服装品牌事件营销研究

发布时间：2018-02-03 07:11

本文关键词： 事件营销品牌建设整合营销效果评估　出处：《浙江理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来，中国经济取得了举世瞩目的成就，愈来愈多的企业应运而生,伴随着社会经济的极大繁荣，市场竞争也更趋激烈。于此同时，随着人们生活水平的不断提高，生活方式的逐步改变，消费需求开始呈现出个性化和多元化。面对这种情况，传统的营销模式已经不能满足消费者的需求,企业急需一种全新的营销模式来吸引消费者的眼球,以提高品牌知名度,并形成对品牌形象的认同。事件营销于上个世纪末传入中国，经多个企业成功演绎，引起越来越多企业的重视，纷纷加以运用。海尔张瑞敏的“砸机”事件将产品过硬的质量和良好的服务推向社会；王老吉通过在汶川大地震中捐款一个亿极大的提升了品牌价值，同时提高了销量；农夫山泉的“一分钱”行动与消费者建立情感联系，并建立了良好的品牌形象。事件营销借助事件的新闻热点特性能迅速吸引公众的注意,并形成一定范围内的口碑宣传；同时事件活动形式能给公众更直观的感受，更能凸显品牌理念和企业文化，让公众体会到品牌或企业所塑造的精神面貌和力量。本文的出发点在于将事件营销引入服装企业，研究现阶段的社会市场环境下，服装企业应该如何运用事件营销来提升品牌知名度和美誉度，，并以此为服装企业的品牌建设和营销提供建议。首先，通过参阅大量的文献资料，笔者对事件营销的概念和内涵进行梳理，确定了事件、借势、造势、资源整合、利益相关者、注意、体验等关键词，并简要介绍了事件营销在我国发展经历的几个阶段及其特点；其次，通过对事件营销，特别是服装品牌事件营销的成功或失败的案例分析总结出事件营销成功的关键因素和现有服装企业事件营销存在的问题；再次，结合整合营销理论和品牌建设理论的相关知识，将事件营销纳入品牌整体营销规划，总结出六大实施步骤，并以美特斯·邦威品牌个案为例，介绍了美邦如何成功运用《变形金刚Ⅱ》来营销和推广品牌；最后构建了事件营销效果评估模型，利用问卷调查和数据分析，从消费者角度评价美邦的事件营销效果，进一步验证美邦事件营销的成功。本文的研究无论对消费者本身还是服装企业都有一定的现实意义，特别是为服装企业策划和实施事件营销活动提供意见参考。
[Abstract]:Since the reform and opening up, China's economy has made remarkable achievements, more and more enterprises came into being, along with the great prosperity of social economy, the market competition is becoming more fierce. At the same time. With the continuous improvement of people's living standards and the gradual change of the way of life, consumer demand has begun to show individuation and diversification. Facing this situation, the traditional marketing model can not meet the needs of consumers. A brand-new marketing model is urgently needed to attract the attention of consumers in order to improve the brand awareness and form the identity of the brand image. Event marketing was introduced into China at the end of last century, which has attracted more and more enterprises' attention. Haier Zhang Ruimin's "smashing machine" incident pushed the excellent quality of products and good service to the society. Wang Laoji through the Wenchuan earthquake donated 100 million to greatly enhance the brand value, at the same time increased sales; Farmer Spring's "one cent" campaign establishes emotional ties with consumers and creates a good brand image. Event marketing can quickly attract public attention with the help of events' hot news features. And form a certain range of word-of-mouth propaganda; At the same time, the event activity form can give the public a more intuitive feeling, more prominent brand concept and corporate culture, so that the public can understand the spiritual outlook and strength created by the brand or enterprise. The starting point of this paper is to introduce event marketing into garment enterprises, and to study how to use event marketing to enhance brand awareness and reputation in the current social market environment. And to provide suggestions for the brand building and marketing of clothing enterprises. Firstly, through consulting a lot of literature, the author combs the concept and connotation of event marketing, determines the event, seize the opportunity, and build momentum. Resource integration, stakeholders, attention, experience and other keywords, and a brief introduction of the event marketing in China's development of several stages and characteristics; Secondly, through the case analysis of event marketing, especially the success or failure of clothing brand event marketing, the key factors of event marketing success and the existing problems of event marketing in garment enterprises are summarized. Thirdly, combined with the relevant knowledge of integrated marketing theory and brand building theory, the event marketing into the overall brand marketing planning, summed up six implementation steps, and the case of Meters Bonway brand as an example. This paper introduces the successful use of Transformers II to market and promote the brand. Finally, the evaluation model of event marketing effect is constructed, and the effect of event marketing is evaluated from the perspective of consumers by questionnaire survey and data analysis to further verify the success of event marketing. The research in this paper is of practical significance to both consumers and garment enterprises, especially for the planning and implementation of event marketing activities.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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