The Study Of The Mechanism And Countermeasures In Event Marketing Of Chinese Enterprise

In this paper, drawing on the results of marketing and a number of previous studies based on the basis of previous studies,A large number of event marketing with the real case, Mechanism of action of the event marketing and implementation of countermeasures have been studied。The contents of the article is divided into five parts:The first part describes the research background and significance of the article, and this paper studies the ideas and methods.The second part is part of the theoretical basis for this article. First, the concept of event marketing has done a defined and describes the characteristics of event marketing. And then focused on the IMC theory, CRM Theory, attention to economic theory,Transference effect,For the latter laid the foundation for further study.The third part analysis of domestic and foreign businesses can use event marketing to the status quo And pointed out that when the Chinese enterprises to implement event marketing issues.The forth part first analyzed the relevant factors affecting the event marketing, as follows: business factors, consumer factors, media factor and CRM factor. On this basis, construc of the enterprise to implement the role of event marketing mechanism model, and discussed them in detail. This part is also the focus of this paper and difficult problem.On the basis of the previous text the fifth part proposed the implementation of event marketing points when the response with combination of case studies. As follows: to find the brand associated with the event point, to event marketing as a long-term strategic behavior of enterprises, to event marketing as a attention to public participation and interaction, full use of the Company to implement a variety of marketing tools event marketing and combination of public implementation of event marketing.