The planning stage is the stage when enterprises decide to implement public welfare marketing and plan some basic problems of public welfare marketing.

1. 1 analysis of public welfare marketing environment

Starting from its own actual situation, an enterprise analyzes its own internal and external environment, so as to decide whether it is suitable to implement the public welfare marketing strategy.

1.2 Make a public welfare marketing plan

Enterprises should make a public welfare marketing plan on the basis of analyzing the public welfare marketing environment and deciding to implement the public welfare marketing strategy. The public welfare marketing plan at least includes: ① theme selection. ② Budget funds. ③ Selection of types. ④ Choice of means.

1.3 Publicity Principles of Public Welfare Marketing

When choosing to implement public welfare marketing, enterprises should adhere to the principle of timely and moderate, and tend to publicize public welfare behavior, so that people can realize that enterprises are doing public welfare, public welfare first and enterprise second. On the other hand, enterprises also need to choose the appropriate publicity methods from some common publicity methods.

2. Implementation stage

The execution stage is the core of the whole public welfare marketing. On the basis of overall analysis, enterprises should start to implement public welfare marketing.

2. 1 Set up a marketing management team

The professionalism of public welfare marketing determines that enterprises should set up a special public welfare marketing management team, so that the implementation of activities will often have the greatest influence, and it is convenient for internal communication, strengthen the support of internal resources, and get the most effective management and implementation.

2.2 Communication with relevant participants

Public welfare marketing is a marketing method with the participation of relevant participants. In the process of implementing public welfare marketing, communication with relevant participants is an important guarantee for enterprises to implement public welfare marketing. Participants in public welfare marketing include not only external participants such as media and consumers, but also employees. Enterprises should adhere to the principle of good faith and make clear the purpose of implementing public welfare marketing to relevant participants.

2.3 Honest performance of commitments

Public welfare marketing requires enterprises to make commitments to relevant participants. If you cooperate with charitable organizations to carry out public welfare marketing, enterprises often promise to give corresponding donations to the organizations. In the process of implementing public welfare marketing, enterprises should honestly fulfill their commitments, otherwise the brand or image of enterprises will be damaged.

3. Evaluation stage

The evaluation of public welfare marketing should focus on: ① publicity evaluation. The success of public welfare marketing depends largely on the success of corporate publicity. (2) the popularity evaluation of other institutions, organizations and figures. (3) employee attitude evaluation, public service marketing can enhance the cohesion among employees and improve their work enthusiasm, so employee attitude evaluation is also a way to verify the degree of public service marketing. After the big industrial era, the pursuit of economy has become the mainstream value orientation of society, and people have become yearning for and avoiding the economy-everyone yearns for wealth, but they are avoiding others from "marketing" wealth from their own pockets. While practicing hard, he refused to sell. Today, the highly utilitarian and cultural modern currency has built a series of invisible high walls for human communication.

At the same time, relatively utilitarian intermediaries such as art, culture, sports, education, and blood relationship have become efficient carriers for people to relax their guard and reveal their hearts. Of course, noble public welfare undertakings are naturally among them. As a result, some prescient business people gradually avoided the secular vision, boarded the public welfare express train and sailed to the other side of marketing. In this way, new ideas and methods of traditional marketing concepts such as public welfare marketing spread. When it comes to the concept of "public welfare marketing" and the origin of the discipline, there is still an empirical unified view, but its emergence as a theoretical vocabulary should be later than the establishment of the marketing discipline. At first, enterprises were under competitive pressure. In order to find differentiation in marketing, they began to try to gain people's trust by supporting social welfare affairs in combination with the characteristics of products, and then grafted into consumer behavior in order to obtain a marketing outlet. Later, everyone accumulated some theories from the experience summary, and began to be understood and tried by more enterprises, and gradually became a theoretical branch of the marketing system. Up to now, many books about this kind of knowledge have been published, especially overseas versions, and the theoretical research on public welfare marketing in China has not been popularized. In fact, no matter how we shout and convey the concept of charity in reality, the essence of charity marketing is based on public welfare and marketing, and in the final analysis, it is to serve the profits of enterprises. Then, why is public welfare marketing generally recognized and accepted by the society? It is because, unlike the traditional marketing concept of quick success and instant benefit, or that sports marketing and artistic marketing are full of pure entertainment colors, public welfare marketing respects and supports public interests, showing great concern for human nature and morality.

A large number of enterprise facts and the urgent need of social public welfare culture tell us that public welfare marketing has been widely recognized and accepted by the society, which provides a good opportunity for some enterprises' marketing methods-when I say "some", I mean not all enterprises are suitable.