Media Event Marketing, Brand Research

Media event, through marketing activities to get all kinds of benefits has become China's media industry consensus, this is the request of the media market, but also the media adapt to the requirements of social development, given the public "voice" an important way.Media marketing is different from general business activities of the activities of marketing, media marketing activities of its characteristics. Media marketing activities that can achieve the purpose of marketing media, can also produce unique content for the media; media has a unique marketing activities of the news media marketing activities are highly participatory and interactive. The three characteristics of a media event marketing distinguishes it from other forms of media marketing the key, the media is the essential feature of marketing activities.Media events marketing a wide range, it is difficult to a certain standard in accordance with its classification, according to different standards can be divided into four categories, according to the time as the standard, can be divided into organizational, sudden and planning of marketing activities; Marketing activities by the media whether the additional cooperative enterprises, can be divided into additional marketing activities and the activities of a purely marketing; according to the content of activities, public welfare activities can be divided into marketing and commercial activities in marketing; according to state whether the survival of the media in Crisis can be divided into crisis and the marketing activities of the normal activities of marketing. According to the theory of communications, the media had "set agenda" the functions of media events can quickly create hot spots and Xing Fendian, to organize activities for effective marketing is an important means.Marketing activities of the media can play a wide range of effects, social benefits and economic benefits of the double-harvest or to defuse the crisis is the most significant of the two effects. In the media brand strategy difficult circumstances, the activity of the molding into a unique brand is of paramount importance, this is a breakthrough media brand strategy important breakthrough. Media events media brand different from other brands have the characteristics of the media activities in the media brand brand-level position in the structure of variability; media activities with the media brand among other brands is more cooperation and complementary relationship; special needs the attention of the media Brand to break through the media activities of the highest brand restrictions, a top brand with the media or even higher than tied for first-class brand, to come from the media, higher than the media, it is other media brands can not do.Brand is also a product that has its natural life cycle - the introduction period, growing, maturity and decline. A brand life cycle activities of the four stages of the development, nurture, protect and innovation. This continuity of four phases is not independent, but staggered, and at every stage of all other phases of the ingredients. To do a good job in brand building activities, the need for this work is divided into four stages of the links do, generally speaking, the media brand-building activities, including the design and planning brands and brand maintenance and update two areas, specifically , In addition to brand strategy decision-making, also includes five aspects of work, branded the decision-making, brand user decision-making, decision-making brand name, brand and brand maintenance update.Marketing activities by the media because the media brand influence of radiation and reports of resources to support, the accumulation of energy, access to the attention and concern, far higher than the general business activities organized. It will be the media capital chain, linked resources, the market chain and distribution chain, such as integration, the media can expand the scope of operation, can effectively promote and enhance the operation of the media, the media's survival and development of a decisive significance.Chinese media increasingly active marketing activities. Media events and activities organized marketing of the brand triggered a media culture of innovation and development. The media to promote the prosperity and development of the market, for the media to build a scientific and reasonable industrial chain, value chain. It is foreseeable that China's media activities will be toward large-scale marketing, brand, series, linked in the direction of development, will make greater achievements.