Research On The Influence Paths Of Internet Enterprise Marketing Public Welfare Practices On Enterprise Benefits

Government organizations,profit organizations,and social welfare organizations are the three basic departments that make up the modern social structure.Among them,the profit organization of the second sector provides products and services to members of the society to obtain profits,which is strongly profit-driven,but efficient and transparent;as a third sector,social welfare organizations play a role of supervision when "government failure" and "market failure" The role of advocacy has the characteristics of altruism and public welfare,but lacks sustainability;the two are distinct.In recent years,with the development of modern public welfare,social enterprises that take into account the advantages of both have begun to emerge,and the line between public welfare and business has become increasingly blurred.And this is also reflected in the way companies fulfill their social responsibilities.Enterprises consciously combine public welfare and business to promote the improvement of corporate benefits.Internet companies have attracted widespread attention in this regard because of their own advantages.This article takes stakeholder theory,strategic dimension theory,demand hierarchy theory,perceived value and other theories as the basis for analysis,and reviews and reviews Chinese and foreign literature on the three aspects of public welfare,brand image,and Internet public welfare,focusing on Internet public welfare Characteristics,the relationship between public welfare activities and enterprise benefits,the importance of brand image,the characteristics of Internet corporate profit models,etc.In the mechanism analysis part,this article starts with the motivation of Internet companies to fulfill their social responsibilities,combined with the perceived value of customers,This paper analyzes the impact path of Internet enterprise marketing-style public welfare practice on enterprise efficiency,highlights the importance of users' attitudes and choices to the enterprise,and analyzes the effect from the aspects of increasing revenue,increasing user stickiness,and enhancing brand image.In the case analysis part,following the general to special research rules,the previous theoretical analysis is used as the basis for studying the ant forest.From the motivation of Alibaba Group to carry out ant forest,the relevant influence paths are analyzed.And from the short-term and long-term aspects,combined with the time when the ant forest went online and the changing trend of external attention,the changes of relevant indicators were studied,so as to discover the impact of ant forest on the benefits of Alibaba Group.In summary,it can be seen that Internet companies' rational use of public welfare marketing to carry out public welfare practices has an obvious role in improving brand image and gaining users' favor.The research in this article has a certain enlightenment for other Internet companies and non-Internet companies to perform their social responsibilities innovatively,and to understand the relationship between public welfare practices and corporate benefits.The main contribution of this article is:In terms of research content,most of the articles on Internet public welfare are from the perspective of the Internet's role in promoting public welfare,but this article focuses on the impact of public welfare practices on corporate effectiveness;in terms of research methods,related Most of the articles on the subject are empirical,and this article chooses typical cases,which have certain theoretical and practical significance.