assignment代写：Network marketing based on consumer behavior guidance

下面为大家整理一篇优秀的assignment代写范文- Network marketing based on consumer behavior guidance，供大家参考学习，这篇论文讨论了以消费者行为导向的网络营销。在网络营销的新时代，消费者行为集中体现在通过互联网了解所需要的商品，权衡比较同类商品的大量信息，与搜索相关的产品信息的条件下相比较，最终做出购买的消费决定，从对某样商品产生兴趣到最后消费，消费者的购买行为实际上是一连串的过程。网络消费的背景下，个性化的需求是消费者行为的鲜明特点。网络消费的自由休闲，随意尽情的浏览过程，能够强化消费者强烈的体验感受，从而无形中激化消费的主动性。

Network Marketing is the use of Internet media platform for marketing behavior, using new information technology, the release of product information to achieve product and customer contact. Compared to physical marketing, network marketing through the internet structure, for consumers is to break through the shackles of time and space, the supply and purchase of goods is no longer limited to the local, with the increasingly perfect logistics system, the various regions of the city of goods can be very rapid distribution, greatly reduce the operation of stores, commodity storage Operating costs and expenses of the transmission process. Network marketing consumers are mainly the younger generation of netizens, whether it is consumption habits or consumption preferences, have a clear new era of color. The enterprise may rely on the consumer's shopping record data to classify the consumer, according to the consumer's shopping interest and the custom, has the pertinence timely recommendation corresponding commodity, the feedback different consumer's demand and the hobby, and uses the network platform and so on Q Group and the friend Circle to carry on the latent consumer the contact and the long-term

In the new era of network marketing, consumer behavior is more concentrated in the Internet to understand the needs of goods, weigh the comparison of similar goods in a large amount of information, and search related product information under the conditions of comparison, and ultimately make the purchase of consumption decisions, from a certain kind of goods generated interest to the final consumption, The consumer's buying behavior is actually a series of processes. Network consumption background, personalized demand is the distinctive characteristics of consumer behavior, the Internet provides a wealth of detailed introduction of goods, similar products are increasingly competitive, consumers face more and more choices, from the quality of goods to the quality of service, consumer demand for personalized goods constantly upgraded. The free leisure of network consumption, the browsing process at will, can strengthen the consumers ' strong experience feeling, and thus the initiative of consumption is intensified.

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Traditional entity marketing can not fully meet the change of consumer behavior, a large number of enterprises have begun to use the network marketing approach to open up the market, it is because the network marketing increasingly show great advantages.

For consumers, traditional physical marketing is difficult to provide a full and transparent information as a shopping reference, consumers will be limited by time and space, in the balance of relatively inadequate conditions to make decisions. Network Marketing relies on the powerful function of the Internet to provide consumers with a wide range of commodity information, the nuances of similar goods can be very quickly reflected in the network environment, information is more easily transparent, consumers can easily learn the required parameters of goods and logistics distribution and other related information. Because the information is open, the result of competition is that many commodity monopoly profiteering phenomenon reduces, satisfies consumer's psychology, more willing to carry on the shopping activity on the network platform. Network Marketing provides a lasting interaction with the vast number of consumers the opportunity, network merchants have been a large number of consumer behavior reference data, and through the network platform tracking feedback, can be targeted to improve the development of new products, to achieve good market interaction.

Because of the limitation of traditional entity marketing in information, the personalized demand of consumers is difficult to be satisfied. Internet Resources for network Marketing to create a unique condition, consumers in the process of online shopping, can be in a wide range of goods to browse the full comparison, fully transparent network market so that free competition is possible, businesses in products and services are struggling to tap the personalized needs of consumers, segment the consumer market and groups, and enhance the experience and feelings of the shopping process. From the perspective of payment tools, break through the traditional physical marketing needs of cash transactions, network Marketing to make new and convenient payment tools become possible, along with online banking, Alipay and other means of popularization, shopping payment more and more convenient, is simply a simple computer or mobile phone operation can be completed, This is more attractive to young consumers and, in turn, stimulates further increases in consumer behavior.

Compared with traditional physical marketing, the cost advantage of network marketing is obvious. Traditional entity marketing usually needs to operate the place and the warehousing and so on expense, belongs to the relatively large part of the cost, the network marketing based on the Internet environment, can greatly save the tangible store expense and the stock cost, reduced the considerable operation cost pressure. Because of the characteristics of consumer groups and the natural advantages of network platforms, the advertisement of network marketing is not like the traditional entity marketing that relies on the paper newspaper or the Propaganda exhibition board and so on, but uses the webpage the text, the picture, the video and so on Low-cost tool, through the friend Circle, the user community and so on medium obtains the promotion effect to be quicker more widespread, Also more group targeted. The reduction of operating costs is possible for the benefit of the benefit. The cost of the business to reduce pressure, save money, put on the network propaganda, in their own commodity prices reflect competitiveness, so that businesses and consumers to achieve a win.

For many enterprises, the network marketing around consumer behavior, should choose the appropriate enterprise's own marketing strategy, in particular, can be from the product development and promotion of two aspects of the analysis.

Today, the market of all kinds of commodities is becoming more and more saturated, homogenization has become a common phenomenon, businesses should carefully examine the market, mining products corresponding to the consumer groups of the real needs and personalized preferences, on this basis to segment the market, distinguish between different potential buyers and diverse customer needs, accurate market positioning of their own products, Find an accurate market entry point. Consumers in the new era pay attention to experience feeling, therefore, the design of the Web page and so on is also to attract customers to finally make shopping behavior of the driving factors, the page layout design, pictures and slogans of the idea, these seemingly obscure nuances, it is likely to affect the consumer brain "products" of the additional impression, Thus inadvertently guide the consumer's ultimate idea. Tightly around the consumer's psychology, targeted deployment of operations, to seek market advantages.

Technology is the tool for enterprises to develop and develop, and innovation is the foundation of Enterprise's long-term unbeaten. If enterprises do not have the core technology, it is difficult to develop a market competitive products. Network Marketing in the market environment, with new technologies and large data has become a large number of enterprises to strive for the direction of business. In the face of diverse personalized needs of consumers, businesses can rely on new technologies and large data, to develop more suitable for different groups of consumers of new products, and actively update innovation, you can use the technical advantages to lead the market at a higher level. Therefore, all kinds of enterprises should be in the budget expenditure allowed under the premise, pay attention to the development of new technology, embodied in the product is more excellence, closely track the development of market needs, and actively improve their products, pay attention to the unique role of professionals, enhance the ability of independent technological innovation.

In the rapid dissemination of information generation, advertising is to enhance product visibility and influence of the efficient tool. Internet marketing in the sense of advertising, but also refers to the new media platform above the advertising, with the internet's size and speed of information dissemination, micro-BO, micro-letters, friends and so on new media channels have been very popular, through the emerging media in advertising, Businesses can make their products in a very short period of time to promote the wider scope. At the same time, celebrity endorsement advertising has become a very effective online marketing advertising way, well-known public figures in their own fans have a great appeal, merchants through the celebrity endorsement of their own products for the promotion, combined with the spread of network marketing speed, celebrity fans of this particular consumer group will produce extremely strong following effect , to open up the market will have a multiplier effect.

In the network marketing of the price promotion means, not equal to the price war, make full use of the goods consumers want to buy the value of the shopping psychology, flexible use of price tools to achieve the pursuit of consumption spree. Online discounts are common means of marketing promotion, through discounts to guide consumers, can quickly gather popularity, attract many new consumers. And through the accumulation of marketing methods, is actually a change in price concessions, leading consumers to form a shopping mentality. Conform to the "double 11" such a specific date of consumption trend, the full use of merchandise discounts on the network platform on large-scale promotion, it is the network marketing use price tools typical embodiment. Through the combination of a variety of price tools, businesses can be in a short period of time to increase the number of their own products to browse the page, played a very obvious promotional effect, finally reflected in the increase in turnover.

In the development of market economy, more and more enterprises choose the mode of network marketing, compared with traditional entity marketing, network marketing is more suitable for the change of personalized and diversified consumer behavior, and it shows its advantages in the aspect of commodity information dissemination and operation cost control. With the improvement of management and technology, I believe that the network marketing means can be better for the majority of business enterprises to use, and promote the further development and expansion of the market.

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申请essay就要这样写

申请essay既是留学申请的最后一环，也是最关键的一环。在申请essay中，我们需告诉招生官我们是谁、有什么想法或者是哪一类人，突出自己的个性，只有这样的essay才更让人印象深刻，从而增加自己被录取的几率。下面就给大家详细讲解一下。

一、以有趣的事物开篇

既然招生官们都是匆匆略过众多essay，那就要在开篇处仅仅抓住他们的眼球。小故事最能引人入胜，选一个最能展现你的特点和性格的趣事，然后解释一下这件事对你的影响。

二、换个角度在学校的方向思考

把自己放在学校的立场上，想想学校到底想要什么样的学生。展现出自己热爱学习，有批判性思维，有热情，有能力的一面，学校总是希望学生好学又有自省精神。

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三、降低“难”度

首先，别再说自己在国际大赛中获奖还是在厄瓜多尔盖房子这种高难度的事迹了，有点创意，写点独特又有趣的事就挺好。

其次，不要写的太复杂，你不是莎士比亚，你只是一个17岁的学生，你自己的观点和意识才是最吸引人的。

四、开动脑筋，化繁为简

essay应该你自己的个人陈述，所以用你自己的语言来表达。那些复杂的SAT词汇不会给你加分，反而会把读者推远。把essay当成是推销自己的广告文案来写吧！

五、把焦点放在自己身上

如果给你10分钟跟别人交谈你会说什么？最好的主题就是只关注自己，展示你的想法、逻辑和能力，只要你能抓住别人的注意力。

六、多借鉴一些成功的案例

多读一些成功的essay，找一个你喜欢的主题，仔细研究。发自内心的文字最能打动人心，写完后可以读给自己的家人或朋友听一下，但是不要一直读，再感人的情书读多了也会让人变得麻木。

七、不要弄虚作假

essay体现的是你的思维方式、世界观和人生观。如果你没有任何过傲人的事迹，那就不要假装你有，这只会让你给人留下虚伪的印象。

八、具体学校具体对待

每个学校的essay要求看起来可能都一样，但是绝对不能一份essay走天下，相信每个学校都有它的独特的关注点，仔细阅读写作要求，抓住要点。

九、补充申请信中没有的部分

大多数招生官没有时间来研究每个申请人，他们只能看到你呈现在他面前的内容。想象自己坐在招生官面前，他需要知道什么而你又会怎么回答，答招生官之所想，引导他对你有更深入的了解。

以上就是关于申请essay的写作讲解，同学们要记住，申请essay最忌讳的就是平淡无奇，这是非常致命的。

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paper代写-Causes and Effects of Child Labor

下面为大家整理一篇优秀的paper代写范文- Causes and Effects of Child Labor，供大家参考学习，这篇论文讨论了童工的问题。如今，童工的现象仍然存在于很多发展中国家，许多儿童在工作过程中遭受了很多苦难。童工的历史可以追溯到工业革命时期，当时世界上有很多儿童参与了劳动工作。童工的主要原因之一是贫困和人口过剩，这两者是相互关联的。生活在贫困中的家庭往往有更多的孩子，他们别无选择，只能让孩子去工作。

Child labor still exists in various developing countries and many children have suffered a lot during their process of working. The history of child labor can be traced back to the Industrial Revolution while 150 million children around the world are involved in labor even today (Sailee Kale. 2011). It is of great urgency to know clearly about the causes and effects of child labor so as to get those children rid of endless sufferings from it. This essay analyses the detailed causes and effects of child labor, hoping that it can give some insightful suggestions as for how to decrease the percentage of child labor.

One of the main causes of child labor is poverty and overpopulation and these two go hand in hand with each other (Sailee Kale. 2011). Families that live in poverty tend to have more children and they have no choice but to send children to work due to low income gained by a certain member within the family. Too many children can bring financial burden to the whole household so that parents are forced to make their children laborers in order to help get extra income. The second cause for child labor is the lack of education of parents of those child laborers (Sailee Kale. 2011). When parents are ignorant and illiterate, they won’t understand how manual labor may cause both harmful mental and physical trauma toward their children so that they may directly engage their children in labor without second thoughts. What’s worse, parents’ being uneducated will accordingly let their children uneducated because they do not understand the importance of education toward children’s lives.

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The first effect of child labor is a series of mental and physical problems toward the children (Lana Osment. 2014). Mental problems primarily include some psychological trauma of those children due to severe form of exploitation and constant ill-treatment and threats they receive. And the physical problems can be embodied via the health problems of those children due to long hours of working under intolerable and hazardous conditions. At the same time, child laborers are prone to malnourishment because the employers do not take care of them at all. Secondly, child labor will exert negative impact on the welfare of a nation. Illiteracy will increase out of children’s receiving no education, which will hamper the overall economic growth and human development. Also, lack of education means that children may be hard to be employed when they grow up, resulting in high unemployment rate. It is obvious that child labor is not conducive to both children and the nation, which indicates that child labor should be eliminated to the utmost.

To sum up, there are several causes that can be used to account for the incidence of child labor and many detrimental effects will be led to. So a fair knowledge can be obtained that people should spare no efforts to reduce the percentage of child labor through taking advantage of those causes of child labor. Only in this way can child labor be controlled and can those children be saved from being hurt by child labor in the end.

Works Cited

Lana Osment. 2014. Child labor: the effect on child, causes and remedies to the revolving menace. Online available from: http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=4275652&fileOId=4275654.

Sailee Kale. December 25, 2011. Causes and Effects of Child Labor. Online available from: http://www.buzzle.com/articles/causes-and-effects-of-child-labor.html.

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Paper代写：Corporate social responsibility

本篇paper代写- Corporate social responsibility讨论了企业社会责任的问题。公众形象是企业的一切。如今，消费者的决定不仅取决于产品的质量和价格，还取决于他们对企业的看法。而公司形象与社会责任有很大的关系。因此，很多企业公司都在努力建立自己的公众形象，去参加一些慈善活动和保证售后的问题。企业社会责任对于企业的利益是非常有用的。它可以为企业建立积极的形象，因此企业社会责任也是企业发生危机后重建信任的重要因素之一。本篇paper代写由51due代写平台整理，供大家参考阅读。

Chapter 1 –Introduction

Public image is everything for both small and large corporations. Nowadays, consumers make their decisions not only based on the quality of the product, the pricing, the commercials, but also their perceptions of the company itself. Starbucks does not simply sell espresso to go this far as the No.1 chain coffee shop globally. It is actually promoting the concept of good service and art of life to its loyal customers, contributing to a certain image. As a result of its successful public image building, customers can see themselves grabbing their favorite drinks and relaxing with happiness when speaking of Starbucks. Therefore, companies all strive to build up their conceived public image as benevolent, caring, and responsible.

Just as a good image that can bring attention and fondness from customers, bad public image affects not only the sales of a company’s products, but also its long-term developments. Recently, there has been an increase in public distrust towards corporations as a result of increased scandals and negative outcomes. The negative events have resulted in reduced public trust towards these companies, as well as the lower desire for consumers to purchase products from these companies. Therefore when certain events happen, such as a crisis that cast a dark cloud over the company,

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There are numerous real-life examples that can explain how companies’ public image can be destroyed overnight. For instance, Texaco was accused of discrimination and subsequently lost up to $1.1 billion as the price of negative public image (Vanhamme & Grobben, 2009). Another example would be Nike who suffered from multi-countries’ boycott after news revealing its sweatshops in Southeast Asia that employed children as illegal labor. Building up one’s public image seems hard, for it takes years of efforts and countless events to strengthen such image and maintain the expectation rooted in the public.

The manner in which the public perceives an individual organization has the potential to build it or break it. Regaining public trust is significantly complex as it involves altering the psychological perception of millions of people who view such companies and corporations negatively (McNabb, King, & Pētersons, 2010). It is especially difficult when the negative impact had a direct impact on specific individuals. In this regard, public trust is one-asset hat companies should always seek to protect towards keeping a clean reputation, which is essential for business growth and sustainability.

Speaking of public image and public trust, both ideas are closely connected to a term which most corporates and organization find essential – corporate social responsibility. It is for their own benefits that corporates are likely to behave in social responsible ways instead of against it, and the vital reason here is the possibility of harming their public image. For the past twenty years, an increased concern on how corporate social responsibility might affect business and political realms have grown (Campbell, 2007). A certain link between a corporate’s CSR and its financial performance has been noticed by many business leaders as well as academic theorists. According to Campbell (2007), quite an amount of research has been done over the past few years on CSR and other attributes which shows different factors that contributes to such link, calling for more serious inquiry to this matter.

Studies have shown that CSR is quite useful for the benefit of a corporation. It can build positive images for corporations and therefore CSR could be one of the processes to rebuilding trust after crises happen. However, many companies still do not know how to successfully implement the CSR initiatives, and they are not aware of the fact that the wrong timing or inappropriate strategies might lead to unwanted outcomes, such as increasing the severity of the crisis instead of alleviating it. For this paper, there will be the focus on three specific companies to understand the relevance of CSR in the crisis. Organizations that will be the probed are NongFu Spring water, Fiji water, and Volkswagen. These three companies have faced unique situations in their geographical areas and have been able to sustain by developing a CSR practice that was unique and met the subjective needs of the situation.

As a Chinese bottled water company, Nongfu Spring water’s biggest market lays in the domestic one and its public image has always been carefully maintained. The company announces that its concept of production is ‘natural and healthy’ and promises that it would never use tap water or add artificial minerals into their bottled drinking water. Nongfu also promotes that idea that protecting the environment around the source of spring is crucial for the success of their products. However, in 2013, Nongfu Spring Water was critiqued not to follow its quality standards. In China, there is a growing concern about the safety of the food products.Also, there is an increasing consensus that the companies do not care about the people.There were lots of rumors about the quality of the water on each social media. The dangerous rhetoric created and instilled fear in the people about procuring the brand. At that time, it was found that the negative comments about the brand rose to 80% on the Internet. Main concerns include those about water quality problems caused by the origin of water that doesn’t meet national standards. Many expressed their belief in the media that reported the news and called the statements of Nongfu as typical PR moves. There are also customers who complained about the fake Nongfu bottles in the market and complained about its quality control as well as the price inflation.

The Fiji Water Company is a famous bottled water exporter who is based in the United States. The origins of its bottled water are from the largest island of Fiji and the company’s commercials are all about how pure and natural the Fiji spring is. Due to successful marketing and sales, the company owns large share of international high-end bottled water market, and consumers consider it to be a company that protects the natural balance and offers premium products. However, the company got into series of troubles which led to doubted problems. First of all, the company was able to escape from paying taxes since 1995. In 2011, they were finally forced to pay the back taxes.Apart from this, the company was discredited for linking itself to the government and causing changes based on the paradigm and not undertaking genuine efforts to help the environment (greenwashing). The company was able to sustain and change its brand persona by undertaking genuine efforts to rebuild the community (Ali & Ackley, 2011).

Volkswagen is the largest automaker worldwide. Originated from Germany, the company has a history of over 80 years and its products are sold all over the globe. The company has always promoted its slogan of ‘the people’s car’ and customers have faith in its economic, safe products. The cars from the company not only has won the customers’ hearts, but also won many of the prizes worldwide, including car of the year in Europe, US, and Asia. However, even such a big multinational enterprise bothers when encountering negative publicity crisis. In early 2015, a massive scandal in the international auto industry reared its ugly head; at the center of the deceiving hydra was Volkswagen, who “admitted that 11 million of its vehicles were equipped with software that was used to cheat on emissions tests” (Gates, Ewing, Russell, & Watkins, 2016). The scandal is thus called the ‘emission gate’ for Volkswagen, and it received lawsuit from the EPA, California court, and class action from millions of consumers. It causes the extensive damage to the environment, possible damage to people on the planet (nitrogen oxide, one of the chemicals catalytic converters reduce emissions, causes emphysema, bronchitis, and asthma). Volkswagen’s stock tanked immediately after the crisis and suffered from enormous loss for up to billions.

Based on these three case studies, the purpose of this paper is to understand how CSR can positively affect a company in a crisis. The following sections will first develop a detailed literature review to research about what scholars have said about the relations between CSR and public image repair. The literatures are chosen from the angle of verifying if CSR can help a company with its reputation, and some went further to see how exactly can it help. Next is the problem definition of this paper – what problems would it like to explore? What are the hypotheses? How can these hypotheses be verified? Following that is the research design and methodology on how the cases of Nongfu Spring water, Fiji water, and Volkswagen have been able to develop their brand image. The research would be conducted through three means: case studies, focus groups, and content analysis. The combination of these three means can help fully understand my research question and verify the hypotheses from more angles than merely one. Finally, the data from research is collected and analyzed to reach findings.

Chapter 2 –Literature Review

Negative Publicity

Publicity is vital to any company, as the public’s attention can lead to economic benefits from consumers to the company and have a strong influence on its reputation. It is acknowledged to have a larger influence on the company itself than other channels, like inside communications (Dean, 2004). Therefore, companies would carry out all sorts of initiatives to improve its publicity, or, in other words, be well-known to the public (in a positive way, of course). For example, the cosmetic company L’Oreal collaborates with UNESCO and holds the annual award of Women in Science to acknowledge those who contributed to science (L’Oreal, 2016). The luxury watch company, Jaeger-LeCoultre, have made an exceptional donation to Coco Islands National Park in Costa Rica recently (HH Journal, 2013). These efforts are made to improve the company’s publicity and leave impressions in its consumers and other audiences of supportive, responsible, generous, pay-back-to-society, and philanthropic.

Due to the high potential of harming company image, negative publicity is something that any company would try to avoid. Dean (2004) point out that this is because people tend to believe negative information rather that positive ones and such tendency would lead to a larger spread of the negative publicity of companies. What is more, media like to cover bad news as they find them to be catchier to audiences (Dean, 2004); therefore if any scandal breaks out it would be a company’s great loss.

Company Crisis

A crisis for a company means economic loss as well as downslide of reputation. Therefore, it is natural the company crises may often cause negative publicity. For example, Nike encountered its major crisis of accusations towards its sweat shops set in south-east Asian countries. When the pictures of horrible living conditions and scared little kids without proper clothes came out in public, the media didn’t let the big news go. Nike thus had to pay a heavy price on following sales falls, unsatisfied shareholders, angry public, and troublesome lawsuits from relevant agencies (Nisen, 2013).

To fully explain the concept, Ulmer and Sellnow (2000) pointed out that there are several things worth noticing about corporate crisis. To begin with, they state that crisis threatens the company’s ‘social legitimacy’, which the company might lose and become what the public think as ‘dishonest, law-breaking, and irresponsible’, and that people might consider it to be having few concerns about the society (Ulmer and Sellnow, 2000). To prevent such consequences, companies should quickly reestablish its reputation and restore values indicated by the ‘norms’ (Ulmer and Sellnow, 2000). The second issue is that the crisis will also create evidence in the related legal process. It is usually very complex for the public to fully understand, and they might rely on media’s coverage to figure out that has happened, or do investigations by themselves (Ulmer and Sellnow, 2000). The Volkswagen case, for instance, is an obvious one. Customers find the lawsuits and legal process to be very confusing, and they relied on TV reports, newspapers, and even websites to see if any compensation can be made. Finally, the question after the crisis is often quite disturbing: who should take the blame? The public needs answers to the damages caused and they want the company in fault to take responsibilities (Dean, 2004).

In conclusion, the three issues decide that any company should organize its communications well enough to cope with such crises so that it can strategically respond to the loss of legitimacy, legal evidence, and follow-up responsibilities.

Crisis Reaction

Scholars usually apply the case-study method when they look into the issue of company crisis and crisis communication. Conclusions of what a company should and shouldn’t do are reached as results of the studies. Meanwhile, there are quite a few who explored the conceptual parts of the issue. Birkland (1997) studies about the public policy perspective of the crisis communication, arguing that the event itself could be the change agent since it result in fully attention from the public. In other words, the public can push forward a crisis and act as catalyst. His idea is to be found very interesting in the setting.

Meanwhile, there are also voices on whether companies can effectively respond to crises, and what the possible responses are. Dawar and Pillutla (2000) researched about consumer behaviors and negative publicity, noting that companies might react similarly towards crisis, but the outcome is likely to be different if consumers hold various expectations. This means that if consumers had previous positive opinion towards a certain company over another, then their response towards identical crises over these two companies would have been quite different – with the favored company’s publicity less likely to be affected. Those who lack favorable opinions towards the company, in contrast, are likely to draw negative conclusions when they are aware of the crisis (Dawar & Pillutla, 2000). Their hypothesis included three kinds of response: first, the company publishes ‘apology, recall, or restitution’ with admitting of its defects; second, the company only admit the product defection without following apology, recall or restitution; and third, the company posts no response during the crisis (Dawar & Pillutla, 2000).

Bradford and Garrett (1995) researched about 5 typical responses to crisis events, and they found out 4 pre-conditions in general companies. The first kind of response is ‘no response’, as the company does not make any statements regarding the crisis; the second is ‘denial’, as the company stands out and deny the whole scandal or refuse to be blamed as the party of fault; the third kind is ‘excuse-offering’, as the company applies different excuses to get it out of the trouble, hoping for the public to understand; the fourth kind is ‘agree to have caused the event but deny the severity’, as the company argue that the crisis is less severe than it has been publicized; and the final kind is ‘accept responsibility’, as the company fully embrace the fact that it is to be held responsible (Bradford & Garrett, 1995). The first kind of pre-condition is that the company can prove that it ‘didn’t commit unethical actions’, with the next being the company proving it ‘didn’t have control over the crisis’, or it can hand in evidence that the crisis is ‘less severe than publicized’, with the final one being that the company ‘fully accept responsibility’, and the last condition is considered to be optimal when it comes to crisis communication (Bradford & Garrett, 1995).

Ahluwalia et al. (2000) stated that consumers’ commitments into branding will moderate the outcomes of negative publicity, as they researched about how these consumers commit based on various interests. The critical role commitment play in ‘counter-attitudinal information’ makes it important when it comes to crisis communication (Ahluwalia et al., 2000). The authors announce that if consumers have a low level of commitment into certain branding, they are likely to change their attitudes faster when sudden negative crises happen. Their interaction with the company is therefore predictable based on the level of commitment.

Corporate Social Responsibility

Corporate Social Responsibility (CSR) refers to the social, ethical, and environmental obligations to the society that it is in, which cause the leadership of the company to respect social interest and setting up bottom line for its own sake (Argenti, 2009). Argenti (2009) also stated that CSR can provide actions related to the company that serves the goal of both ‘voluntary and proactive’, which can be combined in its business patterns to serve for success over a long term than only current investment returns. This means that CSR is an investment for companies rather than a debt to pay back to the society. By investing in CSR initiatives, companies are not only making philanthropic efforts to the environment, the poor, or those who are affected by their production process, but rather reducing the negative effects for a longer term (Argenti, 2009). This is much better than making up with monetary compensations, or simply hiding the truth from the public until it arises to become a crisis.

Scholars suggest that corporations choose to behave in socially responsible ways because it significantly affects their financial performance and social images. Although corporations have the goal to maximize profit and shareholder value with all their efforts, and behaving socially responsible seems to be contradicting to this purpose, studies have shown that CSR can bring more benefits than costs under certain circumstances (Campbell, 2007). What should be the bear in mind for a public corporation is that its shareholders are also part of their important audience, and they would like companies to increase CSR initiatives (Iacono, 2009).

Acknowledging that the idea of corporates behaving social responsibly might seem absurd for some people, as they all agree that corporates ultimate goal is to realize their own interests but no others, Campbell (2007) specifically argued that economic conditions are the key component in influencing a corporation to act in socially responsible ways. He gave examples that certain firms, while pursuing profits, have showed socially irresponsible behaviors such as customer deception, regulation cheating, tax-breaking, and labor-exploitations (Campbell, 2007). However, Campbell (2007) also provided more examples of those firms that did just the opposite to the irresponsible acts above. The CSR behaviors include giving to the poor, charity donations, decent treatment to staffs, great benefits on employment, and more.

The reason, as Campbell (2007) and other scholars argued, is that those who behaved according to CSR standards finds political and economic benefits to their firms as a whole. Therefore, the transnational corporations with positive financial performance would have a larger probability of behaving more social responsibly as it lies within their line of self-interest. CSR also serves as a moral boost for corporates’ internal employees and staffs as it encourages them to work in an environment that gives back to the society, not to mention the fact that employees participate actively even during the difficult times in economy (Iacono, 2009).

CSR demands to be a long-term, steady investment because it matters on more than one level to companies. Some scholars point out that making such continued commitment isn’t easy for all companies, especially those who are only searching for obvious paybacks. According to Iacono (2009), those companies that continue their efforts of CSR even during recession have different reasons. This is because CSR can help companies to maintain its public image and allow consumers to support in other ways other than financial payments, such as ‘buying specific products or making small donations’ (Iacono, 2009). Also, the commitment of the company shown through the CSR efforts can be verified in this way and it helps to ‘build brand loyalty’ for the company itself, not to mention the fact that the shareholders of the company, no matter individuals or organized groups, encourages companies to contribute more to CSR activities; and that the internal benefit of the CSR efforts can ‘provide a much-neede morale boost’ for employees when times are hard (Iacono, 2009).

CSR’s Effect on Crisis Communication

Corporate Social Responsibility has a positive impact on crisis communication and rebuilding trust. To begin with, some scholars think that CSR lays the foundation of company legitimacy. Suchman(1995) suggested that legitimacy is ‘a generalized perception or assumption that the actions of an entity are desirable, proper or appropriate within some socially constructed system of norms, values, beliefs, and definitions’(p.574). Handelman and Arnold (1999), on the other hand, suggest two types of legitimation of firms: On one hand, a company can gain legitimacy through certain actions they show in the public that present its norms of social environment, which composes the pragmatic type of legitimation. On the other hand, a company needs also to achieve the social aspect of legitimacy for it to earn consumers’ support in the long run. In the opinion of Vanhamme and Grobben (2008), these two types of legitimacy are both vital to companies while social legitimacy acts stronger when it serves to establish the right public image. What is more, the CSR can have a positive effect on consumers when making inferences about certain company benefits. Vanhamme and Grobben (2008) go on and suggest that companies must defend their legitimacy, both in social and pragmatic realms, to recover from the social responsibility crisis they encounter as means of defending reputation.

Brown & Dacin (1997) found that CSR positively influences the company and its products when it comes to consumer evaluations. Also, CSR would reduce the risk of brand damage, as consumers might expect fewer responsibilities from a company with strong CSR during such crisis (Klein & Dawar, 2004). Vanhamme & Grobben (2009) suggested that CSR encourages corporate communication about social efforts, which enables a company to rebuild its reputation and protect its image. For example, companies would use cause-related marketing to realize their objectives in reducing negative effects and crisis communication (Vanhamme & Grobben, 2009). As it comes to company performance, CSR can have a halo effect be projecting such positive company image and ‘creating credibility and trustworthiness among the general public’ (Vanhamme & Grobben, 2009, 275). It means that the longer a company initiate CSR programs and gain trust from the public, the better it can be protected from negative events like a crisis or an emergency. Therefore, the overall effectiveness of defending company image would depend on the company’s history of implementing Corporate Social Responsibility (Vanhamme & Grobben, 2009).

Scholars have also found that CSR can be carried out in the sense of social initiatives, and those who failed to do so might suffer from severe payments. Becker-Olsen et al. (2006) conducted studies and found that they present consistent results on the relations between social initiatives and the benefits of firms. The right CSR strategies that fit the firm will make consumers improve their perceptions and motivate them to reward with purchasing behavior. In the interviews, most respondents believed that firms that were irresponsible should be boycotted, which obviously would harm the profit and development of these firms. What is more, Levy (1999) expressed that corporate responsibility and social initiatives are the core of business and should be consistent with the firm’s objectives both in short and long term.

Coombs (2014) stated that proper insights into crisis communication can be applied to improve the process and that CSR is part of the effectively applied communication. However, there are some concerning statements when it comes to whether companies should actively show CSR actions during a crisis. According to Vanhamme & Grobben (2009), it is recommended that companies should better not mention obvious CSR actions during crisis communication as a strategy because consumers would generate levels of disbelief, especially when the company has only invested in CSR for a short period. This is because the possession of clear interest and the lack of solid reputation ‘are known to undermine the credibility of legitimating attempts’ (McGuire, 1985).

Similarly, Catchpole (2009) concluded that it is now quite common that a company has done numerous CSR activities of which it is proud of, and the company would like to share such lessons with its peers and shareholders to make the business world better. But when it comes to practice, the company does not prefer looking like all its CSR efforts are done for the primary reason of publicity. Catchpole (2009) pointed out that to avoid this loophole; a company should deeply internalize its CSR efforts together with its corrective actions that required during its public service and product development.

Analysis of Literature Review

The literature review have plenty support on the statement that CSR initiatives can assist a company to improve its crisis communication and diminish the harm of negative publicity. It first draws on the concept of negative publicity and its harms to company, moving on what company crisis can threaten its social legitimacy to CSR’s Effect on Crisis Communication. Studies have shown that those companies who have gained consumer’s long term commitments can easily recover from crises and take the blow less hard. How to build up such commitments? This is where CSR comes up. As a tool that can show social responsibility of the company, CSR contributes as a long-term investment for company because it can build up a ‘reservoir of goodwill’ upon certain crises (Dean, 2004). Benefiting the company from both political and financial terms, CSR enables the company to identify risks before events, cope with communications more swiftly, and build up deeper trust from the public.

Therefore, it seems perfectly legitimate and well-intended for companies to take actions in CSR events. However, there are also voices indicating that the implementation of CSR efforts should be wise and fit for different companies. The public perceive each movement of the company with their own judgment, not to mention that the media love negative news to make a sound. When a move seems less genuine, the public image might suffer from deeper falls. The previous and historical efforts of CSR as well as the publicized motive of certain CSR initiatives matters much for the public to trust the company, especially during the crisis.

Just as Vanhamme and Grobben (2009) warn companies, the history and length of the CSR matters a lot in its implications of implementation. They say that companies with longer history of CSR can enjoy a better effect of the goodwill reservoir and longer damage buffer than those who only respond at the outbreak of the crisis. Consumers are also likely to doubt the motive of a company if it immediately carries out obvious CSR initiatives when a crisis happens. Scholars suggest that they wait until the crisis end and then start to initiate post-crisis CSRs with less obvious intentions to repair images and regain trust.

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Essay代写：Foreign policies of Donald Trump

下面为大家整理一篇优秀的essay代写范文- Foreign policies of Donald Trump，供大家参考学习，这篇论文讨论了特朗普的外交政策。特朗普的外交政策，实际上是政治现实主义和理想主义的融合，更倾向于孤立主义，美国将在经济和政治层面的重建与现实的地缘战略目标相一致。换句话说，特朗普的外交政策是实主义和自由主义的结合，这也体现了他的现实主义国际政治哲学，即避免过度介入“思想”和“教义”的争论。他采取的一系列外交政策，从美国国家利益的角度出发。

“America first will be the major and overriding theme of my administration”, Donald Trump said in his America First Foreign policy speech. According to his speech, we can summarized Trump's foreign policy as "America First ".

Donald Trump's views on the current state of American politics and the foreign policy of the United States draw more on the realist theories of Andrew Jackson and Alexander Hamilton. But Trump in public speeches made effort to use idealistic language packaging its realist purpose in a number of occasions. Both Hamilton and Jackson's doctrine emphasized the importance of national interests, Donald Trump will do also. Trump's integration of political realism and idealism means that the United States will implement a mixed foreign policy, the US policy will be more inclined to isolationism, the United States will be in the economic (international trade) or political level reconstruction in line with the realist geostrategic objectives. Put another way, his policy is a combination of defensive realism, offensive realism and liberalism.

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After taking office, Trump quickly signed an executive order, formally announced that the United States quit the "Trans-Pacific Partnership Agreement" (TPP), thus clarifying its position on key foreign policy. Exiting the TPP is a symbol, US trade policy will face a major change. In the words of Spice, White House spokesman, the US trade policy will enter a "new stage", Trump intended to build a free and fair trade environment around the world.

Trump's largest diplomatic and strategic adjustment may be that return to isolationism, no longer assume the responsibility of the collective security, especially to maintain the Western military alliance which America has led 70 years after the war . There has been a great change in foreign policy. Instead of pursuing a simple output of "universal value", the foreign policy is considered from the perspective of real national interests. Regional affairs, especially the Middle East, the pursuit of regional stability, rather than recklessly promote Western-style democracy. On the economic front, he pursuits the United States’ "real interest", the national interest first. The United States respects and protects its allies, but it can not be taken for granted and will demand that its allies assume corresponding responsibilities.

"Trump doctrine" is not interfering, but do not give up the world-led. It is a strategic contraction, but not isolationism. And it is the supremacy of the United States, but closer to China and Russia. The United States, China and Russia are competitors, but not enemies, can also be peaceful coexistence, cooperation and win-win situation in many global affairs. White House press secretary Spicer keeps an open attitude to the possibility of a joint US-Russian military operation in Syria. This is a positive attitude, not only to alleviate the ongoing Cold War between the United States and Russia, but also conducive to building a new US-China relations and enhance the status and influence of China and Russia in international affairs, and maintain the big triangle balance to avoid the outbreak of war. In addition, the US strategic contraction does need China and Russia play a more complementary role.

Trump's foreign policy reflects his realist international political philosophy, that is to avoid excessive into the dispute of "idea" and "doctrine". He adopts a foreign policy that put the United States national interests in the first place form the perspective of national interests

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