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目的招募和保留更多的献血者,建立一支稳定的固定献血者队伍,有效保障首都临床血液供应。方法以体验营销理论为指导,采用关联式营销策略,包含感官、情感、思考、行动、网络等营销组合的方法,策划、组织2012年世界献血者日西单文化广场无偿献血宣传庆祝活动。结果本次活动吸引众多媒体竞相宣传报道,累计发表并转载文章数百篇、视频链接二十余个,在6·14世界献血者日活动期间充分营造出“每位献血者都是英雄”的主题氛围,形成了良好的宣传舆论环境,促进并带动西单献血屋、西单图书大厦及全市血液采集量增加。
Objective To recruit and retain more blood donors and set up a steady contingent of blood donors to effectively protect the clinical blood supply in the capital. Methods Based on experiential marketing theory, a marketing strategy of relevance, including sensory, emotional, thinking, action and network marketing methods, was used to plan and organize the blood donation and blood donation celebration of the 2012 World Blood Donor Day Xidan Culture Square. As a result, this event attracted many media outlets to publicize their stories. Hundreds of articles have been published and reprinted in full and more than 20 video links have been created during the 6.14 World Blood Donor Day. “Every blood donor is a hero ”The theme of the atmosphere, forming a good media public opinion environment, promote and promote Xidan blood donation, Xidan Book Building and the city increased blood collection.