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三江源头 这家自主车企如何传递品牌“温度”

发布于 2018年7月6日

不难理解的是，在日益成熟的中国市场，对于任何一家企业而言，若想扩得更大的销售份额，除去在产品、技术上的精耕细作，品牌与口碑的打开，也是企业扩展市场增量的必要之举。

也因如此，诸多车企正在传播领域纷纷加码。但与其他营销不同的是，公益领域的传播深耕，在输出内容的同时，可缓缓将企业理念植入其中，进而提高品牌价值定位；更重要的是，作为社会的经营主体，其对于社会责任的反馈，这也将在消费群体中达成口碑，进而在市场中有所反应。

得益于此，诸多合资、外资品牌在CSR领域深耕良久，这也是其“本土化”的必要之举。然而，在自主企业纷纷冲击高端的当下，如何在受众中提高品牌价值，也将成为品牌向上必须面对的一项挑战。

值得注意的是，在汽车行业CSR领域，广汽传祺早已是自主品牌中的先行者，一直承担着探路人与深耕者的角色，而近日举行的“护源有我”也是其对公益环保细分领域的落地之一。

7月3日，青海西宁市新宁广场，20枚GS8的车钥匙，从广汽集团执委会副主任、广汽乘用车总经理郁俊手中，移交至三江源国家公园管理局。

值得注意的是，“护源有我”湿地使者行动于去年发起，而在更早的2016年，同样旨在关怀湿地生态，除广汽传祺外，三江源国家公园管理局、世界自然基金会（WWF），三方正式启动了“诞生在三江源-国家公园创行”项目，这也成功开创了社会力量参与国家公园建设的先河。

目前，该项目希望从车辆、服装、GPS、望远镜等巡护装备着手优化，以此改善园区工作人员的交通工具和执行条件，由此增强高原巡护管理能力。目前，广汽传祺已向该局捐赠25辆巡护车辆，这为三江源生态保护工作提供了强有力的支持。

2018年，“护源有我”行动将目标进一步深化及扩大，结合可可西里申遗之际，志愿者行动范围从黄河源园区扩展至长江源园区；此外，也将策划水资源保护主题仪式活动，并将参与范围扩大至更多公众力量。

而至具体细节上，2018年该行动触角将更为丰富。

例如，传祺将举办多期公益主题研讨会，并将围绕高原生物多样性保护议题展开讨论，作为参与者，传祺也将学习并分享绿色发展、生态保护的经验；此外，还将组织社会各界前往青海可可西里国家级自然保护区管理局调研，并对格尔木市长江源村、在索南达杰保护站、沱沱河上游班德湖等地，探访动物救治、物种多样性、以及湖泊地址等保护观察工作。

无疑，传祺在践行社会责任的同时，对各界力量与资源的引入，这将对三江源生态的保护进到积极的号召作用。

多方持续布局 彰显责任“温度”

实际上，广汽传祺从文化、教育乃至环境方面积极反哺中国消费者和普通民众。也因如此，在汽车行业CSR领域，广汽传祺一直承担着探路人与深耕者的角色。

除护源项目外，其在环保公益领域，也已作出多方深耕，例如，“东江生态林”植树造林项目，由传祺与广东省环境保护基金会等单位合作开展，目前来看，该项目有效保护了东江流域的水土环境。

此外，在文体教育方面，传祺携手深圳市社会福利基金会、青海省教育发展基金会推出“羚羊车”项目，持续助力青海边远山区小学的流动教学，不仅解决了当地教育资源匮乏的燃眉之急，还为山区学龄儿童送去知识和梦想；在2012及2016连续两届奥运会期间向粤籍奥运冠军赠送传祺汽车，激励奥运健儿再创辉煌，以实际行动支持我国体育事业的发展。

而为倡导文明出行，广汽传祺还携手广州交警，开展交通安全宣传活动，提高公众的交通安全意识，以此优化安全和谐的交通环境。

而在地址灾害的紧急救助上，广汽传祺一直持以关注，并对受困地区积极作以救援并反应迅。例如去年夏季，湖南地区受洪涝灾害影响，传祺快速组织地区经销商，积极展开社会受灾车辆救援，并向湖南省慈善总会捐赠1000万元现金，专项用于援助湖南灾区防汛救灾及灾后重建等工作。

无疑，正是在低碳环保、文体教育、安全出行、救援慈善等领域开展的全方位触角，在新时代背景下，广汽传祺在如何更广范围地模范履行社会责任，如何切实有力地为当下生态环境进行改善在业内做出了表率作用。回馈社会并保护生态，这彰显出传祺的公益“温度”。

诚然，一个企业的成功不仅是商业层面的成功，更是其社会价值的体现。而对社会责任的付出和践行，也将在无形中“反哺”起传祺自身的发展。

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