Research On Communication Strategy Of Event Marketing For Private Products

Private products are in great demand in China,and are closely related to people's daily life.However,due to its special use method and value,its marketing activities have not been widely carried out in traditional media with strong publicity.With the rise of internet technology,all kinds of private products take the network as the platform,through borrowing hot events or creating theme activities,to promote their own brand marketing,including many classic cases.The information explosion caused by economic and social development makes all kinds of brands regard consumers' attention as scarce resources in the marketing battle.Event marketing is being paid more and more attention to by more and more enterprises with its unique advantages.however,many enterprises in the event marketing due to the lack of correlation,poor continuity,scale control and other reasons,can not reflect the advantages of event marketing,what's more,self-defeating,reduce the brand reputation.Therefore,this paper chooses the private product,which once had many marketing restrictions,as the research object,through the analysis of the private product in the event marketing strategy,to provide reference for other brand marketing promotion.With the opening of social concepts and the promotion of people's awareness of disease prevention," condom" has become a common use of private goods,China's current condom brand has been in more than 1000,as one of the world's four largest condom sales market,in the next few years,condom brand market competition will be very fierce,the promotion and marketing of products will play a very important role in occupying the market.Durex as a famous brand of contraceptive products,in its years of development and exploration of innovative marketing thinking and ways,creating many classic marketing cases,its borrowing skills for hot events and unique copywriting style not only set up their own unique brand image,but also for private products and other brands to provide a reference for the marketing promotion.Therefore,this paper studies Durex,a representative private product brand,in order to make a theoretical reference for the marketing promotion of other brands.According to the relevant theories of communication and advertising,this paper takes the contents of Durex's official micro blog and Wechat as reference,analyzes several event categories and publicity methods often selected by Durex during the event marketing from 2014 to the first half of 2017,summarizes the changes ofDurex's brand image and the characteristics of event marketing in recent years,and draws the following conclusions:1.event marketing should manage events well at different stages,pay attention to the interaction with consumers while carefully selecting events,and use the network and consumers themselves to share information.Second,enterprises can use with their own brand has the relevance of public welfare events to improve reputation.Third,the brand should be integrated marketing thinking through the whole process of event marketing,on the other hand,the event marketing "point" constitutes the "face" of integrated marketing.Four,brand can try virtual event marketing,overcome the barriers of communication space.Finally,this paper constructs the communication path diagram of event marketing in three stages:pre-planning,mid-term promotion and post-maintenance,and puts forward the idea of future development of event marketing based on the current big data background.