On The Theory Of Communication Of Event Marketing In China's Mainland

Based on the typical case of "Chengdu Millennium Symbols" and other cases, this thesis attempts to make a study on the event marketing in China's mainland by means of case study and theory study. The author discovers: the brand is related to the information of the event by the Brand-linked Point. The Brand-linked Point consists of two modules-Brand-related Module and Event-related Module. Event marketing has made a Contacts System centered on the Brand-linked Point, corresponding to the Contacts' Point System. Just because of this Contacts System, event marketing makes the Stakeholders remember the brand messages The mode of even marketing is: confirming Brand-linked Point→planning event/designing Contacts' Point System→ performing event/creating Contacts System→evaluating effect. The event marketing is characterized with non-profiting, outstanding, highly participating, hard to evaluate. The types of event marketing are: normal event marketing and event marketing in crisis; pure event marketing and compound event marketing; concealed event marketing and exposed event marketing. To sum up, the theoretical contributions of this thesis are. first, to describe the mode and process of event marketing with Brand-linked Point, Contacts' Point System and Contacts System; second, put forward the Four Characteristics and Three Types of event marketing. The two points are theoretical innovations in China's mainlandThe thesis is divided into eight chapters.Chapters one, two and three discuss the object, purpose and value of the study.the achievements in China's mainland, the methods and process of the study as well as the basic theories.Chapter four defines the event marketingChapter five analyzes the case study of event marketing from the respect of Communication.Chapter six expounds the characters and types of event marketing and discusses these typesChapter seven discusses the performing of event marketing.Chapter eight summarizes the whole thesis...