Research on the Effectiveness of Donation Marketing Taking Erke as an Example
Authors
Yingtong Chen1, *, †, Yifei Huang2, †, Xi Qin3, †
1Suzhou International Academy, BFSU, 215200, Suzhou,China
2International Department of Nanchang No. 3 Middle School, 330029, NanChang, China
3School of Cultural Tourism and Geography, Guangdong university of Finance and Economics, 510320,Guangdong, China
†
These authors contributed equally.
*Corresponding author email: guanghua.ren@gecacademy.cn
Corresponding Author
Yingtong Chen
Available Online 26 March 2022.
- DOI
- 10.2991/aebmr.k.220307.376How to use a DOI?
- Keywords
- Erke Donation Marketing Brand Image; social responsibilities; Erke
- Abstract
In this era of frequent natural disasters, companies should seize the opportunity to find new marketing strategies for brand development, fulfill their social responsibilities, and do a good job in donation marketing. The paper analyzes the case analysis of Erke’s donations in Henan floods and other donation companies and interprets the application of donation marketing strategies in the event of Erke’s donation out of the circle. We find donation marketing has a positive impact on the company’s popularity and product purchase rate within a certain period. This article provides a new idea for promoting the development of the company’s brand.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yingtong Chen AU - Yifei Huang AU - Xi Qin PY - 2022 DA - 2022/03/26 TI - Research on the Effectiveness of Donation Marketing Taking Erke as an Example BT - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022) PB - Atlantis Press SP - 2299 EP - 2307 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220307.376 DO - 10.2991/aebmr.k.220307.376 ID - Chen2022 ER -