Caused-related Marketing Practice And Innovation Of Internet Enterprises In The New Communication Environment

China’s public welfare marketing research has been developed for more than 20 years,but most of the research still stays in the old mode of communication-a single marketing model or strategy that is dominated by enterprises and consumers are passively involved.The emergence of the Internet has subverted the old mode of communication.The development of new communication technologies and Internet technologies constitutes a new communication environment represented by the whole media,and brings more possibilities for public welfare marketing.This paper uses literature research,case analysis and questionnaire survey as its research method.This study first combines and researches the related literatures of domestic and foreign public welfare marketing,and then focuses on the new communication environment,selects the public welfare marketing cases of wellknown Internet companies at home and abroad to classify and summarize.Finally,combined with the results of the questionnaire survey,the paper summarizes the innovation modes,innovations and existing problems of Internet enterprise public welfare marketing under the new communication environment,and gives corresponding suggestions,and draws the following conclusions:(1)Innovation mode: interactive participation,technology input,network donation,resource sharing,and sales.(2)Innovation points: involving a wide range of fields,many types of public welfare;convenient participation,strong immediacy;high interactivity,strong sociality;use of new technologies,diverse forms;open and transparent,easy to supervise.(3)Existing problems: true and false are difficult to distinguish,there is a risk of fraud;personal privacy is easy to leak;laws and regulations are not perfect,supervision is weak;the project lacks persistence and commerciality.(4)Suggestions for future development: make good use of new technologies,enhance interactivity and interest;ensure openness and transparency,make public welfare credible;pay attention to information security,protect personal privacy;improve relevant laws and regulations,strengthen government supervision;Persistence,both public interest and business.