Withthedeepeningofeconomicglobalization,therapiddevelopmentoftheInternet,increasinglycompetitivemarket,survivalanddevelopmentofenterprisesfacingseverechallenges.Eventmarketingasaninevitableproductoftheinformationexplosionera,fromthebeginningof20thcenturythemajorityofdevelopment,atpresentinChinahavebeenatthestageofrapiddevelopment,becauseitembodiestheessenceofthewiderangeoftraditionalmarketingmeans,whilealsoreducingthecostofpublicity,hasbegunattractedtheattentionofenterprises,especiallysmallandmediumenterprisesinChina.Agrowingnumberofenterprisesusingthepowerofeventmarketingtoexpandawareness,atthesametimetoenhanceandmaintainbrandimage.However,duetothelackofasolidtheoreticalfoundationandin-depthstudyontheactualcombatoperations,intheimplementationprocess,oftenisnotsatisfactory.Therefore,thereisaneedoftheessentialfeaturesofeventmarketing,implementationprocess,formorein-depthanalysisofthepolicyisapplied.
随着经济全球化不断深入,互联网的飞速发展,市场竞争日益激烈,企业的生存发展面临严峻的挑战.事件营销作为信息爆炸时代的必然产物,从20世纪开始得到广大的发展,目前在我国已经处于高速发展的阶段,由于其凝聚了多种传统营销手段的精华,同时又降低了宣传成本,已经开始引起我国企业尤其是中小企业的关注.越来越多的企业试图借助事件营销的力量扩充知名度,同时用以提升和维护品牌形象.但是,由于缺乏稳固的理论基础和深入的实战操作研究,在实施过程中,往往不尽如人意.因此,有必要对事件营销的本质特征、实施过程、应用策略进行更深入的剖析.
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本研究首先在借鉴其他学者的理论基础上,对事件营销的概念、特点和类型上做出了全新的界定和归纳总结,并由此对事件营销的理论基础进行了归纳和补充：注意力资源是基础、营销传播是主线、整合营销是工具；然后通过阐述国内企业事件营销的现状,分析了企业应用事件营销过程中存在的问题和原因；通过对企业应用事件营销案例的比较分析,对企业实施事件营销所产生的问题提出了详细的解决方法,包括明确营销目标、确定定位、选择事件策略、构建事件营销体系、实施风险控制、加强效果反馈,对其中的重点与要点进行了总结与解释.在研究过程中,多通过列举案例的方式总结事件营销的特点和研究观点,所形成的事件营销实施研究成果,对今后事件营销研究提供帮助,也为国内企业应用事件营销时能提供必要的指导.