摘要
中国的快速发展带来了城市交通的拥堵和不便,共享单车便应运而生。本文以ofo小黄车为研究对象,阐述了其事件营销具有"借势"实事攻略、受众精准、趣味性与显著性相结合、传播范围广等优点,但也存在风险不可控、缺乏公益性以及互动性不足的弊端。针对这些弊端可以通过加强风险控制管理、突出公益性和增强互动性加以解决。
The rapid development of China has brought congestion and inconvenience to urban traffic, bicycle-sharing comes into being. This paper takes ofo as the research object , expounds its advantages of event marketingincluding taking the opportunity of event, precise object, combination of interest and saliency and wide range ofcommunication, but there are also shortcomings including uncontrollable risk, lack of public welfare and insufficientinteraction.These are improvement measures that strengthen risk control management, emphasizes public welfare andenhances interaction.
作者
魏雪莲
钟新周
WEI Xue-lian;ZHONG Xin-zhou(Panzhihua University,Panzhihua Sichuan 617000,China)
出处
《科技视界》
2018年第26期267-268,共2页
Science & Technology Vision
