Research On The Present Situation And Countermeasures Of The Public Marketing

Today, the company’s marketing activities, public marketing behavior gradually has become an important and innovative measures. As one way of marketing, public marketing produced a significant effect in commercial activities. For businesses,public marketing has become a corporate culture represents an important marketing tool to show social responsibility and brand promotion. Because public marketing not only can provide a more external good results, but also to the enterprise caused great economic benefits. Cause Marketing for the development of enterprises is particularly important. Therefore, to discuss research on corporate philanthropy has a strong marketing era and a sense of reality.With the increasingly fierce market competition, how to get consumers to deepen the awareness of the brand and are willing to buy their products have become a core business of marketing. Currently, the purely commercial type of marketing did not achieve effective results, consumers and even resentment, I do not believe that enterprise products. Compared with the traditional commercial marketing, public marketing can achieve a multiplier effect that can increase brand awareness, reliability,enhance corporate reputation.For my country, regardless of cause marketing theory or in practice are relatively backward, with foreign and other Western developed countries have a very huge gap.A few years ago, according to a study organized by Horizon Research survey China’s draw, China’s corporate philanthropy is still in the basic stage marketing business started, in other words, corporate philanthropy index scores also are substandard conditions. How to better social responsibility for Chinese entrepreneurs and enterprises is still very vague, many companies are faced with the dilemma of contributions to these external requirements disaster relief, poverty alleviation,sponsored overwhelmed, often in an avoided fear less state.In this paper questionnaire to understand public attitudes toward public marketing JDB, views, grasp the status of its public marketing, combined withmarketing, communication and sociology, public administration, social psychology and other disciplines summed JDB in problems in public marketing. Based on field surveys and theoretical studies, summarized from the system and method. By the author of JDB now public marketing descriptive statistics and analysis of the status quo, and finally discuss the establishment of a scientific and effective public service marketing strategy, provide a reference for the JDB better carry out public marketing.This paper aims to set measures to grasp the general direction of the macro JDB public marketing should follow in order to carry out reasonable cause marketing, to provide advice to the Scientific Development JDB Group.In short, the enterprises in public marketing, when the ability to be consistent with their actual business can afford, but also in line with the business needs and interests. Should not be ambitious, considerations for businesses face and unable to reach a public making unrealistic promises. In this regard, when the public marketing enterprises to everything from reality, for rational marketing activities to follow corporate strategy, continue to maintain good public marketing.