文章摘要
张扬,朱拴成.基于事件营销的科技期刊多元素融合营销策略.编辑学报,2012,24(4):358-360
基于事件营销的科技期刊多元素融合营销策略
Event marketing with multi-element integration for sci-tech journals
投稿时间:2012-01-22  修订日期:2012-01-22
DOI:
中文关键词: 科技期刊  事件营销  多元素  广告
英文关键词: sci-tech journal  event marketing  multi-element  advertising
基金项目:
作者单位
张扬 煤炭科学研究总院《煤炭科学技术》编辑部,100013,北京 
朱拴成 煤炭科学研究总院《煤炭科学技术》编辑部,100013,北京 
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中文摘要:
      针对科技期刊在广告经营中模式单一、营销方案老套、客户要求越来越高等问题,提出科技期刊应根据企业宣传和营销诉求等因素帮助企业策划事件营销,并在这个过程中向企业进行广告销售的营销策略。认为在事件营销过程中,科技期刊应尽可能融合较多的关联元素,使其相互影响,实现共赢。通过对多个营销案例的分析,证明融入多元素的事件营销是科技期刊行之有效的营销策略。
英文摘要:
      The paper is targeted at the problems of monotonous business pattern, old-fashioned marketing programs and the inability to meet the increasingly higher customer requirements in the advertising operation for sci-tech journals. We propose that sci-tech journals should help enterprises to plan event marketing according to the factors such as enterprise publicity and marketing demands, and sell the marketing strategies to enterprises in this process. In event marketing, sci-tech journals should integrate as much as possible a number of associated elements to influence each other and achieve a win-win cooperation. Through analysis of several marketing cases, it is suggested that the multi-element event marketing is an effective marketing strategy for sci-tech journals.
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