事件营销对品牌形象构建与传播的影响研究——以小米为例

Study on the Influence of Event Marketing on Brand Image Construction and Communication—Taking Xiaomi as an Example

在当今数字化时代,事件营销已成为品牌形象构建与传播的重要策略之一。通过策划和组织具有新闻价值及社会影响力的品牌相关性事件营销活动,对品牌形象的构建与传播具有积极影响。文章以小米公司为例,对其进行的小米“忘情一刻,徕卡光学”事件营销活动进行调研分析。研究发现,该事件营销有效提升了小米企业的品牌形象和知名度。并增强了顾客对该品牌的忠诚度。

In today’s digital age, event marketing has become one of the important strategies of brand image construction and communication. Through planning and organizing the brand related event marketing activities with news value and social influence, it has a positive impact on the construction and communication of brand image. Taking Xiaomi Company as an example, the article conducts research and analysis on its millet “Forget the moment, Leica Optics” event marketing activities. It is found that the event marketing has effectively improved the brand image and popularity of Xiaomi. It also enhanced customers’ loyalty to the brand.