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随着市场营销的迅速发展,国内外企业为了更好的实现目标,纷纷寻找新的营销模式。近年来,网络事件营销成为越来越受到企业家们关注的一种创新营销的方法。本文运用文献资料法、数据分析法、逻辑分析法等研究方法,从事件营销的涵义及特征入手,对企业事件网络事件营销进行探究。通过分析我国企业事件营销的现状及存在的问题,提出了解决方案,最后给欲借助奥运事件营销的企业一些积极建议。
With the rapid development of marketing, domestic and foreign enterprises in order to better achieve their goals, have to find a new marketing model. In recent years, web-based event marketing has become an increasingly innovative approach to marketing by entrepreneurs. This article starts with the meaning and characteristics of event marketing by using the methods of documentation, data analysis and logic analysis, and explores the marketing of event network events. By analyzing the current situation and existing problems of the enterprise event marketing in our country, we put forward the solutions and finally give some positive suggestions to the enterprises that want to use the Olympic event marketing.