河南省事件營銷研究

市場營銷論文編號(hào):YX059 論文字?jǐn)?shù):9600,頁數(shù):17

目    錄
 
摘    要 I
ABSTRACT II
1  引言 1
2  事件營銷基本理論 1
2.1  事件營銷的涵義 1
2.2  事件營銷的特點(diǎn) 2
2.3  事件營銷的優(yōu)勢(shì) 2
2.4  事件營銷基本過程 3
3 事件營銷在河南的發(fā)展現(xiàn)狀 4
4 河南省事件營銷的經(jīng)驗(yàn)和教訓(xùn) 5
4.1 成功的經(jīng)驗(yàn) 5
4.2  教訓(xùn) 6
4.3  事件營銷在河南的發(fā)展取向 7
5 運(yùn)用合適的策略 10
結(jié)束語 12
致 謝 13
參 考 文 獻(xiàn) 13

摘    要
                                  
 所謂事件營銷，是指企業(yè)通過策劃、組織和利用具有新聞價(jià)值、社會(huì)影響以及名人效應(yīng)的人物或事件，吸引媒體、社會(huì)團(tuán)體和消費(fèi)者的興趣與關(guān)注，以求提高企業(yè)或產(chǎn)品的知名度、美譽(yù)度，樹立良好品牌形象，并最終促成產(chǎn)品或服務(wù)的銷售的手段和方式。由于這種營銷方式具有受眾面廣、突發(fā)性強(qiáng)，在短時(shí)間內(nèi)能使信息達(dá)到最大、最優(yōu)傳播的效果，為企業(yè)節(jié)約大量的宣傳成本等特點(diǎn)，近年來越來越成為國內(nèi)外流行的一種公關(guān)傳播與市場推廣手段，本文將運(yùn)用事件營銷的基本理論，結(jié)合河南省事件營銷的基本情況，分析其存在的問題和提成相關(guān)的經(jīng)驗(yàn)，希望能給我省企業(yè)以相應(yīng)的啟發(fā)。

關(guān)鍵詞    事件營銷 /河南省 /企業(yè)形象

  Event Marketing Study in Henan Province 
                                     
  ABSTRACT
                                     
                                     
 Event Marketing is a means and mode that the enterprise handle plan .organize and use some news value , social influence and the effect of famous people and the people ‘s matter to attract media. social organization ,consummer’s interesting and attention.in order to improve the famousness prongand Brand Favorite  , established the brand style among the marketing,then help to bring about products and serives’ effective.because this marketing method have the benefit of widly effect,strong in burstiness,people can gain the most information and best spread purpose,save some cost for enterprise,this Event marketing is popular with domestic and abroad as a marketing ways,this article will use the basic theory of Event marketing ,combile the Actual Situation to analyse thematter of Henan so that to gain the useful experience,raise my suggestions and hope to help the people and enterprise of Henan.

KEY WORDS   Event marketing  enterprise image  founder effect