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1、AbstractAlongwiththeeconomyrevolutionaryinChina,beerindustryhasbeendevelopedfast.Foreigninvestmentstookpartintheintegration,andmakeitfastertothenextstep.Nowthereareseverallargebeergroupscontroltheindustry,andtherearehundredsofbeerbrands.Undertheintenselycompetitionenvironment,allthecompaniesa
2、rethinkingaboutthewaytodevelopandthemarketingstrategies.ThearticleuseeventmarketingandrelevanttheoriestoanalyzeHarbinbeerWorldCupeventmarketingactivities.Thearticlegatherseventmarketingtheoriesandintroducesthemeaning,thedevelopment,thecharacters,andmode.Forthebeerindustry,thearticlefirstlyana
3、lyzestheindustrystatusandthetrendofdevelopment.Itpointsoutthatthelargeenvironmentoftheindustryintegrationandthetrendoftheindustrywillbemoreconcentrated.Fromthemacroscopicside,itanalyzesthefactorswhichwillinfluencethedevelopmentoftheindustry.ThearticleintroducesandanalyzesthemaincompetitorsofH
4、arbinBeerandfindstheopportunitiesandchallenges.ThearticleappliesresearchonthetopicofHarbinBeersponsortheWorldCup.TheinfluenceofWorldCupisindubitable.HarbinBeershoulduseitsworldwideinfluencetoimplementmarketingeventsinordertopromoteitsbrand?ThearticleanalyzestheWorldCupeventmarketingactivityco
5、ntent,implementscontrolandeffectevaluation.Finally,thearticlegetssomeconclusions.TheWorldCupeventmarketingwassuccessful,notonlyupgradethebrandbutalsoimprovethesalevolume.Eventmarketingcan'tbeimplementedwithoutthebigevent,eventhecompletelymarketingstrategyandtheperfectexecution.Keywords:Harbin
6、Beer,eventmarketing,applyresearch摘要IAbstractII第1章緒論11」選題背景及研究意義11.1.1選題背景11.1.2研究意義21.2事件營銷理論及發(fā)展現(xiàn)狀21.2.1事件營銷的內涵21.2.2事件營銷的發(fā)展歷程31.2.3事件營銷的特征41.2.4事件營銷的模式41.3木文主要結構5第2章啤酒行業(yè)現(xiàn)狀與競爭對手分析72.1啤酒行業(yè)現(xiàn)狀及發(fā)展趨勢72.1.1啤酒行業(yè)現(xiàn)狀72.1.2啤酒行業(yè)發(fā)展趨勢92.2行業(yè)發(fā)展宏觀環(huán)境分析（PEST分析）102.3主要競爭對手分析132.3.1青島啤酒市場分析132.3.2燕京啤酒市場分析142.3.3華
7、潤雪花啤酒市場分析142.4木章小結15第3章哈爾濱啤酒營銷現(xiàn)狀163.1哈爾濱啤酒簡介163.2哈爾濱啤酒營銷現(xiàn)狀163.2.1產(chǎn)品結構分析163.2.2價格體系分析173.2.3分銷渠道分析183.2.4促銷分析193.3哈爾濱啤酒營銷SWOT分析193.3.1優(yōu)勢分析203.3.2劣勢分析213.3.3機遇分析223.3.4威脅分析233.4本章小結24第4章哈爾濱啤酒世界杯事件營銷應用研究254」世界杯對哈爾濱啤酒營銷的價值254.1.1世界杯的影響力254.1.2哈爾濱
