事件营销对提升品牌形象效果的研究——以滴滴打车为例

目录

摘要 (3)

1绪论 (4)

1.1研究背景 (4)

1.2研究意义 (4)

1.3研究方法........................................ 错误!未定义书签。

1.4文献综述 (4)

1.4.1项链理论 (4)

1.4.2有关媒体通路的重要性理论 (4)

1.4.3有关危机事件营销的理论 (4)

2事件营销在我国企业中的现状 ..................... 错误!未定义书签。

2.1事件营销的概念.................................. 错误!未定义书签。

2.2事件营销的特征.................................. 错误!未定义书签。

2.2.1目标受众明确.................................. 错误!未定义书签。

2.2.2内容、形式新颖 (5)

2.2.3效果具有不可控性 (5)

2.2.4相对于传统媒体营销，成本低 (5)

2.3我国企业事件营销的产生与发展 (5)

3事件营销效果对提升品牌形象效果的评估体系..... 错误!未定义书签。

3.1事件营销本身的评估 (6)

3.1.1事件知晓率 (6)

3.1.2信息准确性 (6)

3.1.3获取渠道 (6)

3.1.4报道/转载次数 (6)

3.2品牌影响的评估 (7)

3.2.1认知层面 (7)

3.2.2情感层面 (7)

3.2.3意愿层面 (7)

4滴滴打车事件营销案例分析 (7)

4.1滴滴打车品牌的发展历史 (7)

4.2“滴滴专车吸血楼PK活动”案例分析 (8)

4.2.1 活动内容 (8)

4.2.2 活动效果 (8)

5滴滴打车事件营销策略的启示 (9)

5.1传统行业要借助互联网独特的营销模式重新改造 (9)

5.2要擅于借助网络社交平台扩大事件营销的力度 (9)

5.3要借助移动APP，将线上活动与线下活动完美结合 (10)

5.4要以消费者的生活需求、心理情感为立足点 (10)

6.结语 (10)

参考文献 (11)

事件营销对提升品牌形象的效果研究

——以滴滴打车为例

张青松李月李姗

摘要：近年来，随着传播手段的多元化发展，企业的营销方式也越来越多样化，其中事件营销就成为了企业常用的营销策略。许多企业借助事件营销传播的快速、广泛、以及热度高等特征，大大扩大了企业、品牌、产品的影响和美誉度。本文以滴滴打车为案例，先对事件营销的相关概念进行阐述，简单介绍了事件营销的起源和发展阶段，以及目前国内发展的现状的研究进行了概括性综述，介绍了事件营销传播的起源、发展、概念、特征以及在国内企业的应用，重点分析了滴滴打车相关案例的效果、特点，从中总结出事件营销对提升品牌形象的效果以及建议。

关键词：事件营销；品牌形象；滴滴打车

The Research About Effect of Promoting Image of Enterprise with The

Help of Event Marketing

——Take DiDi Taxi as Example Abstract: In recent years, with the development of diversified means of communication, the way of marketing has become increasingly diversified, the event marketing has become the common marketing strategy of enterprises. Many enterprises by means of event marketing spread quickly and widely, and heat characteristics of high, greatly expanded the influence of companies, brands, products and reputation. The taxi to pieces, as a case, first of event marketing related concepts described in this paper, a brief introduction of the origin and development stage of event marketing, and the research of the current status of domestic development were generally summarized, the event marketing communication of the origin, development, concept, characteristics and application in domestic enterprises, focusing on analysis of the effect drops a taxi to the relevant case, the characteristics, summarized from the event marketing to enhance the effect of brand image and suggestions.

Key words: event-marketing; brand image; DiDi Taxi