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1、事件营销在品牌传播中的运用摘要：在传统广吿的效果曰益下降的今天，事件营销逐渐受到品牌所有者的关注，事件营销被越来越多的运用于品牌传播中。事件营俏是一种低成本的营俏手段，运用得当可以带来极佳的宣传效果。但伴随着低成木，事件营销的风险也是不容忽视的。木文中详细的阐述了事件营销的特征、模式、策略等，同时综合心理学、社会学、传播学观点分析了事件引发人们关注的原因，总结出了事件营销应当遵守的各项原则。关键词：事件营销;品牌传播;风险Abstract:Nowadays,moreandmorecorporationsseetheimportanceofEventMarketingforthesim
2、plereasonthatitisafree,efficientwayofMarketing.Butgowiththeseadvantages,therearealsosomerisksandunsureness.Firstofall,wehavetoknowwhatisEventMarketinganditscharacteristics.EventMarketingisawayofMarketingthatusenews,media,celebritiestoprovoketheinterestofpeopleandthenpayattentiontothebrand.Event
3、Marketinghasthreepeculiarities:freely,teleology,andriskly.EventMarketinghastwomodes:passivenessmodeandinitiativemode.Inthepassivenessmode,weshouldobeytheprincipleofrelativity,controllableandsystem.Intheinitiativemode,wealsohavetoobeythreeprinciples:innovation,publicandmutualbenefit.Peoplealways
4、payattentiontosomeaffairs・Why?WecouldanalyzeitfromPsychology,SociologyandMediastudies.PsychologistBroadbent,D.E.,SociologistR.E.ParkandDavidKBeriowouldtellusthereason.Inbranddiffuse,EventMarketingplaysanimportsntroleandhasmanyfunctions.Itmaketheconsumerknowsthebrand,enlargeitsforce.Letpeopleide
5、ntifywiththebrand,setupnewvaluesofthebrandandretrievethecrisis・TherearemanystrategiesofEventMarketing・Suchasstarssports,conceptstrategyandsoon.Todifferentbrand,weshouldusedifferentcut-inpoint.Commonwealactivities,hotspoteventsandcrisispublicrelationsarethreegoodcut-inpoints.InEventMarketing,ris
6、kswouldappear,sowemusttrytocontrolit.BeforeweputtheMarketingprojectintopractice,wemustevaluatetherisksandtrytoavoidit.Intheprocessofbranddiffuse.Wemustobeysomeprinciples・WeshouldaimatthegoalsofMarketing,becautioustouseEventMarketing.MarketingisaIong-termwork,sotheownersofthebrandsshouldhavealon
7、g-termprojectofMarketing.Keywords:eventmarketing;brandcommunication;risk绪论1一、事件营销的概念及特征2二、事件营销在品牌传播中的地位和作用3三、事件营销引发关注的理论基础4四、事件营销的模式8五、事件营销的策略与切入点10六、事件营销的风险及风险控制14七、在品牌传播中运用事件营俏的原则15结语17参考文献参考书忖18参考文章18一、研究背景及意义冃前在国内，在品牌传播中运用事件营销
