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

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1、AnalysisSARScrisistypicalstrategyofEventMarketingAnalysisSAKScrisistypicalstrategyofEventMarketingIntheintegratedmarketingcommunicationtheoryandpractice,eventmarketing(Eventsmarketing)asapublicrelationscompanies,improveproductreputationandcorporateimageofanimportantmeanstousetheirunexpectedeventsinc

2、orrelationwiththeirownproducts,usingvariousaspectsofthemediaextensiveeducationandguidancetoachieveshort-termimprovementandlong-termeffectsofchangesinconsumerandmarkettheconceptofaccumulation,hasbeenappliedsuccessfully.EventMarketinggenerallyhasthefollowingcharacteristics:suddenness,andtimeisrunningo

3、ut;marketopportunitiesforlarge;withawiderangeofconsumerShouzhongMian;ahighfrequencyofmediatohelpout;informationonthecomplexisnoteasytodistinguish.And98yearsofnaturaldisasterslikefloods,SARSpneumonia(SARS)asthebeginningofthisyearforthefirsttimeinGuangdongprovinceofinfectiousdiseases,andaffectsfromthe

4、centraltotheheartsofordinarypeople,butalsoinspiredalargenumberofdomesticenterprises,especiallyitisthemedicalhealthcareproductscompaniesontheanti-SARSinWorldWarIIeventmarketing,corporatemarketingdifferencesalsobroughtadifferenteffect.1.ookingatthespecificmarketingstrategiesoftheseenterprisesandadvert

5、isingfollowingseveralmeansofcommunicationgenerally,thefollowingstrategiesandmethodsforeachkindofanalysistoexplore:First,leveragingthepowerof:publicadvocacyforconsumereducationDuringtheSARSbusinessopportunilies,asthelevelofhealthcareproductsindustrysleadingYangshengtangcompaniesplanningtoseizethisopp

6、ortunity,onApri123thefirstdonationtotheNationalMinistryofHealth,worth5millionyuantoimproveimmunitywithanewproductAdultvitamin;thesametimetosomeisolatedareasofhealthcareworkerscontributetotheirprofitsdonatedlargequantitiesproducts-Cheloniapill.tthesametime,television,newspapersandothermediaadvertisin

7、gtime,theYangshengtangarecloselylinkedtothispubliclicense,striveforallsectorsofsocietysupportandconfidenceofthewho1ecountrysmediaconsumereducationandconsumerperceptionhasledto,afterashortperiodWithinafewdaysofitsproductsthatenhanceimmunityTRAFFICgelproductshadbeensoldoutofsuppliesinHangzhou,itsnewpr

8、oducts,vitaminsforadultsalsomadealargermarketshare,atthesametime,itreallyopenedthedomesticvitaminmarket,apreludetowar.Afterthisincident,domesticconsumerswillgraduallyincreasetheirdailyhealthawarenessandhealthyhabitswillgraduallydevelop,especiallyforvitaminC,awarenesswillbestrengthened,andforentryint

9、othevitarninmarket,somecompanieswillundoubtedlysavealotAdvertisingcosts.IsknownasSinopharmtransmissionreputationastheChiaTaiPharmaceuticalGroupPresidentGenshengQingchunbaoHangzhouSixthPeoplesHospitaitodonatepiecesoftheiryouthanddual-PoPo-Su-productsforthemedicalandnursingstaffsteppedinIoimproveimmun

10、ity,hasbeeninexistencebyvirtueofitsspreadthegoodwordofmouth,youthtreasuretheshorttermincreasedsales.Enthusiasticinpublicwelfareundertakingshavebeenwel1-knownenterprisesHeartKGrouphasalsojoinedthebattleagainstatypicalpneumoniainthebattletotheHealthDepartmentofHubeiProvince,donated1.12milliontotheCDC,

11、ZhejiangProvincedonated280,OOOyuanincreaseinthevalueofthehumanbodyimmunitytohigh-qualityproducts-HeartsKofBloodagent.Anduseofthispublicserviceactivitiesreceivedanumberofsoftnewsmediacoverageandspeculation,thecompanyhastimelyadjustmentofmarketingstrategy,quicklymadesomemarketresponse.Inaddition,HongK

12、ongGoldenSunGroup,31.epulp,etc.havealsotakentheformofdonationstopublicadvocacy.Thephenomenonisboundtohaveaveryunusualtime.TheworldssixthlargestpharmaceuticalcompanyRocheaftertheSARSspreadSARSiscausedbyrumorsofbirdflu,whilevigorouslypromotingitsgovernanceofbirdfluTamifluproducts,causinggreatresentmen

13、tofconsumersandsociety,inordertocarryoutthecrisispublicrelations,invitedthemediatohelpoutmorethanapublicapology,andnothesitatetoreplacethepresidentofChina,andeventuallywasonlysavedbysomeoftheirlosses,establishagoodimage.Inaddition,thecompanyjoinedtheranksofpublicservicestillhasalottypicallyisHolcyGr

14、oup,redhawk,HangzhouCigaretteFactoryisapurepublicgoodrepresentedbyprintads,toenhancecorporatebrandimageandreputationpurposes.Strategicpoints:1,accesstogovernmentandmedia,freeeducationandguidance;2toobtainthetrustofconsumersandaccesstotheauthorityofasensetoseizetheextraordinaryperiodofconsumerpsychol

15、ogyplaceholder;3,reshapingmedicineandhealthproductsindustry,businessreputationandethicsmorality.Second,substitution:walkingafine1inehopetogetawayMeanwhile,inthisfiercecompetition,almosteverymedicineandheallhproductscompaniesare1ookingforandapplyingforwardtoworkingwithSARSrelevantcontent,miningproduc

16、tstoraiseimmunityfromsicknessdemandpoint.1.ocatedintheprofessionalmarket,chiIdrensbloodgroupBcibeiCONBAhasraisedthebloodPotoimproveimmunity,strengtheningchildrenshealthlineofdefenseisoursharedresponsibilityslogan;Asthewomensbloodproductsmarket,secondcampstemmedredtoplayfoundrywomenandhealthyimmunede

17、fensesdemandpoints:tothedemandsoftheBeijing-basedanti-agingroya1jellyreleasedalovelife,enhancetheimmunesystemfromstartinginitiativesandprintadsalmostimmunityaslongasthethereistheslightestrelationship,havetorelyonsomethinglikethatIfeelthisworldistoimprovehealthcareproductsallimmunity.Melatoninisalsoa

18、goldenpartnertotakethisopportunitytofurtherstrengthentheconceptofvitamins,immunitytoimproveadvertising,whileuncharacteristicallystrategy,highlightingproductcost-effectiveprice,andhopedtodistancethemselvesfromthegeneralhealthcareproducts.Ofcourse,inthiskindofrequestisverygeneralized,andmodeofoperatio

19、n,thecaseofextremehomogenizationofadvertisingeffectivenessthanthespeedofefficiency,whocanbethefirsttoseizetheconsumerseye,thefirsttimetoseizetheconsumerpsychologyaccountedforspacesandtheformationofamorestreaminedsupplychainsystem,whowillbefullofbusinessopportunitiesinthisbattletobecomethebiggestwinn

20、er,.tthesametime,insuchacrisismoment,thetestwi11bethecorporatesocialconscienceandbusinessethics,honestywillbeabattleofthisEventMarketingcanbeakeyfactorinthevictory.Anotherproblemisthefunctionofhealthcareproductsinside,almosteverycompanysproductshaveincreasedimmunefunctions,butonlyeffectsthesizeofthe

21、differenceinterminology.Therefore,thisisalotofcompaniesseemtograspa1.ife-savingstraw,usingtheincidenttoimproveimmunityconstantdemandsoflogicandIegitimatebasisforthehost.Atthesametime,manyfoodandbeveragecompaniesareengagedinthehealthinformation,suchas:WahahadrinkandadditionsmadeitspeacekeepingCtablet

22、todefendhealth;itsWahahaadvocacytobuiIdaheallhyorganicgreentea,green1incoftheslogans.Strategicpoints:1,withthedemandsofhigh-frequencyreferencetoimproveshort-termsales;2,thepromotionofnewproductsandcreateahugemarketspaceandpracticalneeds.Third,playinghard:everysteptoletthemarketcreateasenseofhungerRu

23、ssiaInthiscompetition,acasecannotbeignoredisthattheGuangdongKang-mancompanyBanlangentookonlyaweekstime,itcompleteditstwo-quartersalesmarketingmyth.Onthesurface,istheachievementofthisSRScasetheinevitableproductmarketingsuccess,butwestudythewholeprocessofview,itisaverycarefu1,cleverandrigorouscomposit

24、ionisacombinationofpublicrelationsstrategy,team-basedstrategy,astrongcutintothemarketingstrategy,citinginsteadtheoutsourcingstrategy,wordofmouthcommunicationstrategies,productdifferentiationstrategy,keepitspricesdownstrategy,channelcontrolstrategies,marshalswanttheincentivestrategieswiththeformation

25、ofenergyrelease,becalledeventmarketingasamode1ofthe.Inaccordancewiththeeconomicsofsupplyanddemandtheory,Banlangenthereashortageofdemandandsupplyisaninevitableresult,buyersmarketandlow-profitera,thisisundoubtedlyarareopportunity,undernormalcircumstances,becauseofthebenefitsofthedrive,wi11beformedinsh

26、ortsupply-prices-massproduction-inventorybacklogtrend.Asthemanufacturersandthegovernmentjointlycarryouttheregulationandcontrol,notonlyguaranteesthesupplyoftheproductwithouttheformationofthebacklogtoformabenigncirculationofthemarketsituation.Strategicpoints:one,tomaintainmarkettensionandpressureJiera

27、markethungryfeeling;2,integratedmarketingteam(includingthegovernment)thepowertoopenfullmarketpotential.Fourth,anotherway:advocatefortheconceptofbirthtonewmarketsChinesepeopleshealthandhealthconcerns,aswel1asalotofworkandlivinghabitswillbefosterednewideasandnewmarkets.Thereisademandmarketniche,whichi

28、sthelawofmarketing.Insuchextraordinarytimes,thereareral1ies,heldmeetingsandconferences,butcannotbetogether,when,howshould1do?ASaresult,newideashaveemerged-mobileconferenceroom,nofacetoface!ChinaMobiIetoseizetheopportunity,firsttointroducetheconceptofmovingthemeetingandproducts,canbesaidtoseizetheopp

29、ortunitiesunlimited.ThisisalsoverifiedKotlersclassicsentiment:marketingfirstandforemostakindofideasandconcepts.Coincidentally,oneoftheelectriccardealerspurchase1.uyuanelectriccars,butalsoyourhealth1ife,ridingbicycles,electriccarshasnowbecomeasymbolofhealthandsafety,nodoubtalsoforthemanufacturerstopr

30、ovideanewpromotionalsellingpoint,saidthatthistime,thecarsoldprettygood.Slightlypoints:one,usingimitationandinnovationtoachievefirst-moveradvantage：twoproposedaffectpeoplesbuyingbehaviorandbuyingpatternspeoplesideas.5,matchup:sentimentalpromotiontopuniversityIntheencltheincreasinglycompetitivecircums

31、tances,thepromotionofenergyreleasediswidelyrecognized.InthistheSARScase,disinfectant,hand-washing1iquid,cleaning1iquid,disinfectingalcoholandotherproductsonthemarketoncetothepointcannotbuy.Manymanufacturershaveseenthishiddeninsidethetricky,havehitchesaridepromotionalbanner,bustling.Suchas:purchaseof

32、VantageVantageGrouphasintroducedcleaningliquiddisinfectionproductdeliveryactivities;ShenzhenGOMEisbeexposedatypicalpromotion-buyingpower,tosendGreeadisguisedformoflargepricereductionpromotion;evenfurniture-chengIncarryingouttobuyfurniture,getyourhealthportfol100fadvertising,itshealthportfolioinclude

33、sanumberofsanitaryware,detergents,cleaningfluids,etc.;AlthoughthegovernmentandthemediaenterprisesintheSARSperiodinthecommercialpromotionalactivitiestoregulateandcontrol,marketcompetitiontomaintaingoodorderandtheenvironment,buttheprofit-driven,orallowenterprisestoflocktothecaseinthefleetingopportunit

34、ytogetpursuitofcorporateprofitsisalwaysthefirstprerequisite.Strategicpoints:1,justrighttomeetthepracticalneedsofconsumers;2toenhanceva1uetotheirproductstoincreasethecustomerdeliveredvalueofthepsychologicalsense.6,reversetheline:everyoneisdrunkandIaloneamsoberTalkingabouttheSRSmerementionoftheperiod,

35、thisyear51GoldenWeekforthefirsttimeencounteredthecoldofwinter,thetourismindustryperformeddismally,somehotelsclosed,placesofentertainmentc1oscdowntrim.Insuchcircumstances,thereisstillpartofthefoodserviceindustryhasdoneabang,noteventurnoverworsethanusual.Somerestaurantinordertoallowconsumerstodrinktea

36、andrestassured,wi11betheusualcakesandsweetmeatsunlimitedpromotionsofcakesandsweetmeatstoreplacetheoriginalself-helpapproach;someofthehotelatthistimeintheserviceisveryhard,tokeepputtingconsumerconfidenceinhealthservicesinitiative,theultimatebandthedoortothecustomerwelcomesight.Somemaybeinastateofloss

37、,buthasbeenlefttotheconsumerisnotjustasimpleservice,butrathercateringservicesconsumersfirst,ineverypossiblewayareflectionofthespiritualconnotation.Justthink,oneintheextraordinarytimesareabletoprovidethebestqualityservicestotheenterpriseIsnotworthyofourtrustandsupport?So,theygetagoodreputationandwill

38、belong-termcustomerloyalty.Acarefulanalysis,thereareseveralpointsworthconsidering:First,consumerpanicandpsychologicalpressurethanSARSitselfismoreterrible,themajorityofconsumerspendingisexpectedtodecline;2thereisalargepartoftheConsumerhaveaverystrongdemand,hutlackthecouragetotakerisks;thirdbusinessow

39、nersmanagementphiIosophyandmentalitywillplayalargeroletograspbusinessopportunities,buthowtoeliminatethisconcernisanimportantfactortoachievemarketingsuccess.Strategicpoints:1,marketopportunities,thewaterlikeasponge,aslongasyouarewillingtosqueezein,andwillalwaysbethere;2,peoplehavemehave,peoplehavemye

40、xcellentistheeternalthemeofmarketingcompetition.Wheneverpossible,differencesinthenatureofmarketingarethesame.Theprocessofmarketingtheeventisalsoanintegralpartofthesystem,despitethestrategiesandmeansofexpressiontherearedifferences,buttheemphasisonthecharacteristicsofeffectiveandrapidresponseisindeedconsistent,whichiskeytoitssuccess,butalsoatestofarapidlychangingbusinessmarketenvironment,adaptabilitytoamajormarketingproposition.