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目前汽车营销可谓五花八门,汽车厂家想着法儿“引诱”消费者。这里我们谈谈汽车企业的“借事营销”。这里所谓借“事”营销的“事”就是指世博会。中国2010年上海世博会已于5月1日正式拉开帷幕,246个国家和国际组织正在世博园区争相博取着世界的目光。有别于2008年中国企业参与北京奥运营销时的一拥而上,上海世博营销呈现出“慢热”的特征,企业的参与热情目前还处于上升阶段,或者说世博营销的大戏才刚刚开始。那么,占据近水楼台之利的中国汽车企业应该怎样看待世博商机,进而借“事”营销自己呢?
At present, car marketing can be described as varied, car manufacturers think of children “luring ” consumers. Here we talk about auto companies “borrowing marketing ”. The so-called “things ” marketing “things ” refers to the World Expo. The 2010 Shanghai World Expo in China was officially opened on May 1, and 246 countries and international organizations are competing in the World Expo Site to win the attention of the world. Different from the rush of Chinese enterprises to participate in the marketing of the Beijing Olympic Games in 2008, the marketing of Shanghai World Expo shows the characteristics of “slow and hot”. The enthusiasm of enterprises is still on the rise at present, or the Expo marketing drama has just begun. Well, occupy the profits of Chinese companies should look at the Expo business opportunities, and then borrow “thing ” marketing themselves?