事件营销传播分析——以“马帮茶道·瑞贡京城”事件为例

An Analysis of the Event ant Its Marketing and Propagation——Take the event of "The Caravan and the Tea Transit Route·Paying the Auspicious Tribute Tea to the Capital" as an example

以“马帮茶道.瑞贡京城——普洱茶文化北京行”的活动为案例,从活动的形式、内容等方面分析这次事件营销传播活动的成功和不足,总结事件营销传播在实际运作过程中必须遵循的原则。

This paper takes the activity of ＂The Caravan and the Tea Transit Route · Paying the Auspicious Tribute Tea to the Capital —— A Trip of Pu＇er Tea Culture to Beijing＂ as an example. From the contents, form, etc. , it analyses the activity＇s success and inadequacy. Then it summaries the principles that should be observed in the course of its actual implementation.