活动营销,即通过精心策划的具有鲜明主题、能够引起轰动效应的、具有强烈新闻价值的单一的或是系列性组合的营销活动,达到品牌传播和促进销售的目的。它不仅是集广告、促销、公关、推广等一体的营销手段,也是建立在品牌营销、关系营销、情境营销的基础之上的全新营销模式。活动 Campaign Marketing, which is a single or a series of marketing campaigns with well-defined themes that can have a sensational effect and have strong newsworthiness, aims to achieve brand communication and promote sales. It is not only a collection of advertising, marketing, public relations, promotion and other integrated marketing tools, but also based on brand marketing, relationship marketing, situational marketing based on a new marketing model. activity