Collision And Fusion Of The Charity And Marketing Of The Internet Age

[Abstract]:The ever-changing network technology, the charities' rapid growth and increasingly developing to be an important social force have dramatically changed the living conditions and development environment of the enterprises. During this Internet age, how the enterprises co-developing with the charities and using the network platform to gain competitive advantages has become a practical problem;while, how the charities making good use of network resources and strengthening business cooperation with enterprises to enhance fund-raising capacity, to promote its image and to advocating the concept of charity in public is also a complicated problem.On the basis of addressing the development of philanthropy under the special situation of China, this paper starts with defining the concept of "online cause-related marketing", clarifies online marketing, e-philanthropy, cause-related marketing, social marketing and other related concepts, then distinguishes between "online cause-related marketing" and "the network application of cause-related marketing",and tries to interpret "online cause-related marketing" by giving the same weight to both enterprises and charities. In the form of online caused related marketing, the Internet users could participate in philanthropy through the mouse clicks for free which is quite special and different compared to other related concepts. After that, this paper expands in three dimensions from the three elements of online cause-related marketing-charities, enterprises and Internet users to analyze their respective problems, and further explores the psychological motivation and participation approach of the three elements, and thus starts feasibility analysis of the two subjects of online caused-related marketing-charities and enterprises co-practicing online cause-related marketing. It finds that the two subjects have the identical stage goal and are urgent to cooperate on the network platform with each other. It also presents typical cases both in home and abroad as substantial evidence.Finally, it indicates that building the fundamental model of online cause-related marketing is the new strategic option of enterprises and charities to co-develop in competition.