随着媒体竞争的日趋激烈,活动营销成为一种重要的营销手段。作为党报,如何通过活动来提升品牌竞争力、扩大品牌影响,从而赢取更好的社会效益和经济效益成为一个重要的课题。由湖南日报报业集团、中国烹饪协会主办的2006首届中国湘菜美食文化节,是2006全国党报类纸媒主办的一大亮点活动,是党报积极深入市场、深度服务行业、拓展综合经营的一次大胆尝试和有益探索。 With the increasingly fierce media competition, event marketing has become an important marketing tool. As a party newspaper, how to enhance brand competitiveness through activities to expand brand influence, so as to win better social and economic benefits has become an important issue. The first Hunan Cuisine Culture Festival, hosted by Hunan Daily Newspaper Group and China Cuisine Association, is a highlight of 2006 organized by the party newspaper of China. It is a bold attempt of party newspapers to actively penetrate the market, deeply serve the industry and expand the integrated operation And useful exploration.