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论文编号：	956
作者编号：	2120071960
上传时间：	2009/5/26 1:35:32
中文题目：	事件营销实施对策研究
英文题目：	Study on the Implemetation Cou
指导老师：	张永强
中文关键字：	事件营销;整合营销传播;风险
英文关键字：	Event Marketing;Integrated Mar
中文摘要：	在现在的市场经济条件下，产品同质化严重，信息爆炸，传统的营销策略效果越来越差。恶性价格战不仅没有引起消费者的消费热情，反而导致企业利润受损甚至行业混乱，各种形式的促销难以掀起顾客购买的热潮，硬性的广告还没有到达消费者就淹没在信息的海洋中，但费用却是不断攀升。于是事件营销因其成本低、营销效果好等优点受到许多企业青睐，成为进入二十一世纪以来一种十分流行的公共传播与市场推广手段。我国也有很多成功的事件营销案例，例如蒙牛借力“超级女声”和“神五上天”进行事件营销取得了企业知名度和美誉度的双丰收。但是事件营销在我国出现的时间还不长，企业在实施过程中往往有很大的盲目性，大多数企业只看到营销费用低或者单纯地认为事件营销就是炒作，而忽略在实施过程中的其他方面，使得营销效果并不理想。一方面是事件营销的有效性，一方面是盲目实施导致效果不理想，因此如何成功实施事件营销就成为了企业界和理论界共同研究的一个重要课题。 本文从理论和实践两个方面来探讨企业如何实施事件营销。首先对事件营销理论基础进行回顾；接下来从两个不同角度对事件营销的流程进行理论分析：从传播学角度分析事件营销的营销信息传播流程，从市场营销学角度分析事件营销的具体实施流程，并通过分析得出企业实施事件营销与实施一般营销策略的不同点。然后阐述事件营销实施的目标，得出对实施效果有重要影响的重点环节；最后在上述理论分析的基础上，具体、详细地阐述了事件营销重点的实施对策，如事件定位选择对策、媒体合作与控制对策、受众互动对策以及供应链支持对策。 论文共分为五章：第一章是引言，主要阐述了论文的研究背景、研究目的、研究思路和研究内容。第二章回顾了事件营销、注意力营销、传媒议程设置功能、整合营销传播等理论，并以此作为本文研究的理论依据。第三章对事件营销的营销信息传播流程和具体实施流程进行了分析，找出了事件营销实施的特点。第四章主要对事件营销实施的目标以及影响实施效果的重点进行研究。第五章是本文的重点章节，是在前面理论分析的基础上，结合案例分析，研究事件营销重点的具体实施对策。第六章是本文的结论，对论文的主要观点进行归纳和总结。 本论文的创新点在于，从理论与实际相结合的角度，从两个不同的视角，即信息传播角度和传统市场营销学角度对事件营销实施的流程进行更加系统、更加深入地分析，并在此基础上得出影响事件营销实施效果的重点环节。通过在对以往大量企业事件营销成败案例分析中总结出具体、详细的事件营销重点实施对策，希望本文的研究成果对处于摸索阶段的我国企业事件营销理论和实践有所裨益。
英文摘要：	In the present conditions of market economy, product homogenization is serious, information has exploded, the effect of the traditional marketing strategies is getting worse. Vicious price war can’t produce consumers’ passion of purchase, but lead to a loss of profit and the industry confusion, the variety of promotions is difficult to bring a short-term boom. Rigid ads have submerged in the ocean of information before reaching the audiences, but the cost is surging. Event marketing, because of its low cost and effective dissemination is favored by many companies as a very popular public relations tool of communication and marketing after twenty-first century. In our country, there are many cases of successful event marketing, such as Mengniu leveraging “Super Girls” and “Shenzhou V Completing Space Flight” for the event marketing, finally obtained the dual-harvest of the business visibility and reputation. But there is not a long time that the event marketing came out in our country, enterprises have a lot of blindness in the implementation process, the majority of companies only think of low-cost or the effect, but ignore the other aspects of the process, which make the result unsatisfactory. One hand is the effetiveness of the event markting, the other hand is the bad result because of blindness in action, how to make the implementation of event marketing successful has become a focus content, both in the theory and business circle. In this paper, we explore how to implement the event marketing, using two aspects, those are the theory and practice. First of all, the paper reviews the theoretical basis that event marketing based on; then from two different perspectives, it analyzes the implementation process of event marketing: one analysis is the corporate marketing information dissemination process from the perspective of information communication, the other is the implementation process of the event marketing from the marketing point of view. Through the analysis, we get the characteristics of implementing even marketing, which are different from the general corporate marketing. Then it sums up the objectives of the implementation, and find the implementation nodes which have an important impact on the effect; at last, based on the above theoretical analysis, the paper expounded the strategies for the implementation nodes of event marketing specificly, such as event selection strategy, media cooperation and control strategy, audience interaction strategy, as well as supply chain integration strategy. The paper can be divided into five chapters: Chapter I is the introduction, including the research background, research purposes, research ideas and content of the paper. Chapter II reviewed the attention marketing, the media agenda-setting function, integrated marketing communication, which are the theoretical basis for this paper. Chapter III analyzed the process of the marketing information dissemination and the specific implementation process of event marketing, and identified the characteristics of implementing event marketing. Chapter IV researched the objectives of the event marketing ,as well as the corresponding nodes. Chapter V is the focus section of this paper, on the basis of above theoretical analysis, accorting to studying the practicai cases,it expounded the concrete marketing strategies of implementation nodes. Chapter VI is the conclusion of this paper, mainly summarized the main points. In this paper, the innovation lays in the analysis from a combination of theoretical and practical point of view, and studied the process, characteristics, objectives and the key nodes of the implementing event marketing from two perspectives,one is corporate marketing information dissemination, the other is event marketing implementation. the paper also studied both the success and failure of corporate events in detail to summed up the implementation strategy for the nodes. I hope the research results of this paper will benefit the event marketing theory and enterprises’ practices, which are still at the exploratory stage in China.
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