事件营销的研究

事件营销的研究
摘 要
21世纪互联网时代的到来，信息变成是过剩的，人们的注意力反而变成稀缺的资源。如何吸引公众的注意力，如何进行长期的品牌形象建设，如何整合企业内外部资源来进行效益最大化，这都成了企业在在运用事件营销时必须考虑并解决的问题。事件营销集新闻效应、广告效应、公关关系、形象传播、客户关系于一体，是一种有效的获取倍增效应的市场营销战略方式。由于事件营销有着能够不可比拟的巨大优势，因此吸引了无数的企业盲目使用事件营销，由此在运作过程中产生了很多的问题。本论文在阐述事件营销的同时找出事件营销所存在的问题，找到解决问题的思路，最后还结合注意力经济、品牌理论与整合营销传播来阐述如何更好地运用事件营销。

关键词：事件营销 模式 整合营销传播

Research on Event Marketing in Integrated Marketing Communication

ABSTRACT
With the age of Internet coming,the message has been improving that it is a superfluous resource instead of rare.Comparatively,there is only a rare resource namely people’s attention.It has been a problem how to attract people’s attention and chain up the effective attention.As for corporations,this problem must be solved in “The age of attention”.Along with the market competition becomes much more drastic,the corportion’s traditional means of Marketing Management can’t meet the demands of the market competition fully.Therefore,there has produced a great deal of new patterns of marketing and methords of marketing.Event Marketing is one of the prevail mode of Marketing Management. The Event Marketing is very popular one kind of pubilc relations sissemination and the market introduction method in domestic and foreign in the recent years,it is a effective gain multiplier effect Market Marketing strategy way to get the collection news effect,the advertisement effect,the pubilc relations relates,the image disseminatin,the customer relations together in a body.In the situation of a surplus information resources in the 21st century,the advantages of Event Marketing gradually emerging out of it with fastest speed in the shortest time to create a powerful influence on the disseminition of information to attract the audience’s attention,quick to seize on the public “eyeball”to improve the effectiveness of information dissemination.At the same time,it can save a lot of the business costs and get the maximize effcetiveness with a minimum cost.However,the Event Marketing gives birth many questions unavoidably in the operation process.This paper want to expound the Event Marketing as well as the problem it has,and find out the approach of solving the problem.Finally,I will try my best to find a new direction for developing Event Marketing by searching the point of fitting in Event Marketing with the Integrated Marketing Communication,in order to give the corportions a new visual angle to use the Event Marketing better than before.

Key Words:Event Marketing Integrated Pattern Marketing Communication 

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】