Research on Social Responsibility Marketing of Suzhou Branch of Industrial and Commercial Bank of China under the Background of "Double Carbon"

Abstract

This article takes "Double Carbon" as the background to carry out a social survey to investigate the current effectiveness of social responsibility marketing in Suzhou Branch of Industrial and Commercial Bank of China. After collecting questionnaires, SPSS data is used to analyze the questionnaire survey to make descriptive analysis, reliability analysis and validity analysis, and analyze the problems in Suzhou Branch of Industrial and Commercial Bank of China in social responsibility marketing: Insufficient promotion leads to low awareness of corporate social responsibility marketing, less disclosure of negative information leads to incomplete social responsibility information, and the internal system needs to be improved due to poor supervision and supervision of enterprises. After a comprehensive comparison of the situation of Industrial and Commercial Bank of China Suzhou Branch and other commercial banks in social responsibility marketing, combined with the concept and practice of social responsibility marketing of ICBC Suzhou Branch, targeted and practical optimization strategies are proposed from three aspects: marketing, media supervision, and mechanism.