网络时代事件营销策略探析——以蜜雪冰城为例

• 作者： 郭文洁 ¹ 姚文 ¹
• 作者单位：
  1.  西南大学商贸学院
• 通讯作者： 姚文 
• 发布时间：2024-10-21

摘要: 近年来，事件营销以成本低、收效高的特点逐渐受到企业关注。事件营销应用策略体系的不健全及其高风险性，让众多企业对开展事件营销持观望态度。新媒体平台的发展以及公众话语权的提升，增加了企业进行事件营销的难度。本文以蜜雪冰城为例，运用案例分析法，对蜜雪冰城事件营销策略进行具体分析，并总结事件营销基本规律，探究网络时代事件营销的基本策略，为企业进行事件营销提供建议。

Abstract: In recent years, event marketing has gradually attracted the attention of enterprises with the characteristics of low cost and high efficiency. The inadequacy of the event marketing application strategy system and the high risk of event marketing make many enterprises hold a wait-and-see attitude towards event marketing. At the same time, the development of new media platforms and the enhancement of public discourse power have increased the diffi culty of event marketing for the enterprises.Taking MIXUE Ice Cream & Tea as an example, the paper employs the case analysis method to specifi cally analyze the event marketing strategy of MIXUE Ice Cream & Tea, summarizes the basic rules of event marketing, explores the basic strategies of event marketing in the Internet era, and provides suggestions for enterprises to carry out event marketing.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第7期
• 引用： PSSXiv:202410.01768 (或此版本 PSSXiv:202410.01768V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.07.066
  CSTR:32012.36.PSSXiv202410.01768
• 推荐引用方式： 郭文洁,姚文.网络时代事件营销策略探析——以蜜雪冰城为例.中国商论,2024(7).[DOI:10.19699/j.cnki.issn2096-0298.2024.07.066] (点此复制)