| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 100 === Event marketing is one of the famous tools of integrated marketing, and also a best reference resources for enterprises and marketing sales. The definition of Evening marketing is “Enterprises invest money in order to increase Brand awareness, Enterprises image, Selling Products and Integrate enterprise resources. Enterprises execute proposal and topic activities to attract consumers attention and media report, and thus achieve enterprise marketing purposes.”
The purpose of this study analyzed how the Chunghwa Telecom uses event marketing 「HiNet Cyber Game」successfully and achieves a enterprise’s marketing goal,and analyze the successful elements of this study case. Qualitative research methods used in semi-structured study of the “depth interviews”.Depth interview and literature review are applied to complete this research. The respondent chooses are program planners、the consumers who participate in the activity and observers.Finally we can find the successful elements of 「HiNet Cyber Game」.
This study found that Chunghwa Telecom held 「HiNet Cyber Game」in order to promote ADSL business and make brain youth oriented. Activity planning and publicity planning and activity execution are attributed the successful elements. Activity planning should concern about enterprise target and activity characteristics and how to integration of internal and external resources and create activity topics.Promotion strategies operate should by high interactive communication tools and receive the attention of consumer and media. Activity execution should concern about everything about “Person” and activity evaluation. This study not only proves Chunghwa Telecom HiNet achieve the object of brain promotion by event marketing, and analyzes the successful elements of 「HiNet Cyber Game」, but also keeps a successful case of event marketing to provide reference for enterprises and marketing sales to plain marketing activites.
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