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事件营销传播的影响因素分析——以龙润茶集团事件营销为例 被引量:1

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摘要 本文以龙润茶集团为对象,分析其在将品牌推广至全国的过程中,为实现不同阶段目标而运作事件营销的案例。以传播环节为着眼点,分析了整合营销传播、媒体关系及关注度、事件属性三方面对事件营销传播的影响和作用,并提出建议和对策,研究发现对企业策划和实施事件营销具有借鉴作用。
出处 《中国市场》 2012年第48期5-7,共3页 China Market
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