论文部分内容阅读
公益3.0时代,一家有温度的企业如何做精益化公益,更好地调动年轻消费者的参与热情?今冬,蒙牛在13所城市的大学校园,掀起一场激活95后、有范儿有温度的“燃并暖”跑步热潮。跑友通过跑步积累10000步,兑换一杯热牛奶,同时还能为山区小朋友捐赠一双手套。这场集酷炫与温暖于一体的爱心接力跑,深化了蒙牛的颠覆性创新公益体制和温情符号,也在这个95后崛起的时代进一步提升蒙牛的品牌影响力。
In the era of public welfare 3.0, how can a company with a temperature do lean public charity and better mobilize the enthusiasm of young consumers? In the winter, Mengniu has activated an after-active 95 and has a range of temperature and temperature in the campuses of 13 cities. “Burning warm ” running craze. Running friends can accumulate 10,000 steps for running, exchange a glass of hot milk, and donate a pair of gloves to the children in the mountains. This passionate gathering and warmth combined to intensify Mengniu’s subversive innovation public welfare system and warmth symbol, and further enhanced Mengniu’s brand influence in this era of post-95 rise.