借助事件营销 打造企业品牌──以“快乐购”为例

Building Corporate Brand with Event Marketing——a Case Study on "Happigo"

本文章从"快乐购"四年的品牌发展历程中分析了其品牌建构策略的精髓在于事件营销。快乐购通过明星策、节目策、公益策、热点策和活动策等五大事件营销策略打造了良好的企业品牌形象。快乐购事件营销策略的经验可以总结为"天时、地利、人和",对于其他企业开展事件营销富于启示。

The paper holds the view that the pith and marrow of Happigo＇s strategy of brand building is event marketing through the analysis of its brand development in recent 4 years.Happigo builds a good corporate brand image through five event marketing strategies such as star strategy,program strategy,public welfare strategy,hot spot strategy and activity strategy.Happigo＇s experience of event marketing strategy can be concluded as a combination of＂favorable timing,advantageous terrain and human unity＂,which is rich of inspiration for other enterprises to develop event marketing.