浅谈事件营销策略-以百事可乐公司为例_英语论文     

Analysis of Event Marketing——A Case Study of Pepsi

摘要

随着我国经济的飞速发展,我国国内商品市场一片繁荣。事件营销，一种新型传播手段, 自进入国内市场, 已经被多家著名公司成功运用,比如，海尔公司,奥克斯,以及农夫山泉,蒙牛等等。

事件营销是指企业策划或利用具有新闻价值，社会影响的事件，吸引媒体和消费者的兴趣和关注，来提高企业的知名度，树立良好的企业形象，并最终促成产品或服务的手段或方式。其具有阶段性，高度参与性以及风险性等特点，根据不同标准可分为借势营销和造势营销，复合型营销和单一型营销，以及显性营销和隐性营销。百事可乐公司在2016年的事件营销中，立意新颖，对受众目标精准定位并充分利用了声效传播，成为了事件营销案例中的经典。然而对于百事可乐以及其他公司，在未来对事件营销的运用中，还需采取相应措施才可在市场上立足，比如，对营销目标有更深入的了解，保持与品牌的关联性，综合运用各种营销策略并规避风险等等。

关键词：事件营销  百事可乐公司  公众注意力

Abstract

With rapid development of domestic economy, there is a boom in the market. Event marketing, as a means of publication and promotion, has been successfully implemented in such domestic companies as Haier, AUX, Nongfu Spring and so on. 

Event marketing is a marketing strategy that enterprises deliberately organize an event first and then attract relevant beneficiaries by satisfying experimental requirements. According to different standards, it can be divided into event marketing by creating an event and taking advantage of one, unitary and combined event marketing, explicit and implicit event marketing. In 2016, Pepsi displayed the most successful event marketing. The big success lies with precise target location, sound propagation and creativity of the advertisement. However, enterprises should take relevant measures in order to maintain their leading roles in the market, for example, a clear understanding on marketing targets, brand relevance, a combination of marketing strategies and risk control.

Keywords:event marketing  Pepsi   public attention

Contents

Chapter 1 Introduction 3

Chapter 2 Event Marketing Strategies and Influences 4

2.1 Definition of Event Marketing 4

2.2 Characteristics of Event Marketing 4

2.3 Classification of Event Marketing 6

Chapter 3 Theoretical Basis of Event Marketing 8

3.1 Resource of Public Attention 8

3.2 Communication as A Principle Line 9

3.3 Resources Integration as A Tool 10

Chapter 4 Event Marketing of Pepsi in 2016 12

4.1 Creativity of Event marketing 12

4.2 Target Location of Event Marketing 13

4.3 Sound Propagation of Event Marketing 13

Chapter 5 Suggestions on Future Event Marketing 15

5.1 Having A Clear Understanding of Marketing Targets 15

5.1.1 Goals in Event Marketing 15

5.1.2 Grasp of Marketing Positioning 16

5.2 Keeping Brand Relevance in Event Marketing 16

5.3 Combining Marketing Strategies 16

5.4 Strengthening Risk Control in Event Marketing 17

5.4.1 Having An Overall Understanding of Risks 18

5.4.2 Effective Feedback 18

Chapter 6 Conclusion 19

Acknowledgments 20

References 21