关于事件营销及其应用策略的探讨——以红牛公司为例 LOGO - [唐翊峰的百度文库] [关于事件营销及其
[—以红牛公司为例]
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关于事件营销及其应用策略的探讨——以红牛公司为例
关于事件营销及其应用策略的探讨
——以红牛公司为例
摘 要
事件营销是当前风靡全球的市场推广和公关传播手段，与广告传播等其它方式相比，事件营销四两拨千斤，往往能够取得事半功倍的传播效果，如：富亚老总一喝成名，将其健康环保的信誉推向市场；蒙牛搭乘“神舟五号”一飞冲天，将其可靠的产品质量和振兴国人航天梦想的坚定信念推向社会等。
在这个信息快速传播的时代，随着这些经典营销事件的出世，事件营销的手段受到越来越多企业的重视，应用领域也更为广泛。虽说其性价比优越，但由于企业对其控制能力不同，效果固然大相径庭。显然企业对于事件营销的运用并非看上去那么简单，其应用策略值得探讨。
本文以红牛公司为例，从红牛公司的“事件营销”案例出发，运用所学的营销理论，对其营销环境进行分析，并对红牛公司在“事件营销”运作中遇到的问题和解决措施进行研究，同时对其应用策略予以探讨。
关键词事件营销/应用策略/探讨
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关于事件营销及其应用策略的探讨——以红牛公司为例
DISCUSSION ABOUT EVENT MARKETING AND
APPLICATION STRATEGY
--RED BULL COMPANY, FOR EXAMPLE
ABSTRACT
Event marketing is a very popular dissemination of public relations and marketing method around the world in these years.Comparing with advertisement and other propagation,event marketing tends to get a multiplier effect.For instance,the boss of FUYA push their green paint to the market by drinking FUYA paint;MengNiu Milk spread its reliable product quality and the belief of promoting Chinese spaceflight dream to China by putting MengNiu Milk in Shenzhou V to space etc.
In this information age,event marketing is concerned by numerous firms and has a wider variety of applications because of these classical event marketing.Though event marketing has superior cost-effective,the result will be diverse according to the companies’ different marketing control.It’s obvious that it is not simple for companies to utilize event marketing,thus,the strategy is worth for us to discuss.
This paper utilizes Red Bull’s event marketing case to analyze its marketing environment.Meanwhile,I will evaluate the trouble and solution during the operation of event marketing and discuss Red Bull’s application strategy by marketing theory.
KEYWORDS Event marketing,Application strategy,Discuss
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关于事件营销及其应用策略的探讨——以红牛公司为例
目 录
中文摘要 ............................................................................................................................................... I ABSTRACT .............................................................................................................................................. 1 1 研究背景及目的意义 .............................................................................................................. 1 1.1 研究背景 ................................................................................................................................. 1 1.2 研究目的与意义 ................................................................................................................. 1 1.3 研究思路与方法 ................................................................................................................. 2 2 事件营销理论综述 .................................................................................................................... 2 2.1 事件营销的基本内涵 ...................................................................................................... 2 2.2 事件营销的基础理论 ...................................................................................................... 3
2.2.1 企业营销策划理论 ...................................................................................................... 3 2.2.2 营销4P组合理论 ........................................................................................................ 3 2.2.3 品牌管理理论 ............................................................................................................... 4
3 以红牛公司的事件营销为例 .............................................................................................. 4 3.1 红牛公司及其案例介绍 ................................................................................................. 4 3.2 红牛公司事件营销的SWOT 分析 ............................................................................. 5 4 事件营销在红牛公司所遇到的问题 .............................................................................. 6 4.1 营销方式的问题 ................................................................................................................. 6 4.2 营销环境的问题 ................................................................................................................. 6 4.3 营销策划的问题 ................................................................................................................. 7 4.4 公共关系的问题 ................................................................................................................. 7 4.5 风险控制的问题 ................................................................................................................. 7
关于事件营销及其应用策略的探讨——以红牛公司为例
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