process of promotion. It is helpful for enterprise to establish positive image and supervised by public by the way of promoting sales and deepening communication between enterprise and the public.Enterprise should abide by economic law and marketing ethical in the process of promotion so that they could keep competition and cooperation relations with competitor public and obtain identity and goodwill of market and industry associations.Enterprise which operates honestly and promotes legally protects the interests of general public,as a result it could cultivate customer's loyalty and set up enterprise brand.It takea corresponding social responsibility and creates social value so that it will obtain macroeconomic policies of government public which is helpful to win in the competition. 5 Conclusion China's enterprises should consider the issue from a public point of view in the actual marketing process and build good public relations with the various public sincerly to obtain various types of public goodwill and support. It is necessary to create a good corporate image and product brands which provide a solid foundation for long-term development of enterprises 。 References ( ) [1]. Philip Kitler, Gary Armstrong, etc. Marketing Management(Asia)[M], P332. in Chinese [2]. zhao Zhilan.Talking about Enterprise's Promotion of Public Relations[J], Business Management, 2008 , 9, 64-65. in Chinese [3]. Peter Drucker. The Practice of Management[M]. Chinese Discussion, Shanghai, Shanghai Translation Publishing House, 1999. in Chinese ( ) ( ) 1192