【Abstract】 After continuous use, practice, business competition means gradually enrich, improve, upgrade, to the last event marketing this hard-won "high-tech" means finally appeared in the electric bicycle industry, and for more and more Of the brand used by enterprises.
The so-called event marketing, refers to the business through the planning, organization and use of news value, social impact and celebrity effect of the characters or events to attract the media, social groups and consumers interest and concern in order to improve business or product visibility, reputation Degree, establish a good brand image, and ultimately lead to the sale of goods or services means and methods. Simply put, event marketing is the use of the manufacture of news with the value of the event, and through specific operations, so that the news can be spread, so as to achieve the effect of advertising. Compared with the traditional advertising, event marketing with a wide audience, sudden strong, in a short time to make the information to achieve the maximum, the best dissemination of the results for enterprises to save a lot of publicity costs and other characteristics, in recent years more and more More and more popular at home and abroad a public relations and marketing means.
As we all know, Haier and Mengniu is the use of event marketing consummate two of the master, think that year, Zhang Ruimin hand-operated Haier hit the refrigerator incident in a short time quickly become a hot topic on the streets, and as a textbook by countless experts and scholars But also compared to Haier's blockbuster, Mengniu is constantly in use, manufacturing hot topics, from the "billboard was smashed", "SARS hit" to the " "God five lift" and to the "Super Girl", Mengniu with one after another social hot spots, to ensure that their own time to stay in the broad masses of people within the vision, while imperceptibly enhance the visibility and reputation of the enterprise, shaping the industry Leader image.
Back to the electric bicycle industry - after a few years of rapid growth in the explosive growth of the electric car industry siege-style extensive expansion of the end of the idea of ​​the enterprise out of the pre-seizure site of the disorderly development of the state, began to consider long Sustainable development, and is committed to playing a first-line brand, which orderly, planned to launch a series of competitive initiatives, such as price war, promotion war, people naval warfare, advertising warfare, etc., step by step from the strength of many enterprises stand out, Laid its own first-line brand status. In the process, through continuous use, practice, business competition means gradually rich, perfect, upgrade, to the final event marketing this hard-won "high-tech" means finally appeared in the electric bicycle industry, and for the more The more brands used by the following let us approached the electric bicycle industry, these marketing events, to see them to promote the power of brand building in the end how much!