营销活动活动营销英文里叫做Marketing activities,国内有人把他直译为“营销”，其实并不准确。所谓的活动营销是指企业通过介入重大的社会活动或整合有效的资源策划大型活动而迅速提高企业及其品牌知名度、美誉度和影响力，促进产品销售的一种营销方式。

简单地说，活动营销是围绕活动而展开的营销，以活动为载体，使企业获得品牌的提升或是销量的增长。

活动营销意义

Marketing activities are called marketing activities in English. Some people in China translate it literally as "marketing", which is not accurate. The so-called activity marketing refers to a kind of marketing method that enterprises rapidly improve their brand awareness, reputation and influence and promote product sales by intervening in major social activities or integrating effective resources to plan large-scale activities.

Simply put, activity marketing is a marketing around activities, which takes activities as the carrier to make enterprises get brand promotion or sales growth.

Significance of Activity Marketing

1、提升品牌的影响力

一个好的活动营销不仅能够吸引消费者的注意力，还能够传递出品牌的核心价值，进而提升品牌的影响力。那么，如何让品牌的核心价值为消费者所认同呢?-全球品牌网-关键就是要将品牌核心价值融入到活动营销的主题里面，让消费者接触活动营销时，自然而然地受到品牌核心价值的感染，并引起消费者的情感共鸣，进而提升品牌的影响力。

2、提升消费者的忠诚度

活动营销专为消费者互动参与打造的活动，活动对消费者的参与和大众的关注，产品和品牌形象深度影响了消费者，更能够提升消费者对品牌的美誉度，进而提升消费者的忠诚度。

3、吸引媒体的关注度

活动营销是近年来国内外十分流行的一种公关传播与市场推广手段，集新闻效应、广告效应、公共关系、形象传播、客户关系于一体，并为新产品推介、品牌展示创造机会，建立品牌识别和品牌定位，形成一种快速提升品牌知名度与美誉度的营销手段。20世纪90年代后期，互联网的飞速发展给活动营销带来了巨大契机。通过网络，一个事件或者一个话题可以更轻松地进行传播和引起关注，成功的活动营销案例开始大量出现。 [1]  

活动营销活动营销价值

1．吸引增量广告

在房地产市场上，媒体广告可以分为两类，一类是常规广告，一类是增量广告。前者一般是被发展商列入楼盘营销推广计划之中肯定按计划投放的广告，后者是计划之外、额外增加的广告投放，通俗点说就是可做可不做的广告。在一个成熟的、竞争激烈的市场中，常规广告已经不能满足媒体经营目标的增长，此时，通过活动营销开发市场增量广告，必然成为媒体经营中的新思路。

简单分析一下便可以发现，常规广告往往是单纯的销售广告，刊登出的内容是楼盘基本信息，主要卖点；而用活动营销带来的增量广告中，销售是一种诉求，但更多的是一种形象宣传、个性卖点的推广。两种形式的广告内容构成了完整的房地产广告市场。

2．创造并独占新闻资源

媒体独家策划的活动往往是媒体的独家新闻富矿。如2002年，深圳特区报提出的“终极置业”推广活动，因为题材新颖，概念独特，一经推出不仅在深圳如火如荼地展开，北京、上海、沈阳、长沙、贵阳、长春、成都等各大城市，也都纷纷举起了“终极置业”的大旗，掀起了一股声势浩大、影响深远的“终极置业”大潮，而特区报更成为概念的源点，源源不断向外输出新闻资源。

3．提升客户依赖度和忠诚度。

为客户量身订造的活动使得楼盘报纸版面成为发展商推广开发理念的专用平台，强大的新闻配合加之广告宣传能够使得发展商的楼盘成为市场的“第一阅读”，从而达到推广营销的目的。而这一切必须是在主流媒体活动营销的前提之下才能够形成的，为了达到这样的目的，发展商对主流媒体的忠诚度和依赖性一定会是越来越强。

4．价格套餐争夺市场

现在，媒体市场竞争越来越激烈，除了比发行量、比版面、比广告受众、比广告服务之外，价格也成为媒体竞争的利器。说它是“利器”，是因为一味地进行价格竞争肯定会陷入“价格战”的恶性循环，其结果只能是几败俱伤；而适当的价格诱惑能够攫取更大的市场份额，各个媒体在经营中又不得不为之。

通过活动推出活动套餐价，比正常广告有一定的优惠折扣，但又不会冲击整个价格体系，同时争取到了更多的广告。另外优惠套餐价，往往是捆绑销售，批发版面，薄利多销，在一定时期内锁定了发展商的广告投入，掌握了他们的推广节奏。

活动营销活动营销分类

1. Improving brand influence

A good activity marketing can not only attract the attention of consumers, but also convey the core value of the brand, thereby enhancing the brand's influence. Then, how to make the core value of the brand recognized by consumers? - Global Brand Network - The key is to integrate the core value of the brand into the theme of activity marketing, so that consumers will naturally be infected by the core value of the brand when they contact the activity marketing, and arouse the emotional resonance of consumers, thereby enhancing the influence of the brand.

2. Improving Consumer Loyalty

Activity marketing is designed for the interactive participation of consumers. Activities focus on the participation of consumers and the attention of the public. Products and brand image have a profound impact on consumers. It can enhance the reputation of consumers to brand, and then enhance the loyalty of consumers.

3. Attracting Media Attention

Activity marketing is a popular means of public relations communication and marketing promotion at home and abroad in recent years. It integrates news effect, advertising effect, public relations, image communication and customer relationship, creates opportunities for new product promotion and brand display, establishes brand identification and brand positioning, and forms a marketing means to rapidly enhance brand awareness and reputation. In the late 1990s, the rapid development of the Internet brought great opportunities to activity marketing. Through the network, an event or a topic can be more easily disseminated and attracted attention. Successful activities marketing cases began to appear in large numbers. [1]

Marketing Value of Activity Marketing Activities

1. Attracting Incremental Advertising

In the real estate market, media advertising can be divided into two categories: conventional advertising and incremental advertising. The former is generally included by developers in the real estate marketing promotion plan, which is sure to be put into the advertisement according to the plan, while the latter is an additional advertisement beyond the plan. Popularly speaking, it can be done or not. In a mature and competitive market, conventional advertising can no longer meet the growth of media business objectives. At this time, the development of market incremental advertising through activity marketing will inevitably become a new way of thinking in media business.

A simple analysis shows that regular advertisements are usually simple sales advertisements, which publish basic information of real estate and main selling points. In incremental advertisements brought by activity marketing, sales is a kind of appeal, but more is a kind of promotion of image publicity and personality selling points. Two forms of advertising content constitute a complete real estate advertising market.

2. Create and monopolize news resources

The activities planned exclusively by the media are often rich in exclusive news of the media. For example, in 2002, Shenzhen Special Economic Zone Newspaper put forward the "ultimate real estate" promotion activities, because the theme is novel and the concept is unique, once launched, not only in Shenzhen in full swing, Beijing, Shanghai, Shenyang, Changsha, Guiyang, Changchun, Chengdu and other major cities, have also raised the banner of "ultimate real estate" and set off a huge, far-reaching "ultimate real estate". The tide, and the Special Economic Zone newspaper has become the source of the concept, constantly exporting news resources.

3. Enhance customer dependence and loyalty.

Customer-tailored activities make the layout of real estate newspapers a special platform for developers to promote development ideas. Strong news cooperation and advertising can make the developer's real estate become the "first reading" of the market, so as to achieve the purpose of marketing promotion. In order to achieve this goal, the developer's loyalty and dependence on the mainstream media will become stronger and stronger.

4. Competition for market for price packages

Nowadays, the competition in the media market is becoming more and more fierce. In addition to the specific circulation, the comparative layout, the comparative advertising audience and the comparative advertising service, the price has also become a sharp weapon in the media competition. It is a "sharp weapon", because blindly competing in price will surely fall into a vicious circle of "price war", and the result will only be a few losers; and the appropriate price temptation can grab a larger market share, which various media have to do in their business.

Through the campaign, the price of the packaged meals is more favorable than that of the normal advertisements, but it will not impact the whole price system, and win more advertisements at the same time. In addition, preferential package prices, often bundled sales, wholesale layout, small profits and high sales, lock in the development of advertising investment in a certain period of time, master their promotion rhythm.

Marketing Classification of Activity Marketing Activities

1．按概念推广

概念是注意力经济下的产物，是媒体经济某阶段情态的反映，目的是借助概念的原有高度，踏板弹跳，迅速吸引眼球，实现最大化、最快速、最深度的传播效果。

对概念的设计要有一些起码要求和一些直接的判断标准。概念的设计首先要有“三度”，市场的新鲜度、社会学的高度和项目的关联度。新鲜度是为了抓眼球，高度是为了发挥空间的增大，关联度是为了提高回报率。

近年来，深圳特区报按概念推广的活动有教育地产、运动地产、健康地产、新都市、新郊居、景观地产、高尔夫地产……多达数十个主题概念推广。

2．按片区推广媒体的视角不同于发展商，它能以更长远、更宽广的视角进行地产营销推广。片区推广正是媒体进行活动营销的优势所在。

罗湖“山水居家”、盐田“黄金海岸”、福田“中心西区”、南山“后海生活”等由发展商、中介和媒体共同炮制的大区域概念，无不迅速被市场认可。例如滨海大道开通后推出的“后海”生活片区，物业档次一路走高，较以往价格水平整体上扬10%左右。

3．按物业类型推广

这个角度比较直接，大盘、小户型、豪宅、别墅、商铺、写字楼……各种不同类型的物业进行集中推广，好处是针对性很强。

1. Promotion by concept

Concept is the product of attention economy and the reflection of the state of media economy at a certain stage. The purpose of concept is to quickly attract attention and achieve the maximum, fastest and deepest communication effect with the help of its original height, pedal bouncing.

There are some minimum requirements and some direct criteria for the design of concepts. The design of concepts should first have "three degrees", the freshness of the market, the height of sociology and the relevance of the project. Freshness is to catch the eye, height is to increase space, relevance is to improve the rate of return.

In recent years, Shenzhen Special Economic Zone newspaper's conceptual promotion activities include educational real estate, sports real estate, healthy real estate, new city, new suburban residence, landscape real estate, golf real estate... Up to dozens of thematic concepts have been promoted.

2. According to the perspective of the area promotion media is different from the developer, it can carry out real estate marketing promotion in a longer and broader perspective. Block promotion is the advantage of media in activity marketing.

The concepts of "landscape home" in Luohu, "golden coast" in Yantian, "central western district" in Futian, and "Houhai life" in Nanshan, which are concocted by developers, intermediaries and media, have been rapidly recognized by the market. For example, after the opening of Binhai Avenue, "Houhai" living area, the property grade has been rising all the way, which is about 10% higher than the previous price level as a whole.

3. Promotion according to property type

This angle is more direct, large market, small apartments, luxury houses, villas, shops, office buildings... The advantage of centralized promotion of various types of property is that it has strong pertinence.