The Analysis Of Multinational Event-marketing’s Working Mechanism Based On The Contrast Of Successful And Failing Case

With the continuous development of economy, enterprises walk from the domestic market to international market in order to earn more economic interests, firms become the main body,lots of methods in marketing,and there are small input-output ratio,less interference,great effect of communication in multinational marketing’s characteristics,which enterprises favor,this paper try to fully understand the mechanism of international marketing,to know the meaning of every step of the mechanism,and by two cases which contrasted,conclude problems that enterprises should be careful of and the corresponding suggestions based on cases in the multinational marketing mechanism.This paper introduces the background and significance,the paper review,content and frame,methods and thinking,innovation and inadequate.The first chapter tells the concept of event marketing,on the basis of predecessors’ research,summed up the concept of international marketing,and summarizes its characteristics,and its related theory,including the theory of necklaces,IMC,intervention,word of mouth marketing and the economy of attention to explain the scientific nature,the rationality of the event marketing.The second chapter describes the operation mechanism,firstly,confirm the target of international event marketing:new product marketing and aged product market penetration,secondly,analyze the influence factors of international marketing,which considered mainly in the view of the macro,micro and internal,external,summarized the eight factors,including political factor,economic factor,cultural factor,legal factor,technological factor, competitors’ factor, medias’ factor and consumer’s factors.Thirdly,summarize the six marketing strategies.Fourthly,the control problem in the event marketing working mechanism.Finally,feedback the effect of multinational marketing events.The third chapter tells two cases,the successful case of SANY in the Japan disaster relief,the other is the IKEA(China) failing case of promotion,and analyze these cases’ reason. The fourth chapter tells that conclude the conclusion and provide the suggestion,according to two actual cases.