The Research On The Development Of Public Welfare Project

With the improvement of the overall level of China's economy,public welfare project has attracted increasing attention in the past,public welfare projects are often only government departments and non-profit organizations,but with the development of China's enterprises,more and more enterprises to join the public project.Can say that the enterprise public welfare projects is a combination of enterprise marketing concept and charity,so that enterprises can form a bridge of communication through public projects,so that consumers and businesses communicate very well,so that consumers can pay attention to the enterprise and enterprise,enterprise can make the enterprise visibility and reputation continue to improve in the the operation process of public projects,and won the loyalty of consumers,so it can be said that this is a win-win way.But from the actual development in the current view,although part of China's large enterprises and multinational corporations have in public project operation on the relatively mature,but many small and medium enterprises for public projects are still inadequate,often only public marketing one-time or short-term donation.With the trend of internationalization is more and more obvious,fierce competition between enterprises increased,the enterprise wants to obtain enough space for development in the new market environment,through public projects to get a new impetus to the development is a new topic and direction.But in the different background of the project,how to carry out public welfare projects,how to make the enterprise to promote the formation of action is the main issue of this thesis,this paper through in-depth analysis of Shanghai high step,analysis of advantages of Shanghai ang step company in the present stage of enterprise public welfare project in the process of operation,at the same time,the use of literature research method and case analysis method,to analyze the effects of the current public welfare projects for enterprises,and discusses the shortcomings in the development,in-depth analysis of the internal and external environment of the enterprise,combine a large amount of literature and the actual situation,formulate the corresponding development strategy for Shanghai's public project development step up and construct the management mode of enterprise marketing.For our enterprises,to promote the development of enterprises through public welfare projects,we must improve the enterprise reputation as much as possible to obtain the maximum benefit,which requires the understanding of corporate welfare projects reached a new height,the need for scientific management and planning,the enterprise actual and reasonable public welfare projects together,achieve a win-win corporate reputation and interests.