China's Enterprises Under The Current Market Environment, The Event Marketing Strategy Research

With the serious market competition and the increased marketing expenses of enterprises, event marketing-a low cost but efficient marketing strategy-has drawn the attention of China's enterprises, especially for the middle-sized and small-sized ones. While the practice has indicated that the lack of foreseeability for the events as well as the study of customers' behavior can deeply weaken the actual effect of event marketing strategy. How to enhance the maturity of event marketing strategy and strengthen its standardization in the performing process has been an important problem worthy of enterprises' attention and discussion.In view of the problems in utilizing event marketing strategy of domestic enterprises, this paper does a study of marketing strategy and puts forward the recommendations to properly establish and perform event marketing. In structure, this paper can be divided into five parts:The first part introduces the background and significance of the topic, presents the study and development of event marketing both domestically and abroad, which is also one of the theory basis of the whole paper.The second part is the basic theory part as well as the theory support for the event marketing. This part presents the relevant customers behavior theory, psychology theory, marketing theory and event marketing theory, examines the relationship between each theory and event marketing, and establishes the basis for the further study afterwards.The third part analyzes the current situation of utilizing event marketing in domestic market, and points out the existing problems.The fourth part puts forward the thought of maturity and efficiency for event marketing. This paper perceives that according to the control of enterprises in event marketing, event marketing can be divided into three levels: event marketing by utilizing foreseeable events, event marketing by utilizing emergency events, event marketing by dominating and creating events. In short, event marketing can be performed by utilizing events and creating events. Certainly, to make use of the greatest efficiency of event marketing, it is necessary to properly arrange the frequency and level of event marketing according to the stage of the clients relationship.This fifth part puts forward the point of utilizing event marketing on the condition of network. With the development of technology, the fast development of network has provided huge space and possibility for the development of event marketing. No matter if the network can take place of traditional media, successful cases of event marketing indicates that event marketing has begun to combine with the network media. As an auxiliary tool, network has become increasingly important. In view of the actual situation of our country, this part examines this phenomenon and tries to put forward the method of utilizing event marketing. As the further development of network and deeper understanding of event marketing on the part of enterprises, the event marketing in the condition of network will inevitably present a prosperous picture.