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随着“神舟六号”的成功发射,企业的神六营销大战也正 式拉开帷幕。央视的直播节目间,“中国航天专用产品”某某冰 箱、某某空调的广告频繁出现,而各行各业类似于“中国航天 专用庆功酒某某酒”的“航天专用类”广告也在央视多个频道 投放,神舟六号已经逐渐带动衍生经济,更多的公司都来争食 冠名蛋糕。 事件营销的含义 事件营销(event marketing)是指企业通过策划、组织和 利用具有名人效应、新闻价值以及社会影响的人物或事件,吸 引媒体、社会团体和消费者的兴趣与关注,以求提高企业或产 品的知名度、美誉度,树立良好品牌形象,并最终促成产品或 服务的销售目的手段和方式。
With the successful launch of the “Shenzhou VI”, the company’s Shenzhou VI marketing battle was also officially kicked off. CCTV’s live shows, advertisements for “China Aerospace Special Products”, certain refrigerators, and certain air conditioners frequently appear, and advertisements of various industries and industries similar to “China Aerospace Specialized Wine for Wine” are also featured in CCTV. With the launch of multiple channels, Shenzhou 6 has gradually led to a derivative economy, and more companies have been fighting for the title cake. Implications of Event Marketing Event marketing refers to enterprises that, through planning, organizing and using people or events with celebrity effects, news values, and social influence, attract the interest and attention of media, social groups, and consumers in order to increase the number of companies Or the product’s popularity and reputation, establish a good brand image, and ultimately promote the means and methods of product or service sales.