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Актуальные проблемы авиации и космонавтики - 2022. Том 2
УДК 330.332
ANALYSIS OF TENCENT'S PUBLIC WELFARE MARKETING STRATEGY
Wang Jieqiong, A. V. Agalakova
Reshetnev Siberian State University of Science and Technology 31, Krasnoyarskii rabochii prospekt, Krasnoyarsk, 660037, Russian Federation Е-mail: 1439567173@qq.com
With the development of the social economy and the growth of the public welfare of Internet companies, the moral standards they face and the social requirements for corporate social responsibility are also constantly being improved. Economic benefits are no longer the only criterion for evaluating the success of an enterprise. The article discusses the issues of improving Tencent's marketing strategy.
Keywords: Tencent, marketing, social responsibility.
АНАЛИЗ МАРКЕТИНГОВОЙ СТРАТЕГИИ TENCENT В ОБЛАСТИ ОБЩЕСТВЕННОГО БЛАГОСОСТОЯНИЯ
Ван Цзецюн, А. В. Агалакова
Сибирский государственный университет науки и технологий имени академика М. Ф. Решетнева Российская Федерация, 660037, г. Красноярск, просп. им. газ. Красноярский рабочий, 31
Е-mail: 1439567173@qq.com
С развитием социальной экономики и ростом общественного благосостояния интернет-компаний моральные стандарты, с которыми они сталкиваются, и социальные требования к корпоративной социальной ответственности, постоянно совершенствуются. Экономические выгоды больше не являются единственным критерием оценки успеха предприятия. В статье рассматриваются вопросы совершенствования маркетинговой стратегии Tencent.
Ключевые слова: Tencent, маркетинг, общественное благосостояния.
Since 2006, Tencent has indeed been implementing public welfare marketing as part of its long-term marketing strategy. Tencent's approach to public welfare marketing is very different from that of other companies. The company does not use events to promote its products and gain recognition from consumers and the general public with high-quality products. Instead, he uses public activities to create a good image and increase the value of the company's brand [1].
Since 2007, Tencent has declared June 26 as Tencent Public Welfare Day. Tencent launched Tencent Happy Donation and Tencent Monthly Donation, and through the creation of the Tencent platform, launched events for the public aimed at jointly realizing the dream of lighting for poor people. By the end of March 2021, WeChat had 1.202 billion monthly active users and QQ had 693 million monthly active users. «Public welfare is the third distribution of society». Public welfare also improves along with the progress of society, constantly changing its ways and presenting a new face to people. Tencent has skillfully used public welfare marketing to achieve a win-win situation for the suffering masses, society and the company.
Tencent has used its platform and media influence to collaborate with many other companies as part of the «Internet + Public Welfare» campaign. On September 9, 2015, China's first Public
Секция «Инновационная экономика и управление»
Welfare Day was born. «China Public Welfare Day 99» is an annual national public welfare event initiated by Tencent in cooperation with many public charities and related enterprises, as well as well-known media and with the participation of celebrities. Consider public welfare marketing as an important part of a corporate marketing strategy. Consumer demand is diversified, detailed, has special characteristics, relying only on the traditional marketing model to increase the profitability of enterprises, has shown that the «heart has more than sufficient strength» of the public welfare marketing trend, the developing marketing model has become an important means of increasing the profitability of enterprises [2].
In the current concept of most entrepreneurs, public welfare and marketing are two completely different concepts, and the two cannot be combined. Constrained by traditional Chinese enterprise management and concepts, most company management lacks the marketing thinking of introducing public welfare activities into enterprise operation and marketing. Due to lack of experience, many enterprises' public welfare behavior not only fails to establish a good company image for the enterprise, it did not improve the company's popularity and reputation, and the company became an «unsung hero» with only public welfare behaviors. It is also because the company's executors have improper planning or operation, so that the company's good behavior shows too strong motivation, but it is detrimental. The image of the company has finally lost confidence in public welfare marketing. Blindly following the trend is the main taboo in public welfare marketing. When businesses conduct public welfare marketing, they cannot blindly choose public welfare projects. At this time, enterprises can not only successfully attract public attention, but also encourage the public to actively participate in them. Many public welfare projects stand out, consumers are gradually clarifying the characteristics of corporate brands in differentiated and personalized public welfare marketing, and the effect of public welfare marketing has also achieved the expected success of enterprises [3].
Therefore, when enterprises choose public welfare marketing projects, they should closely combine the company's business development, corporate strategy, focus on the correspondence between the enterprise and public welfare marketing, taking into account the personalization of public welfare projects, and develop a public welfare marketing strategy with corporate characteristics and in accordance with the enterprise development strategy. The image of the enterprise in the minds of consumers is formed by accumulating long-term impressions. Constant coverage of the company's activities in the field of public welfare imperceptibly creates a communication effect of the company's image, which is difficult to achieve through advertising and other means. This invisible brand effect eventually accumulates in the brand capital of the enterprise.
Refrence
1. Exploring the Corporate Social Responsibility Dimensions that Affect Customer Satisfaction [Электронный ресурс]. URL: https://archives.kdischool.ac.kr/bitstream/11125/32848/1/Exploring%20the%20corporate%20social %20responsibility%20dimensions%20that%20affect%20customer%20satisfaction%20and%20loyal ty.pdf (дата обращения: 12.04.2022).
2. Corporate Social Responsibility in Chinese Media Industry [Электронный ресурс]. URL: https://www.ferma.eu/app/uploads/2011/11/a-risk-management-standard-russian-version.pdf (дата обращения: 12.04.2022).
3. Creating a Philanthropic Culture and Citizenry in China:Child and Youth Philanthropy [Электронный ресурс]. URL: https://opus.lib.uts.edu.au/bitstream/10453/43422/2/02whole.pdf (дата обращения: 12.04.2022).
© Wang Jieqiong, Agalakova A. V., 2022
