이벤트가 기업 프로모션에 미치는 복합적 효과에 대한 연구 : 박카스 대학생 국토대장정을 중심으로
Study on Complex Effects Influencing Enterprise Promotion By Event
이벤트 기업프로모션 프로모션 브랜드마케팅;
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Why do enterprises perform events? Many enterprise now perform events. Because they perform events as a means to achieve specific marketing goals targeted by enterprises through events. In the long run, the events of enterprises as a means to achieve obvious marketing goals has a existent value. But compared to these actively performed events, we can address that the study of the analysis and research field is still in a insufficient condition concerning its quality and quantity. In particular, as the core of the study on enterprise events the study on effects acquired by enterprises through the performance of complete and detailed case study and the event performance must be required.But all of these two sections have few case study and the analysis of effective aspects influencing enterprises is in very weak conditions. In these conditions, this study is going to prove complex effects acquired by enterprises through events through the case study and analysis. The most important thing in the case study of enterprise events as the stud assignment is meaningfulness of analysis cases and methodological propriety of the case analysis. In this study, the enterprise event taken as the study subject for the case analysis is 'University Student Territorial Long Journey' of Bakas of Dong A Pharmaceutical Co., Ltd. Since the first performance in 1998, the 'University Territorial Long Journey' which have been consecutively performed to the 7th round is evaluated by many people as a successful event and was a subject fragmentarily handled by many treatises. it is a unsatisfactory case in some points because the deep case analysis was not performed and the inspection for the effective parts of events was not made. This stud tries to make a detailed analysis by the 5 step's case analysis frame according to researcher's development for corresponding cases. In addition, various effects which can be achieved by enterprise's events through the acquisition effect analysis structure of 6 type events are examined. The analyses of event effects are 6 types as following. 1.Direct effect given by events, 2.Communication effect of event, 3. Sale promotion effect, 4. Far-reaching effect, 5. Publicity effect, 6. Intensive effect. In addition, events proved to have their effects in the brand marketing section which have been drawing high interest.100In conclusion, events are the core strategic tool for the marketing promotion development of enterprises and enterprises can expect complex acquisition effects over marketing promotion so that it is expected that consideration for various and complex effects of events to plan and perform events of the enterprises in the future can result in high effects.