毕业论文-恒大冰泉事 件营销策略分析.docVIP

题 目： 恒大冰泉事件营销策略分析 学 院： 专 业： 姓 名： 指导教师： 完成日期： 摘 要 2013年恒大冰泉凭借恒大足球队夺冠的热度，随之进行的事件营销让恒大冰泉迅速的打响了知名度。本文从恒大冰泉事件营销的成功经验和弊端两个方面分析，为其他企业新产品上市提出借鉴意义，为企业运用事件营销进行宣传提出合理建议。 通过对恒大冰泉事件营销传播策略的分析，恒大冰泉能快速进入人们视野，与其原有品牌力量的支持、准确利用恒大足球队夺冠进行体育事件营销以及高效精准的广告投放密切相关。在整个事件营销过程中，恒大冰泉紧紧抓住了事件营销的成功三要素，即重要性、接近性和显著性。同样，在广告策略上，恒大冰泉借助悬念式营销，制作了清晰简单明了的TVC，配合在微信微博等新媒体上与粉丝进行互动。这些因素成为了恒大冰泉取得成功的关键要素。 在带来借鉴意义的同时，这场事件营销的弊端也为我们带来了启示。恒大冰泉的市场营销策略中，其产品缺乏显著的差异化定位，恒大集团将业务从房地产行业拓展到饮用水行业，对于饮用水市场情况的的把握不准确，以及事件营销本身短时性和风险性的弊端，这些因素是恒大冰泉“叫好不叫座”的重要原因。 事件营销近些年来在各个企业和品牌推广中被广泛应用，恒大冰泉的事件营销为整个市场带来了启示与警醒。运用事件营销进行宣传时抓住事件营销的核心，结合高效精准的广告投放，注意最大程度的规避事件营销的弊端，不断搭载新鲜的话题以保持受众的兴奋度，让事件营销为宣传品牌产品做出更好的贡献。 关键词：恒大冰泉；营销策略；事件营销 Abstract In 2013, EVERGRANDE SPRING with Hengda football team won the heat, then the event marketing let EVERGRANDE SPRING quickly started awareness. This article from the two aspects of the successful experience and shortcomings of EVERGRANDE SPRING event marketing analysis, new products for other companies made reference, for enterprises to use event marketing and put forward reasonable proposals propaganda. Through the analysis of the marketing communication strategy EVERGRANDE SPRING event ,EVERGRANDE SPRING can quickly into the peoples vision, and its original brand support, accurate use of Hengda football team won the sports event marketing and high precise advertising is closely related to. In the whole process of event marketing, EVERGRANDE SPRING ,firmly grasp the event marketing success of three elements, namely, close and significant importance. Similarly, in the advertising strategy, EVERGRANDE SPRING with suspense marketing, making clear the simple TVC, cooperation in Micro message micro-blog on new media strength with fans. These factors become EVERGRANDE SPRING, the key elements of success. In the reference at the same time, defects of this event marketing has also brought the inspiration for us.