Study On The Influence Mechanism Of Charitable Donation To The Enterprise Performance

In recent years,more and more domestic companies have chosen to lease brands to operate in order to avoid the unfavorable risk factors of their own brands and to save a large amount of cost.In this context,the role of improving corporate performance through traditional production factors and marketing methods is weakened.In order to quickly bring the brand into the market,the company has taken a different path and tried to open up a new path for gaining competitive advantage through “good cause marketing” charitable donations.Since the 21 st century,the frequent occurrence of natural disasters has motivated companies to actively participate in charitable donations.Enterprises have become an important part of charitable donations in China.Major catastrophic events are likely to arouse consumer resonance(Zhang Xinguo,2010)and higher public attention(Ji Jigao,2017).In this context,charitable donations by enterprises help enterprises to quickly enter the public's field of vision and gain recognition.,establish a responsible corporate image;on the other hand,it helps to obtain the praise of all stakeholders,promote the development of brand loyalty and enhance corporate performance.Based on stakeholder theory,brand equity theory,resource dependence theory,and strategic charitable donation theory,the author collates the existing literature on the charitable donation motives and the relationship between charitable donations,brand loyalty,and corporate performance.Secondly,from the perspective of brand loyalty,the leasing brand companies choose the charity donation motives from the perspective of lease duration and cost,and analyze the specific mechanisms and effects of the charitable donations of the leasing brand companies on corporate performance,laying the theory for the case analysis part of this article.basis.This article attempts to use a case study method,combining the special brand leasing relationship between JDB and Wong Lo Kat,and starting from the charitable donations of the JDB Group after a major disaster,by comparing the relative size and social impact of several donations.In 2008,the Group's 100 million yuan “Hao Don” event was the focus of the study.After analyzing the disasters with a high degree of concern,how did Jiaduobao Group use the disguised marketing approach of charitable donations to create public opinion and build a brand for the Wang Lao Ji products of its lease operations so as to achieve an improvement in corporate performance.Faced with the charity of the JDB Group,netizens' remarks and media in-depth reports have won consumer support and Wong Lo Kat's brand reputation has reached a peak.Sales volume of Wang Lao Ji continued to increase sharply,which promoted the regional expansion of products and drove Wong Lo Kat herbal tea from south to north.After analyzing this article,we can obtain: Leasing brand enterprises to carry out charitable donations can improve brand loyalty through various channels.On the basis of obtaining consumer support and enhancing corporate image,the financial performance and non-financial performance of enterprises can be effectively promoted.This study has a positive significance for leasing brand-operating companies and seeking new marketing means to achieve the strategic development of the company.