Research On Related Marketing Of Insurance Company Z From The Perspective Of Social Responsibility

With the rapid development of economic globalization and information technology,all kinds of industries are encountering unprecedented challenges.The traditional marketing to a degree has already failed to help the company get sustainable competitive advantage.Therefore,it is very important to implement creative marketing to meet consumers’ needs and cater to new market environment.On the one hand,the method can show consumers the corporate culture value and corporate social responsibility.On the other hand,this kind of marketing can gain much more comparing with traditional marketing.As far as domestic markets,the development of cause-related marketing is relatively poor when compared with those developed foreign markets.According to some surveys,it shows that there are lots of difficulties for the implementation.Many organizations take corporate social responsibility under the pressure from the public.However,cause-related marketing helps to realize that doing good can not only gets more profits but win the favor of consumers.As a stated-owned enterprise and one of the giants in the insurance industry,company Z is consistently exploring new way in marketing,which aims to improve its market shares while retaining its existing market shares.In2013,the Third Plenary Session of the 18 th CPC Central Committee deliberated and approved the Decision of the CPC Central Committee on Some Major Issues concerning Comprehensively Deepening Reform.In order to deepen the reform of state-owned enterprises,CSR was clearly listed as one of the six key tasks,and CSR was included in party documents for the first time.This provides company Z with a more clear direction in marketing direction,and the company is convinced that it will be more valuable to develop cause-related marketing.Firstly,the thesis researches on company Z,including operational situation and business development.Meanwhile,it analyzes the characteristics of cause-related marketing by combining some related theories and survey data.In addition,it tries to figure out the problems about the implementation of cause-related marketing based on literature research,questionnaire survey and case study.There are five problems including a misunderstanding of cause-related marketing concept,poor publicity,mismatch between activities and company’s brand,more focus on short-term benefits than long-term and poor transparency and feedback.In the final,some suggestions are provided to solve those problems by making the most of internet and big data.Those measures include: organizing and carrying out training courses,recruiting and setting up professional cause-related marketing teams,planning marketing activities that are in line with their own brands,establishing long-term and stable cooperative relationships,striving for win-win conditions,enhancing customer engagement and communication.The above measures will help company Z get better effects of cause-related marketing,obtain more consistent market competitive advantages and promote the sustainable development of the company.