The strategy of adhering to sustainable development is to enable Standard Chartered Bank to smoothly pass the financial tsunami of Noah's Ark. The better implementation of this strategy is reflected in the continuous promotion of public welfare activities in Standard Chartered.
The chief executive of Standard Chartered Group, Mr. Bob, made the following statement in the 2008 Sustainability Report: “If there is a need to confirm the importance of adopting a sustainable business approach, the turmoil and turmoil in the financial market in 2008 provided a strong proof. In his mind, the strategy of adhering to sustainable development is to enable Standard Chartered Bank to smoothly pass the financial tsunami of Noah's Ark. The better implementation of this strategy is reflected in the fact that Standard Chartered not only focuses on improving the performance of current and long-term business, but also actively promotes projects that have a positive impact on the environment and society.
Just two months after Zibode issued the above declaration, Beijing Standard Chartered Bank Beijing Branch of Wangfujing Oriental Xintiandi. In the Standard Chartered Office, Standard Chartered Bank (China) Co., Ltd. has market participants who believe that Chen Mingqiao, the managing director of domestic and foreign corporate banks, introduced the strong attitude towards public service marketing to "Successful Marketing". The process of public welfare projects. From the possible advancement in June 2008, he took up the role of Standard Chartered Bank in the Sichuan earthquake in China, which actually reflected the public welfare marketing of Chinese enterprises and the disaster relief in the district. Five months later, Standard Chartered China donated RMB 10 million to the Mianzhu Municipal Government of Sichuan Province for the construction of the project.
Such public welfare activities are not new to Standard Chartered. From “care for AIDS†to “visible hopeâ€, Standard Chartered Bank conducts an orderly year based on the new goals of public welfare activities.
In recent years, corporate social citizenship has been a hot topic. The implementation of corporate citizenship in the form of public welfare has received much attention, and the relevant lists issued by different institutions are also quite a lot. However, it does not seem to cause too much attention for most of the award-winning companies. Perhaps it is China's traditional tradition of “doing good things without leaving a nameâ€, and domestic companies are often ashamed of words or short-lived in public service marketing. In contrast, multinational companies such as Starbucks and Microsoft see it as a very common behavior. When investigating such projects, companies will select public welfare projects based on current product and marketing strategies. Some marketers believe that the contrast between the strong attitudes of domestic and foreign companies in dealing with public welfare marketing actually reflects the lack of Chinese corporate public welfare marketing strategy.
Standard Chartered's sustainability strategy can also be seen as a brand's public service marketing strategy to some extent. The social responsibility projects highlighted by Standard Chartered have three main criteria: first, the sustainable development strategy of Standard Chartered Bank and the market relevance of the bank; second, it can make full use of its own capabilities, resources and facilities, which is very important. This includes leveraging the core skills and professional talents of employees to enable them to develop their strengths in the project. Third, they help to solve some significant challenges by promoting public welfare activities (for example, reversing climate deterioration, health, poverty, etc.). Standard Chartered Bank is making greater use of it
Public welfare creates a sustainable future for stakeholders and the banks themselves. Guo Ling, President of Standard Chartered Bank Beijing Branch
Yan has said that public welfare activities bring benefits to the company's sustainable development, and also bring benefits to the corporate image and brand.
In the marketing environment where the effectiveness of various types of media hard advertising is gradually reduced, companies are also thinking about how to carry out brand marketing innovation. Enterprises that can establish a good ecological relationship with the living environment can make their own brands more deeply rooted in the hearts of the people. The highly affable and sensible marketing method of public welfare marketing serves as a communication bridge between customers and enterprises. In order to make the philanthropy a true corporate culture, Standard Chartered Bank specializes in giving employees two days a year of volunteer service daily paid holidays, in addition to annual leave, allowing employees to participate in their own banking activities or to participate in their goals. Other social welfare activities.
According to some sources, when a country's gross national product is between US$1,000 and US$3,000, such an environment is suitable for the development of public welfare marketing. China has just ushered in such a stage of development. The public welfare marketing of Standard Chartered Bank provides a good blueprint for domestic enterprises to understand this marketing method from a new height.
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