Research On Public Welfare Marketing Communication Strategy Based On Emotional Mobilization Perspective

This article aims to combine Vipshop's public welfare marketing communication strategy with emotional mobilization theory,from the perspective of emotional mobilization,using case studies,text analysis,questionnaire surveys,participatory observation and other research methods to explore the current Vipshop public welfare marketing The purpose of the communication strategy is to conduct a targeted analysis of Vipshop 's public welfare marketing,explore its successful experience,and at the same time propose optimization suggestions for deficiencies.Not only can public welfare marketing play a greater role in the development of enterprises,it can also provide reference and suggestions for other companies to carry out public welfare activities and use emotions to mobilize consumers,with a view to improving the status of public welfare marketing.The full text first outlines the development of Vip.com 's public welfare,and sorts out the development of its public welfare projects and the motivation of public welfare marketing and communication.The second is to focus on the analysis of the Vip.com public welfare marketing communication strategy,based on the perspective of emotional mobilization,starting from three levels of analysis.First of all,discourse strategies and visual strategies can shape the tragic situation of the recipients;the non-legacy culture and the emotional elements of female empowerment can narrow the distance from the user group;long-term and continuous public welfare behaviors can shape a good social responsibility image and let The public formed an emotional follow-up to corporate public welfare.The above strategies can emotionally arouse the public to a certain extent and establish a sense of identity for public welfare.Second,providing users with a place for emotional expression and communication can stimulate their sense of social participation;opinion leaders have a star effect and can play a good role in calling and leading;differentiated media channels can expand the coverage of public welfare communication,and more Communicate public welfare emotions well;combining with social hotspots can use its heat to improve public welfare communication effects and stimulate public emotional participation.The above strategies play a role in stimulating public emotions and enhancing their action energy.Finally,the implementation of public welfare initiated by the Internet,and forming a closed loop of public welfare online and offline can have an impact on the public in real life;the low threshold participation model can most directly stimulate the public's desire to participate;the social pain points reflected by public welfare can trigger public Realistic torture stimulates their anger and questioning emotions;and the innovative public welfare model allows the public to see the enterprise's innovative awareness and exploration awareness in public welfare undertakings,allowing the public to generate emotional trust and participate in public welfare.The above strategies can further sublimate their emotions after the public has established a sense of identity for public welfare,directly transforming ideas into actions,and bringing the emotional energy on the network to reality,with a certain impact.At the same time,the author of this article also found that Vip.com 's public welfare marketing communication still has the problems of insufficient utilization of network channels,lack of project receipt mechanism,and single information dissemination methods.In response to these problems,the optimization suggestions put forward are: innovation of public welfare communication content and rich performance Form;integrate the effects of media communication,conduct multimedia collaboration;establish a more transparent and open public welfare mechanism.