Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)

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
https://doi.org/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.

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Volume Title
Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
26 March 2022
ISBN
978-94-6239-554-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.220307.376How to use a DOI?
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  - https://doi.org/10.2991/aebmr.k.220307.376
ID  - Chen2022
ER  -