More and more enterprises are keen on public welfare marketing, so as to shoulder their due social responsibilities. This is the beginning of the maturity of Chinese companies.

However, some of the companies' public welfare marketing activities started in the earthquake relief work are not so popular and popular. They are often accused of losing humanity, sweatshops, and being immoral, and condemned by the public.

Looking back at the "Wang Shi donation incident" in the earthquake relief work, the most fundamental reason is not how much Wang Shi donated, but its response to the blog challenged the most vulnerable part of the public opinion, which eventually led the public to condemn Vanke and condemn Wang Shi, while Vanke and Wang Shi's crisis public relations finally appeared powerless in the face of strong public opinion.

Many enterprises often go into a misunderstanding when they fulfill their social responsibilities. That is the hype of social responsibility. The social donation of enterprises or helping the poor can be hyped up as a news event, so as to enhance the brand image of an enterprise, otherwise your contribution or donation will not be known or futile, and it will be of no value.

This is often easy to cause, once you hype too much, can not do or do less, you challenge the expectations of the public opinion, often forming a bad impression in the public mind, it is very easy to cause a crisis of confidence.

It is the most basic social responsibility for enterprises to solve social employment, pay taxes according to law, provide valuable products or services to the society, and protect the environment.

The content of corporate social responsibility is very extensive. Product safety, environmental protection, public safety, paying taxes according to law, and public welfare undertakings belong to its category.

We must admit that under the new situation of economic integration and social pformation, the responsibilities of corporate citizens are undergoing profound changes. If the responsibilities of enterprises are traditionally confined to traditional levels, with today's social pformation and the deepening of economic reform, with the rational rise of public opinion and the revival of civil rights consciousness, corporate social responsibility will also undergo profound changes. As an enterprise, we must have a foresight to recognize this change, and strive to conform to the real public opinion while fulfilling social responsibilities, so as to win more respect and establish brand affinity rather than despise the public and consumers.

The identity of an enterprise is not only an economic entity, but also exists in the value chain of human economic development. Another important status of enterprises is social citizens.

Corporate social responsibility is the integration of business operations and values to reflect the interests of all interested parties, including customers, employees, investors, communities and environment.

Apart from shouldering the most basic economic responsibility for making profits, enterprises should also bear legal and moral responsibilities.

It is only part of the responsibility of enterprises to create employment opportunities, pay taxes to the state, and donate public welfare activities, but it can not be the only criterion to measure corporate social responsibility.

Corporate charitable donations are fulfilling their social responsibilities, but they should do their best on the basis of their own social citizenship. If they simply use charitable donations to gain fame or gain charity, they will affect the normal operation and development of enterprises, surpass the ability of the enterprises to bear the burden, and put the enterprises in the vortex of irrational donation. This is not a proper way of fulfilling social responsibility, nor can it bring positive effects to the society. On the contrary, it may cause fire and endanger brand life.

As a public, we should not simply assume that public welfare is the fulfillment of social responsibility. Charitable donations are only a form of corporate return to society.

We have the right to judge the responsibilities of enterprises, but we can not criticize the number or form of donation, because any goodwill, sincere and sincere charity donation is the most brilliant and brilliant feat in corporate social responsibility. It deserves the whole society's understanding, moving and respectful.

The brilliance of human nature in the face of disaster is brilliant. We do not want it to release like fireworks and then sink into black silence.

Similarly, the responsibility of an enterprise is not a donation of two times, nor is it a digital game, but a continuous responsibility.

But the sword of commonweal marketing must be deeply weighed by its double-sided nature and its sustained influence on the brand reputation of the company, otherwise the consequences can be imagined.