河南省事件营销研究

文档编号:YX059 文档字数:9600,页数:17

摘    要
                                  
 所谓事件营销，是指企业通过策划、组织和利用具有新闻价值、社会影响以及名人效应的人物或事件，吸引媒体、社会团体和消费者的兴趣与关注，以求提高企业或产品的知名度、美誉度，树立良好品牌形象，并最终促成产品或服务的销售的手段和方式。由于这种营销方式具有受众面广、突发性强，在短时间内能使信息达到最大、最优传播的效果，为企业节约大量的宣传成本等特点，近年来越来越成为国内外流行的一种公关传播与市场推广手段，本文将运用事件营销的基本理论，结合河南省事件营销的基本情况，分析其存在的问题和提成相关的经验，希望能给我省企业以相应的启发。

关键词    事件营销 /河南省 /企业形象

  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
 
目    录
 
摘    要 I
ABSTRACT II
1  引言 1
2  事件营销基本理论 1
2.1  事件营销的涵义 1
2.2  事件营销的特点 2
2.3  事件营销的优势 2
2.4  事件营销基本过程 3
3 事件营销在河南的发展现状 4
4 河南省事件营销的经验和教训 5
4.1 成功的经验 5
4.2  教训 6
4.3  事件营销在河南的发展取向 7
5 运用合适的策略 10
结束语 12
致 谢 13
参 考 文 献 13

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