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目的招募和保留更多的献血者,建立1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20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、西单图书大厦献血点及全市血液采集量增加。结论体验营销理论在献血者招募和保留领域中的适当有效应用,对建立固定献血者队伍具有十分重要的意义。
Objective To recruit and retain more blood donors and set up a stable contingent of blood donors to effectively protect the clinical blood supply in the capital. Methods Based on the theory of experiential marketing, this study planned and organized the voluntary blood donation celebration of Xidan Cultural Square in 2012 with “World Blood Donor Day” using the marketing strategy of relevance, including marketing, sensory, emotion, thinking, action and internet marketing methods . As a result, this event attracted many media outlets to advertise and accumulate hundreds of articles and repost articles in total. More than 20 video links were created during the “6.14 World Blood Donor Day” campaign. “Every blood donor is a hero ”Theme atmosphere, formed a good public opinion environment, promote and promote Xidan blood donation, blood donation Xidan Book Building and the city’s blood collection increased. Conclusion The appropriate and effective application of experiential marketing theory in the field of recruitment and retention of blood donors is of great significance to establishing a contingent of blood donors.