事件营销(EventMarketing),也叫活动营销,指企业整合自身的资源,通过借用社会关注焦点,策划富有创意的活动或事件,使之成为大众关心的话题,因而吸引媒体的报道与消费者的参与,进而达到提升企业形象以及销售产品的目的。从定义看,事件营销的一般操作方法有“借势”和“造势”两种。借势,就是参与大众关注焦点话题,将自己带入话题的中心,由此引起媒体和大众的关注：而造势,就是企 Event Marketing (Event Marketing), also known as event marketing, refers to the enterprise integrating its own resources, attracting media coverage and consumer participation by borrowing social attention and planning creative activities or events to make it a topic of public concern , And then achieve the purpose of enhancing corporate image and sales of products. From the definition of view, the general operation of event marketing methods are “borrowed” and “potential” two. The occasion, is to participate in the public focus of the topic, to bring themselves into the center of the topic, which aroused the media and the public attention: the momentum is the enterprise