摘要:事件营销传播是促进广告传播的一种方式和手段，它与一般的广告相比具有其独特的优势，尤其近几年出现的许多成功案例，使得事件营销传播成为当今广告的一种趋势，地位逐步提高。但是现在的事件营销传播只是注重运用传统的造势和借势两个“黄金法宝”，事件营销存在一定的弊端，事件营销传播处于停滞状态。研究出新的事件营销传播策略成为营销界和实战界所关注的问题。在东方卫视播出的《水浒达人秀》娱乐节目和361°品牌在汶川地震的事件营销中，娱乐化策略及人性化策略——这两种新的事件营销策略应运而生，并且取得了很好的宣传效果。通过文献法和案例分析法分析了事件营销传播的优势和弊端，并对事件营销娱乐化策略、人性化策略在事件营销传播中的运用进行分析研究，找出事件营销策略的新出路，为广告从业者和市场营销人员提供借鉴和参考，使其策划、设计出更成功的事件营销广告。

关键词：事件营销；传播；娱乐化；策略

ABSTRACT:Event marketing is one mean of promoting the advertising dissemination Compared with common advertisements,it has unique advantages,especially,some successful cases appearing in recent years make the event marketing become a trend now,and social position of the event marketing gets improved.But current event marketing communication just pays attention to the two "golden baby" of creating and borrowing situations,so it has some disadvantages and now it is at a standstill.It is the key to work out new event marketing strategies in marketing and practical field.In the entertainment show “talent show”operated by SMG and 361°event marketing of Wenchuan earthquake.entertainment and humanity strategies ——the two new strategies were born and achieved good communication effects.The thesis will analyze the application of entertainment and humanity strategies in the event marketing by the way of document and case analysis,and try to find the new way out,then offer reference for practitioners in advertising and marketing executives,and help them to design and plan more successful event marketing advertisements.

Keywords: Event marketing;communication;entertainment;strategies

　　　随着世界的不断发展，传统的广告已经不再局限在单纯的告知方面，一个新的营销时代已经到来，事件营销广告日益成为企业的广告手段，事件营销传播不仅有其独特的优势，而且已经探索出一条新的出路，虽然他有一定的弊端，但是只要认真遵守事件营销策划规律，并在继承前人成果的基础上，结合实际不断研究创新，不断与时俱进，那么事件营销传播将会长盛不衰，而且会发挥越来越重要的作用。