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中小企业事件营销研究_市场营销论文

发布时间:2014-11-02 来源:人大经济论坛
市场营销论文范文  目 录 摘 要I ABSTRACTII 1 引言1 2 事件营销的概述2 2.1 事件营销的概念2 2.2 事件营销的特征2 2.3 事件营销成功的要素3 3 我国中小企业事件营销运用状况分析4 3.1 运用状况4 3.2 存在问题5 3.3 中小企业事件营销策略的科学性与有效化的思路8 4 网络信息条件下的事件营销13 4.1 网络条件下的事件营销效率更高14 4.2 网条件下事件营销效果衰变的更慢14 4.3 基于网络条件下的事件营销新策略15 结束语18 致谢19 参考文献20 摘 要 在如今市场竞争非常激烈的环境下,企业的营销费用不断加大,事件营销作为一种成本较低但效果显著的营销策略已经开始引起我国企业尤其是我国中小企业的关注。但企业的应用实践表明,由于对事件发生的预见性不足以及对于消费者行为研究的不到位,事件营销策略的实际效果往往大打折扣,特别是我国中小企业。如何提高事件营销策略的科学性,加强执行过程的规范性,是企业必须重视和探讨的重要课题。本文通过对市场营销理论的研究,针对我国中小企业存在的问题,提出了科学制定和正确执行事件营销的思路。本文共分以下几部分进行阐述: 首先是引言部分。其次阐述了事件营销概念、事件营销的特征、事件营销成功的要素并作为本文事件营销研究的理论支撑。再次分析了事件营销策略的现状、发展趋势及其应注意的问题并分析了我国中小企业运用事件营销的科学性与有效化的思路。最后提出了基于网络条件下中小企业运用事件营销策略的观点。网络已经是现代生活中不可缺少的一个重要部分,然而互联网的飞速发展也给事件营销提供了更为广阔的发展空间和发展可能。随着网络技术的进一步发展和企业对于事件营销的进一步理解,网络条件下的事件营销必将会呈现出其形式上更加丰富的一面。 关键词 事件营销 中小企业 营销策略 ABSTRACT In today's highly competitive market environment, corporate marketing costs constantly increasing, event marketing, as a significantly lower cost but the effect has already begun to attract the marketing strategy of China's enterprises, especially small and medium enterprises in China's attention. However, the application of business practice shows that, due to lack of predictability of events and for the study of consumer behavior is not in place, the practical effect of the event marketing strategy is often compromised, especially in small and medium enterprises in China. How to improve the scientific nature of the event marketing strategy to strengthen the implementation process of the normative is that an enterprise must pay attention to and discuss the important issue. In this paper, the theory of marketing research, for the problems of SMEs in China and put forward a scientific development and proper implementation of event marketing ideas. This paper is divided into several parts described below: First, the introductory remarks. The second section describes the concept of event marketing, event marketing, the characteristics of the elements of a successful event marketing and event marketing, as this study support the theory. Again, the event marketing strategy analysis of the status quo, development trend and should pay attention to issues and events in China were analyzed for SMEs to use and effective marketing of scientific ideas. Concludes with a web-based small and medium enterprises under the conditions of the use of event marketing strategy point of view. Network has been indispensable in modern life, an important part, however, the rapid development of the Internet, event marketing also provides a more broad space for development and development potential. With the further development of network technology and business for a better understanding of event marketing, network marketing under the conditions of the event will be shown in its shape and richer side. KEY WORDS event marketing, marketing stra
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