Present Situation And Tendency Research Of Event Marketing In China

In our current times, every aspect in the social environment is new each day; indeed, the evolution of disseminated environment has promoted the dissemination of media to develop and progress. Looking from the perspective of the change in the macro social environment, the social political environment, economic environment, scientific technical environment as well as the development and change of information environment also set the new request to the media's development. Meanwhile, the center medium environment that the media faces and the micro human relationships' environment also have had deeply changed along with the change of the social big environment.In an attempt to adapt the new request of the environmental change, the media is actively probing its own development direction, so that to be a direct participant of the economic construction as well as an organizer of the social activity. The media event marketing is precisely generated under this kind of background, which is the media adaptability to the objective environmental variation, as well the performance of displaying the subjectivity. From the perspective of communication, applying the principles related to the communication to decode the media event marketing and researching the present situation analysis and tendency of Chinese event marketing, that would be better to understand and apply event marketing, so that to promote the media's continuous development.This paper adopts the way that is the integration of documentary research, on-the-spot investigation as well as interview, to take advantage of the cases by collecting domestic media event marketing and relevant research document to obtain reference material, so that it is based on the content analysis and qualitative analysis to create the basis database. On the other hand, adopt the way of on-the-spot investigation to examine Da Lian local media event marketing to choose the representable cases and conduct local interview in order to obtain real and precise material. Then, the paper would study domestic media event marketing through the way that is combined by the theoretical analysis and the cases.Through referring to the definition of the media event marketing, this paper will try to dissect the reason which the media event marketing arises and the current developmental situation, further to analyze present situation of domestic media event marketing; comb the types and characteristics of current domestic media event marketing; summarize the operating laws of media event marketing; as well further analyze the issues of current domestic media event marketing and provide corresponding strategies; then, forecast the future developmental tendency of media event marketing, so that be able to provide theory basis and practicable guide for media event marketing.