An Analysis of the Industrial Brand Marketing Strategy from Disaster Relief Event of Sany Heavy Industry
Zhou Hua-qing · Mianyang Shifan Xueyuan xuebao · 2011
In March 2011,the 9.0 magnitude earthquake occurred in Japan,resulting in a serious nuclear leakage event.Japanese government urgently bought pump trucks for nuclear power plants from Sany Heavy Industry and this corporation volunteered to present extra-long pump trucks to the government for disaster relief purpose.Sany's event marketing has won a high attention both at home and abroad and enhanced its product sales and corporate brand image.Event marketing is an important brand communication means of industrial brand.Final consuming groups of industrial brand are industrial enterprises.So the industrial brand event marketing must highlight the core competitiveness of its products.Industrial brand event marketing must carefully choose marketing events.Publicity and planning of events marketing must focus on the correlation of enterprise,product and event.Industrial enterprises should establish coping mechanisms for event marketing,actively utilize amplification and seize the chance to propagate,integrate various media resources and conduct long-term product publicity and brand communication in order to create a good brand image and effectively promote the sale of industrial products.