Preliminary Study On Activities Resource Marketing

Modern market competition is becoming increasingly cruel, and the competition means are escalating, and the traditional methods of marketing are losing its efficiency. Modern society people's attention has become a kind of "economic", and more and more scarce, which calls for the companies to continue to adapt to the rhythm of social development and to continue innovation and upgrade marketing means.Writing purpose of this paper is to study the means of marketing innovation, is to explore more effective brand promotion mode, and use external resources more effective, enhance their market competitiveness. While the traditional marketing means failure, how to effectively raise brand awareness and reputation, enhance their market competitiveness, has become the focus of the theoretical circle on the issue.Through practice summary of the activities he propose activities resources marketing theory. He believe that activities resources marketing meets to the needs of enterprise development, as favored by many enterprises as enterprises improve their market competitiveness, and the brand reputation effectively. Mengniu, Tsingtao and large business enterprises and so on , have marriage with television, newspapers and other media, and co-organized a number of activities, such as the Hunan Satellite TV's "Super Girl" sponsored by Mengniu, CCTV's "dream China, "" Fashion dumping "," I am a champion " sponsored by Tsingtao Beer and other programs. There has been a huge success, while product sales have been substantial growth, competitiveness greatly enhance, and brand recognition, and reputation have been rapidly improved. In this paper, he uses some methods, such as case analysis, induction and deduction of the research methodology and analysis methods. With the current competitive market background, he comprehensively analyze of the current market environment, sum up the current business practice experience, innovatively bring up activities marketing resources and use activities as a kind of resource , and develop marketing from the angle of activities resources. He make a preliminary study on the meaning , features, structure, classification of activities resources marketing and activities resources marketing tactic, as well as how to implement the strategy of activities resources marketing. This paper will be initially built up the theoretical system of activities resources marketing, a relatively specific strategy and implementation steps, which supply an important theoretical guiding significance on the current enterprises activities , guiding significance in enhancing competitiveness and improving brand reputation.