关于公益营销的策略探讨——以“欧莱雅世博礼仪讲堂”为例

后危机时代,我国经济快速发展,品牌竞争加剧,更多企业借助重大事件开展公益营销,进行公益宣传,增加品牌资产。在营销传播视角多元化和企业社会责任兴起的背景下,研究企业的公益营销具有现实意义。以“欧莱雅世博礼仪讲堂”为例,这一活动有力地把握了市场环境,找到了利益相关者的共同点,使公益活动与品牌主体得到了完美融合,并对公益营销策略做出了有益的启示：注重传播的互动性、适配性和完整性。

Exploration on the Strategy of Charity Marketing: A Case Study on "L'Oreal Expo Etiquette Forum"

In the post-crisis era, China＇s economy has developed rapidly with increasingly fierce competition among different brands. More and more companies are now carrying out charity marketing in some big events to advertise their businesses and enhance their brand equity. Under the background of diversification of marketing communication perspectives and uprising of companies＇ social responsibility, it is practically significant to study companies＇ charity marketing. ＂L＇Oreal Expo Etiquette Forum＂, for example, is an activity that meets the need of the market and find common points with relevant stake holders so that it integrates perfectly with the brand, which provides beneficial enlightenment for the strategy of charity marketing, that is, we should pay attention to the interactivity, conformity and integrity of the communication.