本文關(guān)鍵詞： 事件營(yíng)銷 品牌建設(shè) 整合營(yíng)銷 效果評(píng)估　出處：《浙江理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開(kāi)放以來(lái)，中國(guó)經(jīng)濟(jì)取得了舉世矚目的成就，愈來(lái)愈多的企業(yè)應(yīng)運(yùn)而生,伴隨著社會(huì)經(jīng)濟(jì)的極大繁榮，市場(chǎng)競(jìng)爭(zhēng)也更趨激烈。于此同時(shí)，隨著人們生活水平的不斷提高，生活方式的逐步改變，消費(fèi)需求開(kāi)始呈現(xiàn)出個(gè)性化和多元化。面對(duì)這種情況，傳統(tǒng)的營(yíng)銷模式已經(jīng)不能滿足消費(fèi)者的需求,企業(yè)急需一種全新的營(yíng)銷模式來(lái)吸引消費(fèi)者的眼球,以提高品牌知名度,并形成對(duì)品牌形象的認(rèn)同。 事件營(yíng)銷于上個(gè)世紀(jì)末傳入中國(guó)，經(jīng)多個(gè)企業(yè)成功演繹，引起越來(lái)越多企業(yè)的重視，紛紛加以運(yùn)用。海爾張瑞敏的“砸機(jī)”事件將產(chǎn)品過(guò)硬的質(zhì)量和良好的服務(wù)推向社會(huì)；王老吉通過(guò)在汶川大地震中捐款一個(gè)億極大的提升了品牌價(jià)值，同時(shí)提高了銷量；農(nóng)夫山泉的“一分錢”行動(dòng)與消費(fèi)者建立情感聯(lián)系，并建立了良好的品牌形象。事件營(yíng)銷借助事件的新聞熱點(diǎn)特性能迅速吸引公眾的注意,并形成一定范圍內(nèi)的口碑宣傳；同時(shí)事件活動(dòng)形式能給公眾更直觀的感受，更能凸顯品牌理念和企業(yè)文化，讓公眾體會(huì)到品牌或企業(yè)所塑造的精神面貌和力量。 本文的出發(fā)點(diǎn)在于將事件營(yíng)銷引入服裝企業(yè)，研究現(xiàn)階段的社會(huì)市場(chǎng)環(huán)境下，服裝企業(yè)應(yīng)該如何運(yùn)用事件營(yíng)銷來(lái)提升品牌知名度和美譽(yù)度，，并以此為服裝企業(yè)的品牌建設(shè)和營(yíng)銷提供建議。首先，通過(guò)參閱大量的文獻(xiàn)資料，筆者對(duì)事件營(yíng)銷的概念和內(nèi)涵進(jìn)行梳理，確定了事件、借勢(shì)、造勢(shì)、資源整合、利益相關(guān)者、注意、體驗(yàn)等關(guān)鍵詞，并簡(jiǎn)要介紹了事件營(yíng)銷在我國(guó)發(fā)展經(jīng)歷的幾個(gè)階段及其特點(diǎn)；其次，通過(guò)對(duì)事件營(yíng)銷，特別是服裝品牌事件營(yíng)銷的成功或失敗的案例分析總結(jié)出事件營(yíng)銷成功的關(guān)鍵因素和現(xiàn)有服裝企業(yè)事件營(yíng)銷存在的問(wèn)題；再次，結(jié)合整合營(yíng)銷理論和品牌建設(shè)理論的相關(guān)知識(shí)，將事件營(yíng)銷納入品牌整體營(yíng)銷規(guī)劃，總結(jié)出六大實(shí)施步驟，并以美特斯·邦威品牌個(gè)案為例，介紹了美邦如何成功運(yùn)用《變形金剛Ⅱ》來(lái)營(yíng)銷和推廣品牌；最后構(gòu)建了事件營(yíng)銷效果評(píng)估模型，利用問(wèn)卷調(diào)查和數(shù)據(jù)分析，從消費(fèi)者角度評(píng)價(jià)美邦的事件營(yíng)銷效果，進(jìn)一步驗(yàn)證美邦事件營(yíng)銷的成功。 本文的研究無(wú)論對(duì)消費(fèi)者本身還是服裝企業(yè)都有一定的現(xiàn)實(shí)意義，特別是為服裝企業(yè)策劃和實(shí)施事件營(yíng)銷活動(dòng)提供意見(jiàn)參考。
[Abstract]:Since the reform and opening up, China's economy has made remarkable achievements, more and more enterprises came into being, along with the great prosperity of social economy, the market competition is becoming more fierce. At the same time. With the continuous improvement of people's living standards and the gradual change of the way of life, consumer demand has begun to show individuation and diversification. Facing this situation, the traditional marketing model can not meet the needs of consumers. A brand-new marketing model is urgently needed to attract the attention of consumers in order to improve the brand awareness and form the identity of the brand image. Event marketing was introduced into China at the end of last century, which has attracted more and more enterprises' attention. Haier Zhang Ruimin's "smashing machine" incident pushed the excellent quality of products and good service to the society. Wang Laoji through the Wenchuan earthquake donated 100 million to greatly enhance the brand value, at the same time increased sales; Farmer Spring's "one cent" campaign establishes emotional ties with consumers and creates a good brand image. Event marketing can quickly attract public attention with the help of events' hot news features. And form a certain range of word-of-mouth propaganda; At the same time, the event activity form can give the public a more intuitive feeling, more prominent brand concept and corporate culture, so that the public can understand the spiritual outlook and strength created by the brand or enterprise. The starting point of this paper is to introduce event marketing into garment enterprises, and to study how to use event marketing to enhance brand awareness and reputation in the current social market environment. And to provide suggestions for the brand building and marketing of clothing enterprises. Firstly, through consulting a lot of literature, the author combs the concept and connotation of event marketing, determines the event, seize the opportunity, and build momentum. Resource integration, stakeholders, attention, experience and other keywords, and a brief introduction of the event marketing in China's development of several stages and characteristics; Secondly, through the case analysis of event marketing, especially the success or failure of clothing brand event marketing, the key factors of event marketing success and the existing problems of event marketing in garment enterprises are summarized. Thirdly, combined with the relevant knowledge of integrated marketing theory and brand building theory, the event marketing into the overall brand marketing planning, summed up six implementation steps, and the case of Meters Bonway brand as an example. This paper introduces the successful use of Transformers II to market and promote the brand. Finally, the evaluation model of event marketing effect is constructed, and the effect of event marketing is evaluated from the perspective of consumers by questionnaire survey and data analysis to further verify the success of event marketing. The research in this paper is of practical significance to both consumers and garment enterprises, especially for the planning and implementation of event marketing activities.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.86

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本文編號(hào)：1486771