Research On Mengniu Corporate Social Responsibility Marketing

In the21st century, the competition among enterprises become intensive, and thecompany management idea as well as the marketing strategy have changed significantly. Inthe process of operation, a number of enterprises have realized that only when the companyfulfills its social responsibility, can its market competition be enhanced to keeping sustainabledevelopment. A considerable number of enterprises have integrated their own desires with thesocial responsibility instead of achieving self-worth, striving to build a positive image ofcorporate citizenship, or even a world-class citizenship. Improving the company socialresponsibility has become a new tendency for a modern enterprise.A successful marketing strategy should reflect that the enterprise is responsible for thesociety, while Dairy Group exactly combines the commitment of social responsibility with itsmarketing practice in an organized way, achieving the impressive performance. This papertakes the marketing strategy of Mengniu Dairy Group as an example, to discuss theconstruction of enterprise marketing strategy appraisal system in the dairy industry based onthe social responsibility as well as the countermeasures and suggestions for the marketingstrategy with social responsibility. The full text is divided into four parts. The first chapter is aintroduction: To clarify the background to the study, significance, literature review and thesisstructure, as well as full-text content; The second chapter, Mengniu Group’s development andsocial responsibility marketing background: Introduction to Mongolian milk industry andcorporate development process, and the social responsibility of marketing the Mengniu Group,Mengniu Group’s social responsibility marketing background, from food safety point of viewand consumer credit crisis, sustainable development of enterprises to explain, why toimplement social responsibility marketing. The third chapter is the stakeholders socialresponsibility of the Mengniu Group marketing measures. From the social responsibility ofmarketing the external community social responsibility, consumer marketing, socialresponsibility of marketing to shareholders, employees of the social responsibility ofmarketing perspective on Mengniu Group’s social responsibility marketing measures. Thefourth chapter analyzes the marketing effectiveness of the social responsibility of theMengniu Group and Mengniu social responsibility marketing inspiration. The last chapter isthe conclusion.