Analysis SARS crisis typical strategy of Event Marketing.docVIP

 PAGE \* MERGEFORMAT 13 Analysis ‘SARS crisis’ typical strategy of Event Marketing In the integrated marketing communication theory and practice, event marketing (Events marketing) as a public relations companies, improve product reputation and corporate image of an important means to use their unexpected events in correlation with their own products, using various aspects of the media extensive education and guidance to achieve short-term improvement and long-term effects of changes in consumer and market the concept of accumulation, has been applied successfully. Event Marketing generally has the following characteristics: suddenness, and time is running out; market opportunities for large; with a wide range of consumer Shouzhong Mian; a high frequency of media to help out; information on the complex is not easy to distinguish. And 98 years of natural disasters like floods, SARS pneumonia (SARS) as the beginning of this year for the first time in Guangdong province of infectious diseases, and affects from the central to the hearts of ordinary people, but also inspired a large number of domestic enterprises, especially it is the medical health care products companies on the anti-’SARS’ in World War II event marketing, corporate marketing differences also brought a different effect. Looking at the specific marketing strategies of these enterprises and advertising following several means of communication generally, the following strategies and methods for each kind of analysis to explore: First, leveraging the power of: public advocacy for consumer education During the ‘SARS’ business opportunities, as the level of health care products industry’s leading Yangshengtang companies planning to seize this opportunity, on April 23 the first donation to the National Ministry of Health, worth 5 million yuan to improve immunity with a new product -- - Adult vitamin; the same time to some isolated areas of health care workers contribute to their profits donated large