三块钱能改变什么?——“免费午餐”的营销组合策略分析

What Can be Changed by 3 Yuan --An Analysis on the Marketing Mix Strategy of Free Lunch for Children

随着网络技术的发展以及公共治理理念的变革,越来越多的民间力量开始参与社会建设。在这个过程中,为了获得广泛的认同和多元的资金支持,公益事业也需要运用市场营销的理念和技术来推广自己的公益产品和服务。＂免费午餐＂是一项由邓飞联合全国500名记者发起的公益筹款计划,旨在为我国贫困地区的学童免费提供午餐,解决其校园饥饿问题。该项目的成功推广不仅惠及十多万名乡村学童,还引起了政府对乡村儿童营养问题的关注,被视为民间公益奇迹。本文拟以4Ps营销组合理论为分析工具,从市场营销层面阐释＂免费午餐＂的成功之道及其为公益营销带来的实践意义和启示。

With form of the concept ab the development of network technology and the reout public governance, more and more civil force be- gan to participate in the construction of society. In order to get more recognition and financial support, the public welfare undertakings should apply the concept of marketing and technology to promote their own public welfare products and services. Free Lunch For Children （FLFC） is a charity project initiated by Dengfei and 500 journalists. It is designed to provide free lunches for school students in poor areas of our country and to solve the problems of hunger in campus. The successful promotion of this project not only benefit thousands of rural children, but also draw the government＇s attention to rural children＇s nutrition. FLFC is regarded as a miracle of civil service. This paper intends to use the 4Ps marketing mix theory as an analytical tool, to explain the success of FLFC from marketing level and its practical significance and implications for cause-related marketing.