Corporate Event Marketing Research

Marketing events from the 1980s to be the beginning of the general development of Chinese enterprises in the marketing activities of the Chiang Kai-shek at a stage of rapid development, which is facing the world economy in the form of fast-changing news events one after another, the event has great marketing potential and strong vitality. Marketing aims to form the core of the product, brand loyalty and aesthetic education. More and more companies are trying to use the power of marketing events to enhance awareness of the product ,as well as the continuous image enhancement.However, during the process of events marketing operations, many companies are carrying out blind event marketing which results in unsuccessful implementation and negative effect. Therefore, deeply analysis is essential for the basic character of the event marketing, implementation, application strategyThis paper expounds the present situation of enterprise marketing ,analyses the problems and reasons in the applications process of marketing events, and makes a brand-new definition of marketing event based on other scholars' theories; then makes induction and supplement to the foundation of marketing event theory by deeply research on the character of the marketing event, constructs the three principle models of marketing event by case studying: the principle point of leverage model, associated with the brand and model of the principle point of contact system model theory; enterprise applications through marketing event of a comparative analysis of the case, the enterprises generated by the event marketing issues to address in detail , Including a clear marketing objectives, determine the position of events to choose strategies to build event marketing system, the implementation of risk control, strengthening the effect of feedback on the key points and summarized and explained. In the course of the study, more cases of the way through the list of events summed up the characteristics of marketing and research point of view, formed by the implementation of the event marketing research, marketing research on the events in the future to provide assistance for domestic enterprise applications marketing events can provide the necessary guidance .