Research on the Strategy and Social Effect of Firm’s Public Welfare Marketing

Lei Wang

2022

Abstract

Since the outbreak of covid-19, the public welfare marketing has been more and more extensive. In view of this, we first establish a theoretical model to study whether two firms producing different quality products participate in public welfare marketing and how to maximize the total donation. Firstly, whether a firm participates in public welfare marketing depends on both the product quality and the proportion of income donation; secondly, public welfare marketing may increase corporate profits and will certainly improve social welfare; thirdly, in order to maximize the total donation, the optimal donation proportion must be a small value. Then, we empirically test our theoretical prediction by capturing the marketing data of solid state in Tmall. Based on research conclusions, we propose several suggestions for firms, government and public welfare organizations in the end.

Paper Citation

in Harvard Style

Wang L. (2022). Research on the Strategy and Social Effect of Firm’s Public Welfare Marketing. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 105-110. DOI: 10.5220/0011162300003440

in Bibtex Style

@conference{bdedm22,
author={Lei Wang},
title={Research on the Strategy and Social Effect of Firm’s Public Welfare Marketing},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={105-110},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011162300003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - Research on the Strategy and Social Effect of Firm’s Public Welfare Marketing
SN - 978-989-758-593-7
AU - Wang L.
PY - 2022
SP - 105
EP - 110
DO - 10.5220/0011162300003440