The Research On The Promotion Of Corporate Brands From The Angle Of Social Responsibility

The development of social economy is closely linked with the development of the corporate.The corporate,as one of the economic power,plays an important role in promoting social progress. However, the Chinese local corporates are not well in the promotion of corporate brands.Although a lot of money,human resources and material resources are invested in advertising,public relationships and other marketing sections, on the whole, there are very few Chinese local brands with international influence. With the increasingly fierce market competition,the ways in which the multinational corporate promote their brands have been changed quietly.One of the phenomenons is the combination of brand promotion with social responsibility.That is the social responsibility should be considered by the corporates as one factor of the brand promotion. In the first chapter of this article, the concept of brand promotion and social responsibility are reorganised and examined,then an in-depth analysis on the bonding point and the mutual relations between the two concepts mentioned above are made.In the second chapter,based on the above theory,a comparative analysis is made between SONY and Haier,which are the two representative companies of promoting brand development in China and Japan respectively.This chapter takes the practices of the two companiesin brand promotion as examples to discuss the similarities and difference between them and analysis the advantages and disadvantages of the way in which these companies promote their brands, from four aspects of the responsibility brand promotion chain-that is the purpose of the corporate responsibility brand, bacing on the native culture in both corporate brands of two countries and responding to social affairs,the depth of responsibility brand promotion and the results of social responsibility implementation of brand promotion respectively. The third chapter three is the core part of this article. On the basis of the comparative analysis in the previous chapters,an analysis is made on the challenges that SONY and Haier are facing,with the change of the media environment,consumers,market environment.Then,the experiences which benefit the development of the Chinese local corporate are drawn and summed up. In the fourth chapter,the conclusion is made and the solutions to combine social responsibility with the brand promotion well in practice-are proposed for the Chinese local corporate.Corporate social responsibility is reshaping the global brand market.Taking the social responsibility into the scope of integrated marketing and using of the social marketing power to promote further deepen brand are the main stream of the development of corporate brand promotion in the future.