事件营销研究

范文编号:YX063 范文字数:8836,页数:16

摘    要
                                   
 事件营销作为一个较新的营销领域，在营销过程中不断体现其价值，因此越来越收到国内外企业的关注。特别是在现在这个信息过剩、产品过剩的时代，通过事件来传递信息的事件营销已经成为企业与消费者沟通、提高企业知名度、建立并巩固品牌、占据市场、最终提高营销量的一个很好的营销手段。本文正是针对这个营销界的热点展开讨论，首先叙述事件营销的定义、它的产生和发展、它的作用和意义，然后叙述事件营销在中国的主要模式，在叙述过程中讨论事件营销模式的特点、操作流程、优缺点等，同时结合实例分析解释，最后通过事件营销的发展现状和存在的问题和不足，为企业今后在事件营销的运用上提供一点帮助。                                      
关键词   事件营销/ 模式 /营销策略

 
 Event Marketing Research
                                      
ABSTRACT
                                     
                                     
 Event marketing as a relatively new field of marketing in the marketing process continuously reflect its value and thus, more domestic and foreign enterprises receiving attention. Especially in the current surplus of this information, product overload, transmission of information through the events of event marketing has become a business and consumer communications, improve enterprise visibility, build and consolidate the brand and occupy the market and ultimately increase the amount of a good marketing marketi.ng This is the response to this market sector, to discuss hot spots, first described in the definition of event marketing, its emergence and development, its role and significance, and then describes the event marketing in China, the main model, discussed in the course description of the event marketing model features, operational procedures, advantages and disadvantages and so on, combined with examples of analysis and interpretation, the final adoption of the development of event marketing status quo and existing problems and shortcomings, for business use of event marketing in the future to provide a little help.
 
KEY WORDS  Event Marketing / mode / Marketing Strategy
 
 
 
 
目 录                                               
1引言 2
2 事件营销的概述 2
2.1事件营销的定义 2
2.2事件营销的特点 3
3事件营销的传播动因 3
3.1事件营销的传播动因 3
3.2事件营销的传播原理解读 4
4事件营销在企业中的应用 5
4.1事件营销在企业开拓市场中的作用 5
4.1.3可节约企业营销成本 6
4.2事件营销在企业开拓市场中的劣势 7
5企业应用事件营销的对策 8
5.1提高企业对社会事件的敏感度，善于借势和造势 8
5.2主动开展危机公关 9
5.3合理选择事件营销的目标受众 10
5.4重视事件营销的渲染和跟进 10
结束语 12
致    谢 13
参考文献 14

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