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近年来,事件营销成为越来越受到企业家们关注的一种创新营销的方法。本文运用文献资料法、数据分析法、逻辑分析法等研究方法,从事件营销的涵义及特征入手,对企业事件营销实施的原理进行探究,构建了企业事件营销的模型。通过分析我国企业事件营销的现状及存在的问题,提出了解决方案,最后给欲借助奥运事件营销的企业一些积极建议。
In recent years, event marketing has become an innovative approach to marketing that is attracting more and more attention from entrepreneurs. This paper starts with the meaning and characteristics of event marketing by using the methods of documentation, data analysis and logical analysis, and explores the implementation of enterprise event marketing and constructs the model of event marketing. By analyzing the current situation and existing problems of the enterprise event marketing in our country, we put forward the solutions and finally give some positive suggestions to the enterprises that want to use the Olympic event marketing.