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——海南医学院第19届全国爱眼日系列活动 13营销 2014年11月 目录 一、项目背景 ·························1 二、项目调研 ·······················`··4 （1)Swot分析 ··························5 （2)项目可行性调研 ························6 三、项目策划 ···························8 （1)活动目的 ···························9 （2)活动主题··························`·9 （3)目标公众·························`··9 （4)策略选择··························`·9 （5)策划详情···························10 宣传作品征集赛························11 海南省高校爱眼知识巡回讲座··················15 漫画展····························19 免费修理、清洗眼镜······················23 仿近视眼体验活动·······················27 大型公益文艺汇演暨募捐活动··················35 免费治疗高度近视眼及配置近视眼镜···············42 （6)项目阶段···························45 (6)活动设计·················· ········`46 四、媒体传播·························`··49 （1)市场分析···························50 （2)媒体选择···························51 （3)媒体计划···························53 （4)传播策略·······················`····56 五、项目执行························`···57 （1)活动开展···························58 （2)物资准备·······················`····64 项目评估···························65 （1)宣传作品征集大赛及漫画展···················66 （2)海南省高校爱眼知识巡回讲座···············`···68（3)仿近视眼体验活动····················`···70 （4)大型公益募捐活动·····················`··72 （5)免费修理、清洗眼镜···················`···74 （6)免费治疗高度近视眼及配置近视眼镜·············`··76 七、附录··························`···78 1）附录一：关于近视眼的调查问卷·················78 2）附录二：近视眼调查问卷（针对大学生）的回收结果数据······81 附录三：关于邀请海南省省长参加公益募捐开幕式讲话的信函····83  项目背景  （1)近视眼在中国 据相关数据调查显示,我国学生的近视率已居世界第二位，近视人数高居世界第一。我国中学生近视率达70%以上，小学生近视率达40%以上，全国3亿多中小学生，每年新入学儿童近3000万，其中2.5亿学生不同程度上属于不良视力。在全国学生体质健康调研最新数据也表明大学生更甚超过9成患有近视。这些数据可谓是触目惊心，拯救近视，刻不容缓。 该图为海南医学院近视比例 （2)项目单位及活动单位 金十字计划工作委员会是中华国际医学交流基金发起全国性公益项目，为了推动近视眼防控工作深入开展，专门设立了中华金十字近视眼防控工程组委会，计划在全国范围内，面向青少年开展公益援助推广活动。 当代社会近视已经成为一种普遍现象，因此,我们倡导大家积极走出去，走出亚健康，宣传预防近视。海南医学院在省团委的组织下，积极宣传爱眼活动，作为大学生我们对这项活动有着义不容辞的责任，因此我们应积极宣传和普及预防近视眼相关知识，减少近视眼的增加，呼吁全社会重视走出去,关注近视眼。 （3)执行领域 以“由点到线，由线到面”为总体方针。海南医学