【作者】 丁巍；

【导师】 于起翔； 岳晓华；

【作者基本信息】 广西大学 ， 传播学， 2007， 硕士

【摘要】 事件营销传播作为一种联系企业和消费者的沟通方式，应用日益广泛，一些企业利用事件传播企业和品牌信息，取得了显著的效果。本文以传播学、广告学、营销学、公共关系学等相关学科知识为理论背景，运用理论探讨和案例分析相结合、归纳和演绎相结合的研究方法以及文献分析和比较分析的研究方法展开事件营销传播的研究。从营销过程来看，营销本身代表了一个流通和交换的传播框架，随着营销范畴的扩张，营销中的每一个步骤都包含着传播因素，现代营销的发展之处就在于从过去传统的向消费者进行单向诉求到现在谋求与消费者进行双向沟通的转变，通过双方之间的信息交换和共享活动，企业与消费者完成了价值的交换。因此，营销过程本身就是传播过程，在这个层次上，可以讲，营销即传播，传播即营销。以此为逻辑起点，事件营销传播可以定义为“企业通过吸引目标受众关注和参与的事件，来传达企业品牌或产品信息的活动。”事件营销传播具有七大特点：整合性、领先性、依附性、参与性、阶段性、全局性和时效性。利用事件营销传播能够在短时间内迅速提高企业和品牌的知名度，这就使得很多企业囿于短期炒作，忽视了对于事件能否为自身品牌建设作出有效贡献的评估，缺乏将事件营销传播纳入企业整体品牌营销传播当中的规划。成功的事件营销传播，不在于强调一时的爆炸传播效果和产品销售量的增加，更多的是在塑造品牌和维护品牌。在品牌资产建设和维护的过程中，通过将特定事件与目标品牌的联合能够大大提高和激活目标品牌，成为激活品牌资产要素的驱动力量。特定事件经过品质评估，与目标品牌的品牌认同要素具有一定程度的内在关联，将有潜力成为品牌化的活力点。而整合框架则是事件营销传播发挥功能的必备条件。企业在选择运用事件营销传播的决策前，应该树立这样一种理念：围绕核心事件，构建以品牌价值为导向的整合营销传播框架。更多还原

【Abstract】 Event Marketing Communication has been widely used as a linkage between enterprises and consumers. Numerous companies popularize their brands by making use of some certain events, and the effects are obvious. This article is based on a research about Event Marketing Communication, which referred to the subjects of Communication, Advertising, Marketing and Public Relations. After analyzing literature and cases, it is deduced some conclusions by method of comparative analysis.Marketing stands for a frame itself for exchanging and circulating in marketing proceeding. As an increase of the marketing fields, every step of it will be involved in the factor of communication. In addition, modern marketing is more developed because it changed traditional resort only to the consumers to a communication between enterprises and consumers. And enterprises and consumers exchange their value in this process. Therefore, the process of marketing is communication as well. In other words, we can equate marketing with communication. In this point, we can give a definition to "Event Marketing Communication" . That is, activities of enterprises to attractive target audiences, then to popularize their brands.There are seven features of Event Marketing Communication, as follows, integrated, advanced, anaclisis, participative, staged, global and timely. Enterprises can enhance and popularize their brands rapidly in a short time. As a result, some enterprises ignore evaluations of these events, which are contributed to widespread these brands or not. A great event marketing communication is not only to increase effects of communication and sales of products, but to form and preserve brands in the long run. In the progress of forming and preserving brands, it is an effective way that associated certain events with target brands for improving images of brands and activating target brands. Some certain events could be potential point of activation after been evaluated. In addition, integrated frame is an essential condition for events could be fully functioning. In conclusion, it is necessary for enterprises to establish an idea that to construct an integrated marketing communication centered on events and oriented values of brands.更多还原