新媒体时代的精准化营销计划在青岛市高校无偿献血宣传招募中的应用

The Application of Precision Marketing Plan in New Media Era in Propaganda and Recruitment of Voluntary Blood Donation in Colleges and Universities in Qingdao

目的提升青岛市高校组织在校学生献血的比例。方法运用新媒体时代的精准化营销计划,细分为定位营销、运作营销、体验营销和关系营销,做好每一步计划,一步一步去落实,抓细节,创新高校献血宣传模式。结果 2017年1—6月底,驻青高校共有5 630名同学献血,较去年同期献血人数增长39.1%,一次献400 ml比例由35.4%升至39.5%。结论新媒体时代的精准化营销计划符合大学生需求,宣传方式更加人性化、更贴近校园,提高工作效率,增强同学的献血意识,壮大高校流动血库中的献血者队伍。

Objective To improve the proportion of blood donation among college students in Qingdao. Methods Using the precision marketing plan in the new media era, subdivided into positioning marketing, operation marketing, experience marketing and relationship marketing, doing every step, implementing step by step, grasping details, and innovating the propaganda mode of blood donation in colleges and universities. Results From January to June 2017, a total of 5 630 universities students to donate blood, the number of blood donors over the same period last year growth of 39.1%, an offering of 400 ml increased from 35.4% to 39.5%. Conclusion The accurate marketing plan in the new media erameets the needs of college students, and the publicity methods are more humanized, closer to the campus, improve work efficiency, enhance the blood donation consciousness of the students, and strengthen the blood donors in the mobile blood bank of colleges and universities.