The Theory Of Events Marketing And The Relevant Experimental Research

In this dissemination time, It needs creativity. The brand needs the creativity, so does the dissemination. In the multitudinous dissemination method, the effect and the creativity unions well, we call it the event marketing. The marketing core is to form the fine reputation and the loyalty of the product and the brand. Therefore, more and more enterprises attempt to take use of the event marketing to promote fame, simultaneously promote maintenance of the product image. This meant the event marketing will march into the recent development phase. In some degree, It will possibly become the main methods of the partial enterprises in the market competition.Enterprises in their long-term development process will encounter a variety of events, including an incident and crisis. On the basis of the establishment of a sound organizational structure, how enterprises actively, timely and effectively to use crisis or incident is an important aspect. Event marketing is an important tool for market competition of enterprises in the changeable market situation, as well as needs of dealing with the challenges of domestic and foreign enterprises. However, because of our event marketing for only a short time, no systematic theories have been concluded for the reference from event marketing. Therefore, the study can enrich our event marketing model, events marketing theory and practice of Chinese enterprises will have an important event marketing experiences.From the research of a large of domestic and international event marketing theory and a lot of English references, and theory with practice, combining Chinese and foreign enterprises event marketing case comments theory to guide enterprises practice. Targeted to one marketing methods of Chinese enterprises event marketing, from there search of the status and inferiors, the best ways and methods of event marketing and a suitable principle for different events met by enterprises will be found out. The factors of marketing events, the general model, the implementation steps of event marketing, the attention of problems and difficulties should be comment systematically.This dissertation consists of seven chapters, and the content of each chapter is as follows: Chapter 1 is introduction. This chapter summary and introduce the background, the research methods, the content, the basic mentality and the significance of this dissertation. Chapter 2 summarizes the theories of the event marketing, explains the production and evolution Process of event marketing, analysis the character of the event marketing. Chapters 3 introduces the utilization of the event marketing in the national and international condition and compares them. This chapter lists the disparity in the strategy the event marketing which compared with the foreign enterprises .Meanwhile, the dissertation analysis the reasons of solution and dispute about the event marketing at present and the problem when enterprises use the event marketing. Chapter 4 is the core of this dissertation. The author has referred the massive materials and studies how to implement the event marketing effectively in Chinese enterprises. It discusses separately from different aspects, such as the determinate marketing goal, carried on the market localization, choice marketing strategy, assurance best cut spot of the event marketing, strengthen brand image, the process control and the effect feedback and so on, And outlines the theory frame and the practice essential factor in the process of carrying on the event marketing in Chinese enterprise. Chapter 5 is the case. This chapter introduces the event marketing case of Mongolian Mengniu Company and summarizes the factors of success, Obtains the enlightenment of operating the event marketing in China. Chapter 6 is the conclusion of this dissertation. This chapter concludes the main points of this dissertation and expounds the limitation of the study and flaw.