事件营销对企业知名度的影响研究 -市场营销专业

摘要

随着市场竞争日益激烈，企业亟需通过创新的营销手段提升品牌知名度和市场竞争力，事件营销作为一种高效且具有传播效应的策略，逐渐受到广泛关注。本研究旨在探讨事件营销对企业知名度的影响机制及其实际效果，以期为企业提供更具针对性的营销建议。事件营销能够显著提升企业的品牌认知度、情感认同和市场影响力，其中创意性、相关性和传播渠道的选择是影响效果的核心因素。此外，本研究首次提出“事件共鸣”概念，强调事件营销应注重与目标受众的情感连接，从而增强其传播效能。这一创新视角为事件营销理论提供了新的解释框架，同时为企业实践指明了优化方向。总体而言，本研究不仅深化了对事件营销作用机制的理解，还为企业制定更高效的营销策略提供了实证支持和理论指导。

关键词：事件营销；企业知名度；创意性；事件共鸣；传播渠道

An Investigation into the Impact of Event Marketing on Corporate Visibility

英文人名

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Abstract

With the increasingly fierce market competition, enterprises need to enhance brand awareness and market competitiveness through innovative marketing means. As an efficient strategy with communication effect, event marketing has gradually attracted wide attention. The purpose of this study is to explore the mechanism and practical effect of event marketing on corporate awareness, in order to provide more targeted marketing suggestions for enterprises. Event marketing can significantly improve the brand recognition, emotional identity and market influence of enterprises, among which creativity, relevance and the choice of communication channels are the core factors affecting the effect. In addition, this study puts forward the concept of "event resonance" for the first time, emphasizing that event marketing should pay attention to the emotional connection with the target audience, so as to enhance its communication efficiency. This innovative perspective provides a new explanatory fr amework for event marketing theory and points out the optimization direction for enterprise practice. Overall, this study not only deepens the understanding of the mechanism of event marketing, but also provides empirical support and theoretical guidance for enterprises to develop more efficient marketing strategies.

Keywords: Event Marketing；Corporate Awareness；Creativity；Event Resonance；Communication Channels

引言 1

一、事件营销的基本理论与框架 1

(一)事件营销的概念界定 1

(二)事件营销的核心要素分析 2

(三)事件营销对企业知名度的作用机制 2

二、企业知名度的形成与测量方法 3

(一)企业知名度的定义与内涵 3

(二)知名度测量的关键指标体系 3

(三)事件营销对知名度提升的具体路径 4

三、事件营销策略与企业知名度提升实践 4

(一)不同类型事件营销的特点分析 4