在社交媒体空前发达的商业背景下,灌输式的传统营销策略正在失去以往的价值。这意味着,如何调动客户的参与、放大消费者的倡导力量,显得空前重要。肇始于美国的冰桶挑战在本年度的传播性事件中赚足了眼球。在中国,小米科技CEO雷军接受挑战后,向美国ALS协会捐助了100美元,同时向中国“瓷娃娃罕见病关爱基金”ALS项目 In an era of unprecedented social media commerce, inculcating traditional marketing strategies are losing their past value. This means that how to mobilize customer participation, to amplify the advocacy power of consumers, has become more important than ever. The ice bucket challenge, which began in the United States, earned the most attention during the year’s broadcast. In China, after milking CEO Lei Jun took the challenge, he donated US $ 100 to the ALS Association of the United States. At the same time, he sent a message to China’s “China Porcelain Rare Disease Care Fund” ALS project