摘要:事件营销是近年来国内外广泛流传的一种市场营销方式，是企业借用“热点”事件进行营销传播常用的整合传播活动之一。因为事件本身具有新闻的某些特征，所以常被企业精心策划利用，借势搭车，以低成本的付出来获取企业或品牌知名度、美誉度的大幅提升。文章从多个方面主要主要分析了企业品牌建设的方法，事件营销在企业品牌建设中的应用现状、存在的主要问题，成功与失败的经典案例及原因，有效推动品牌建设的事件营销的方法与技巧。其中，重点讨论了事件营销在品牌传播中的作用、产生的背景，以及企业在建树品牌时运用事件营销的应用环境、事件选择、操作策略等，列举了几个成功实施事件营销策略的案例，加以分析总结并提出了笔者对事件营销操作运用的观点建议。
关键词：市场营销 企业品牌 事件营销
Abstract:Event marketing is widely popular at home and abroad in recent years as a marketing approach is the company to use "hot spots" events common integrated media marketing communications activities. Because the event itself has certain characteristics of news, so often carefully planned use of business, an occasion to ride, to pay the cost to obtain business or brand awareness, reputation of bounds. This paper analyzes the event marketing the role of planning in advertising, background, and business planning in the ad to use their application environment event marketing, event selection, operation strategy, etc., listed several successful implementation of the event marketing strategy case, to show inspiration. And the author proposed the use of event marketing point of view the proposed operation.
Keywords：marketing management；Enterprise brand；Event marketing
