Analysis 'SARS crisis' typical strategy of Event Marketing.docx

Analysis'SARScrisis'typicalstrategyofEventMarketingAnalysisSAKScrisistypicalstrategyofEventMarketingIntheintegratedmarketingcommunicationtheoryandpractice,eventmarketing(Eventsmarketing)asapublicrelationscompanies,improveproductreputationandcorporateimageofanimportantmeanstousetheirunexpectedeventsincorrelationwiththeirownproducts,usingvariousaspectsofthemediaextensiveeducationandguidancetoachieveshort-termimprovementandlong-termeffectsofchangesinconsumerandmarkettheconceptofaccumulation,hasbeenappliedsuccessfully.EventMarketinggenerallyhasthefollowingcharacteristics:suddenness,andtimeisrunningout;marketopportunitiesforlarge;withawiderangeofconsumerShouzhongMian;ahighfrequencyofmediatohelpout;informationonthecomplexisnoteasytodistinguish.And98yearsofnaturaldisasterslikefloods,SARSpneumonia(SARS)asthebeginningofthisyearforthefirsttimeinGuangdongprovinceofinfectiousdiseases,andaffectsfromthecentraltotheheartsofordinarypeople,butalsoinspiredalargenumberofdomesticenterprises,especiallyitisthemedicalhealthcareproductscompaniesontheanti-SARSinWorldWarIIeventmarketing,corporatemarketingdifferencesalsobroughtadifferenteffect.1.ookingatthespecificmarketingstrategiesoftheseenterprisesandadvertisingfollowingseveralmeansofcommunicationgenerally,thefollowingstrategiesandmethodsforeachkindofanalysistoexplore:First,leveragingthepowerof:publicadvocacyforconsumereducationDuringtheSARSbusinessopportunilies,asthelevelofhealthcareproductsindustrysleadingYangshengtangcompaniesplanningtoseizethisopportunity,onApri123thefirstdonationtotheNationalMinistryofHealth,worth5millionyuantoimproveimmunitywithanewproductAdultvitamin;thesametimetosomeisolatedareasofhealthcareworkerscontributetotheirprofitsdonatedlargequantitiesproducts-Cheloniapill.tthesametime,television,newspapersandothermediaadvertisingtime,theYangshengtangarecloselylinkedtothispubliclicense,striveforallsectorsofsocietysupportandconfidenceofthewho1ecountrysmediaconsumereducationandconsumerperceptionhasledto,afterashortperiodWithinafewdaysofitsproductsthatenhanceimmunityTRAFFICgelproductshadbeensoldoutofsuppliesinHangzhou,itsnewproducts,vitaminsforadultsalsomadealargermarketshare,atthesametime,itreallyopenedthedomesticvitaminmarket,apreludetowar.Afterthisincident,domesticconsumerswillgraduallyincreasetheirdailyhealthawarenessandhealthyhabitswillgraduallydevelop,especiallyforvitaminC,awarenesswillbestrengthened,andforentryintothevitarninmarket,somecompanieswillundoubtedlysavealotAdvertisingcosts.IsknownasSinopharmtransmissionreputationastheChiaTaiPharmaceuticalGroupPresidentGenshengQingchunbaoHangzhouSixthPeoplesHospitaitodonatepiecesoftheiryouthanddual-PoPo-Su-productsforthemedicalandnursingstaffsteppedinIoimproveimmunity,hasbeeninexistencebyvirtueofitsspreadthegoodwordofmouth,youthtreasuretheshorttermincreasedsales.Enthusiasticinpublicwelfareundertakingshavebeenwel1-knownenterprisesHeartKGrouphasalsojoinedthebattleagainstatypicalpneumoniainthebattletotheHealthDepartmentofHubeiProvince,donated1.12milliontotheCDC,ZhejiangProvincedonated280,OOOyuanincreaseinthevalueofthehumanbodyimmunitytohigh-qualityproducts-HeartsKofBloodagent.Anduseofthispublicserviceactivitiesreceivedanumberofsoftnewsmediacoverageandspeculation,thecompanyhastimelyadjustmentofmarketingstrategy,quicklymadesomemarketresponse.Inaddition,HongKongGoldenSunGroup,31.epulp,etc.havealsotakentheformofdonationstopublicadvocacy.Thephenomenonisboundtohaveaveryunusualtime.TheworldssixthlargestpharmaceuticalcompanyRocheaftertheSARSspreadSARSiscausedbyrumorsofbirdflu,whilevigorouslypromotingitsgovernanceofbirdfluTamifluproducts,causinggreatresentmentofconsumersandsociety,inordertocarryoutthecrisispublicrelations,invitedthemediatohelpoutmorethanapublicapology,andnothesitatetoreplacethepresidentofChina,andeventuallywasonlysavedbysomeoftheirlosses,establishagoodimage.Inaddition,thecompanyjoinedtheranksofpublicservicestillhasalottypicallyisHolcyGroup,redhawk,HangzhouCigaretteFactoryisapurepublicgoodrepresentedbyprintads,toenhancecorporatebrandimageandreputationpurposes.Strategicpoints:1,accesstogovernmentandmedia,freeeducationandguidance;2toobtainthetrustofconsumersandaccesstotheauthorityofasensetoseizetheextraordinaryperiodofconsumerpsychologyplaceholder;3,reshapingmedicineandhealthproductsindustry,businessreputationandethicsmorality.Second,substitution:walkingafine1inehopetogetawayMeanwhile,inthisfiercecompetition,almosteverymedicineandheallhproductscompaniesare1ookingforandapplyingforwardtoworkingwithSARSrelevantcontent,miningproductstoraiseimmunityfromsicknessdemandpoint.1.ocatedintheprofessionalmarket,chiIdrensbloodgroupBcibeiCONBAhasraisedthebloodPotoimproveimmunity,strengtheningchildrenshealthlineofdefenseisoursharedresponsibilityslogan;Asthewomensbloodproductsmarket,secondcampstemmedredtoplayfoundrywomenandhealthyimmunedefensesdemandpoints:tothedemandsoftheBeijing-basedanti-agingroya1jellyreleasedalovelife,enhancetheimmunesystemfromstartinginitiativesandprintadsalmostimmunityaslongasthethereistheslightestrelationship,havetorelyonsomethinglikethatIfeelthisworldistoimprovehealthcareproductsallimmunity.Melatoninisalsoagoldenpartnertotakethisopportunitytofurtherstrengthentheconceptofvitamins,immunitytoimproveadvertising,whileuncharacteristicallystrategy,highlightingproductcost-effectiveprice,andhopedtodistancethemselvesfromthegeneralhealthcareproducts.Ofcourse,inthiskindofrequestisverygeneralized,andmodeofoperation,thecaseofextremehomogenizationofadvertisingeffectivenessthanthespeedofefficiency,whocanbethefirsttoseizetheconsumerseye,thefirsttimetoseizetheconsumerpsychologyaccountedforspacesandtheformationofamorestreaminedsupplychainsystem,whowillbefullofbusinessopportunitiesinthisbattletobecomethebiggestwinner,.tthesametime,insuchacrisismoment,thetestwi11bethecorporatesocialconscienceandbusinessethics,honestywillbeabattleofthisEventMarketingcanbeakeyfactorinthevictory.Anotherproblemisthefunctionofhealthcareproductsinside,almosteverycompanysproductshaveincreasedimmunefunctions,butonlyeffectsthesizeofthedifferenceinterminology.Therefore,thisisalotofcompaniesseemtograspa1.ife-savingstraw,usingtheincidenttoimproveimmunityconstantdemandsoflogicandIegitimatebasisforthehost.Atthesametime,manyfoodandbeveragecompaniesareengagedinthehealthinformation,suchas:WahahadrinkandadditionsmadeitspeacekeepingCtablettodefendhealth;itsWahahaadvocacytobuiIdaheallhyorganicgreentea,green1incoftheslogans.Strategicpoints:1,withthedemandsofhigh-frequencyreferencetoimproveshort-termsales;2,thepromotionofnewproductsandcreateahugemarketspaceandpracticalneeds.Third,playinghard:everysteptoletthemarketcreateasenseofhungerRussiaInthiscompetition,acasecannotbeignoredisthattheGuangdongKang-mancompanyBanlangentookonlyaweekstime,itcompleteditstwo-quartersalesmarketingmyth.Onthesurface,istheachievementofthisSRScasetheinevitableproductmarketingsuccess,butwestudythewholeprocessofview,itisaverycarefu1,cleverandrigorouscompositionisacombinationofpublicrelationsstrategy,team-basedstrategy,astrongcutintothemarketingstrategy,citinginsteadtheoutsourcingstrategy,wordofmouthcommunicationstrategies,productdifferentiationstrategy,keepitspricesdownstrategy,channelcontrolstrategies,marshalswanttheincentivestrategieswiththeformationofenergyrelease,becalledeventmarketingasamode1ofthe.Inaccordancewiththeeconomicsofsupplyanddemandtheory,Banlangenthereashortageofdemandandsupplyisaninevitableresult,buyersmarketandlow-profitera,thisisundoubtedlyarareopportunity,undernormalcircumstances,becauseofthebenefitsofthedrive,wi11beformedinshortsupply-prices-massproduction-inventorybacklogtrend.Asthemanufacturersandthegovernmentjointlycarryouttheregulationandcontrol,notonlyguaranteesthesupplyoftheproductwithouttheformationofthebacklogtoformabenigncirculationofthemarketsituation.Strategicpoints:one,tomaintainmarkettensionandpressureJieramarkethungryfeeling;2,integratedmarketingteam(includingthegovernment)thepowertoopenfullmarketpotential.Fourth,anotherway:advocatefortheconceptofbirthtonewmarketsChinesepeopleshealthandhealthconcerns,aswel1asalotofworkandlivinghabitswillbefosterednewideasandnewmarkets.Thereisademandmarketniche,whichisthelawofmarketing.Insuchextraordinarytimes,thereareral1ies,heldmeetingsandconferences,butcannotbetogether,when,howshould1do?ASaresult,newideashaveemerged-mobileconferenceroom,nofacetoface!ChinaMobiIetoseizetheopportunity,firsttointroducetheconceptofmovingthemeetingandproducts,canbesaidtoseizetheopportunitiesunlimited.ThisisalsoverifiedKotlersclassicsentiment:marketingfirstandforemostakindofideasandconcepts.Coincidentally,oneoftheelectriccardealerspurchase1.uyuanelectriccars,butalsoyourhealth1ife,ridingbicycles,electriccarshasnowbecomeasymbolofhealthandsafety,nodoubtalsoforthemanufacturerstoprovideanewpromotionalsellingpoint,saidthatthistime,thecarsoldprettygood.Slightlypoints:one,usingimitationandinnovationtoachievefirst-moveradvantage：twoproposedaffectpeoplesbuyingbehaviorandbuyingpatternspeoplesideas.5,matchup:sentimentalpromotiontopuniversityIntheencltheincreasinglycompetitivecircumstances,thepromotionofenergyreleasediswidelyrecognized.InthistheSARScase,disinfectant,hand-washing1iquid,cleaning1iquid,disinfectingalcoholandotherproductsonthemarketoncetothepointcannotbuy.Manymanufacturershaveseenthishiddeninsidethetricky,havehitchesaridepromotionalbanner,bustling.Suchas:purchaseofVantageVantageGrouphasintroducedcleaningliquiddisinfectionproductdeliveryactivities;ShenzhenGOMEisbeexposedatypicalpromotion-buyingpower,tosendGreeadisguisedformoflargepricereductionpromotion;evenfurniture-chengIncarryingouttobuyfurniture,getyourhealthportfol100fadvertising,itshealthportfolioincludesanumberofsanitaryware,detergents,cleaningfluids,etc.;AlthoughthegovernmentandthemediaenterprisesintheSARSperiodinthecommercialpromotionalactivitiestoregulateandcontrol,marketcompetitiontomaintaingoodorderandtheenvironment,buttheprofit-driven,orallowenterprisestoflocktothecaseinthefleetingopportunitytogetpursuitofcorporateprofitsisalwaysthefirstprerequisite.Strategicpoints:1,justrighttomeetthepracticalneedsofconsumers;2toenhanceva1uetotheirproductstoincreasethecustomerdeliveredvalueofthepsychologicalsense.6,reversetheline:everyoneisdrunkandIaloneamsoberTalkingabouttheSRSmerementionoftheperiod,thisyear51GoldenWeekforthefirsttimeencounteredthecoldofwinter,thetourismindustryperformeddismally,somehotelsclosed,placesofentertainmentc1oscdowntrim.Insuchcircumstances,thereisstillpartofthefoodserviceindustryhasdoneabang,noteventurnoverworsethanusual.Somerestaurantinordertoallowconsumerstodrinkteaandrestassured,wi11betheusualcakesandsweetmeatsunlimitedpromotionsofcakesandsweetmeatstoreplacetheoriginalself-helpapproach;someofthehotelatthistimeintheserviceisveryhard,tokeepputtingconsumerconfidenceinhealthservicesinitiative,theultimatebandthedoortothecustomerwelcomesight.Somemaybeinastateofloss,buthasbeenlefttotheconsumerisnotjustasimpleservice,butrathercateringservicesconsumersfirst,ineverypossiblewayareflectionofthespiritualconnotation.Justthink,oneintheextraordinarytimesareabletoprovidethebestqualityservicestotheenterpriseIsnotworthyofourtrustandsupport?So,theygetagoodreputationandwillbelong-termcustomerloyalty.Acarefulanalysis,thereareseveralpointsworthconsidering:First,consumerpanicandpsychologicalpressurethanSARSitselfismoreterrible,themajorityofconsumerspendingisexpectedtodecline;2thereisalargepartoftheConsumerhaveaverystrongdemand,hutlackthecouragetotakerisks;thirdbusinessownersmanagementphiIosophyandmentalitywillplayalargeroletograspbusinessopportunities,buthowtoeliminatethisconcernisanimportantfactortoachievemarketingsuccess.Strategicpoints:1,marketopportunities,thewaterlikeasponge,aslongasyouarewillingtosqueezein,andwillalwaysbethere;2,peoplehavemehave,peoplehavemyexcellentistheeternalthemeofmarketingcompetition.Wheneverpossible,differencesinthenatureofmarketingarethesame.Theprocessofmarketingtheeventisalsoanintegralpartofthesystem,despitethestrategiesandmeansofexpressiontherearedifferences,buttheemphasisonthecharacteristicsofeffectiveandrapidresponseisindeedconsistent,whichiskeytoitssuccess,butalsoatestofarapidlychangingbusinessmarketenvironment,adaptabilitytoamajormarketingproposition.