工业品牌的事件营销策略研究——以三一重工为例

Study on Event Marketing Strategy of Industrial Brands from the Case of Sany Heavy Industry

事件营销是工业品牌的重要传播手段,工业品牌的终端消费群体为工业企业,因此,工业品牌的事件营销必须重点突出其产品的核心竞争力。工业品牌的事件营销必须慎重选择营销事件,事件营销的宣传与策划必须注意企业、产品、事件的关联性,工业企业要建立事件营销应对机制,积极利用造势和借势传播,整合各类媒介资源,对工业品牌进行长期的产品宣传与品牌传播,塑造良好的品牌形象,有效促进工业产品的销售。

Event marketing is an important means of the spread of industrial brands.End-consumer groups of industrial brands are industrial enterprises.So the event marketing of industrial brand must highlight the core competitiveness of their products.The choice of event marketing must be cautious,and the publicity and planning must pay more attention to the business-product-event correlation.Industrial enterprises should establish coping mechanisms of event marketing,make full use of the spread of hand-to-hand sampling or interactive displays,integrate various media resources and conduct long-term products publicity and brand communication in order to create a good brand image and promote effectively the sale of industrial products.