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对于广告主来说,目前在传播上面临着传播环境复杂,传播费用攀高的困境;同时在传统销售渠道也倍受挤压,竞品争夺激烈、驻店成本高昂等都成为企业挥之不去的烦恼。会议营销,相比于传统的传播与营销活动,具有成本低、影响力强、见效快的特点,能够有针对性地同时解决传播与销售的问题,一些企业将会议营销作为快速启动市场的工具,还有一些企业将会议营销作为传播企业形象的方式。但在与企业的接触中发现,无论企业应用会议营销的目的何在,企业更多只是将会议营销作为其营销手段之一。对于企业来说,会议营销效果有限,单纯采用会议营销,效果更有限。另一个现象是,采用会议营销的企业多集中于保健、医疗行业,以及科技含量较高的生产资料市场,应用行业的窄化,这也正是会议营销操作模式单一化的原因所在。可以肯定的是,会议营销的方式在我国还处于不成熟阶段,一些企业采取这种方式或是出于被动,或是出于跟风,甚至也出现了很多良莠不齐的操作手法。因此,如何防护当前会议营销的软肋,如何让更多的行业能够将会议营销拿来己用,是会议营销需要突破的两重门。
For advertisers, the current spread in the face of complex communication environment, spread the cost of climbing the plight of the same time in the traditional sales channels are also squeezed, competing products fierce competition, high cost of staying in the shops have become business lingering The troubles Compared with the traditional communication and marketing activities, conference marketing has the characteristics of low cost, strong influence and quick response, and can solve the problems of communication and sales in a targeted manner. Some enterprises use conference marketing as a tool to quickly start the market , There are some companies to conference marketing as a way to spread the corporate image. But in the contact with the enterprise found that no matter what the purpose of enterprise application conference marketing, business marketing conference more than just one of its marketing. For businesses, conference marketing effectiveness is limited, the use of conference marketing, the effect is more limited. Another phenomenon is that companies that use conference marketing are mostly concentrated in the health care and medical industries as well as the more scientific and technological production materials market and the narrowing of the application industry. This is exactly why the conference marketing mode of operation is unitized. To be sure, conference marketing is still immature in our country. Some enterprises adopt this method either because they are passive or follow the trend, and even have a lot of good and bad practices. Therefore, how to protect the weakness of the current conference marketing, how to make more industries can use the conference marketing, is the need to break the two-door conference marketing.