The Study Of Building Enterprise Brand Influence On The Large-scale Activity

The essence for marketing actually equals to spread the influence of enterprise. Confronting the condition of overproduction, homogeneity, hard sell situation and the demand for marketing becoming extremely hearty, the value of large-scale activity will show its importance. As the carrier for the influence communication, large-scale activity can meet the need of enterprise for influence communication, which enable the enterprise can win in such a competitive market. Large-scale activity is the source for the marketing focus and the good word of mouth which can provide continual influence to the enterprise and can be the stage for communication.This thesis is from the view point of the essence, large-scale activity as a stage of influence communication is the basis for brand building of the enterprise. Large-scale activity set the stage for the brand promotion, it promotes the influence and builds the brand influence of enterprise via demand integration, display system, communication integration and influence integration. Large-scale activity being instrumental to build the brand influence is very important to elevate the consumer's evaluation and recognition to the brand. Via elevating many index such as brand recognition, brand praise, building good image and brand loyalty and so on. Large-scale activity set the stage for the brand promotion. For the purpose of building brand influence, it's also important to promote the initiative of the enterprise, integrating the large-scale activity into enterprise marketing system, maximizing the brand influence via large-scale activity. On the other hand, from the view point of enterprise situation demand, combining with large-scale function to explain the vale for large-scale activity for building brand influence. Via the appropriate investment sponsor strategy, enterprise can well build their brand influence.