Research Of Principles And Strategies In Enterprises' Event Marketing Communication

In event marketing communication of enterprises, on the basis of truth and goodness of public benefit, according to own brand program and development plan, enterprises use or produce some events which make for sale and brand image to spread commercial or noncommercial information, in order to arouse attention of mass media and public and finally realize own certain target. Owing to the outstanding marketing communication effects, event marketing communication has become a very popular method of public relation communication and market popularization since earlier 21st century.In chapter one definition and reasons of event marketing communication are talked about, which make clear that event marketing communication is a special information communication which has events as carrier. In chapter two principles of event marketing communication are involved. The conclusions could be drawn out as follows: the cause of event marketing communication consists in setting up agenda by mass media; the initiatory target of enterprises is arousing public attention; scientific integration of marketing communication resources is the foundation of event marketing communication; satisfying the consumption needs of experience has become a special mission of event marketing communication. Strategies of event marketing communication are emphasized in chapter three. The Strategies about channel, method, opportunity and effects of marketing communication, and choice of events are all explained through actual cases. At the end of this chapter all the elements in the process of event marketing communication are clarified by means of a diagram. In the last chapter the main risks of event marketing communication are summed up, which come from phantasmagoric development of events or fault of marketing communication. The basic measures and standards of estimating and controlling risks are subsequently discussed.