从三一重工的救灾事件看工业品牌的营销策略

An Analysis of the Industrial Brand Marketing Strategy from Disaster Relief Event of Sany Heavy Industry

2011年3月日本发生9级大地震,造成了严重的核泄漏事件,日本政府紧急向三一重工购买核电站注水泵车,三一重工主动为日本赠送超长泵车救灾,三一重工的救灾事件营销赢得了国内外的高度关注,提升了三一重工的产品销量与企业品牌形象。事件营销是工业品牌的重要品牌传播手段,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,才能塑造良好的品牌形象,有效促进工业产品的销售。

In March 2011,the 9.0 magnitude earthquake occurred in Japan,resulting in a serious nuclear leakage event.Japanese government urgently bought pump trucks for nuclear power plants from Sany Heavy Industry and this corporation volunteered to present extra-long pump trucks to the government for disaster relief purpose.Sany＇s event marketing has won a high attention both at home and abroad and enhanced its product sales and corporate brand image.Event marketing is an important brand communication means of industrial brand.Final consuming groups of industrial brand are industrial enterprises.So the industrial brand event marketing must highlight the core competitiveness of its products.Industrial brand event marketing must carefully choose marketing events.Publicity and planning of events marketing must focus on the correlation of enterprise,product and event.Industrial enterprises should establish coping mechanisms for event marketing,actively utilize amplification and seize the chance to propagate,integrate various media resources and conduct long-term product publicity and brand communication in order to create a good brand image and effectively promote the sale of industrial products.