[摘 要]随着互联网与经济的快速发展，促进我国广告业的蓬勃发展，事件营销以其低成本，广影响力成为企业进行广告策划的首选，引起社会的广泛关注。在此背景下，本文首先简述了事件营销的内涵及特点，然后指出事件营销在广告策划中的重要性；接着分析事件营销在广告策划中运用现状，指出其存在的问题，最后提出事件营销在广告策划中的运用对策，希望政府创造利于广告持续发展的环境，企业不断转变观念，培养人才，把握事件营销的原则，提高事件营销的水平与效果，从而促进我国广告业的持续、健康发展，以期为相关研究提供有力的参考依据。
[关键词] 事件营销；广告策划；对策
On the event marketing advertising plan
[Abstract]With the Internet and the rapid economic development, promote the vigorous development of China’s advertising industry, event marketing, with its low cost, wide influence to become the first choice for advertising planning, causing widespread concern in society. In this context, the paper first outlines the content and characteristics of the event marketing, and then pointed out the importance of event marketing, advertising planning; followed by analysis of event marketing, advertising planning, use of the status quo, to point out its problems, and concludes with event marketing the use of countermeasures in the advertising campaign, want the Government to create the environment conducive to advertising the sustainable development of enterprises to continuously change their ideas, and train people to grasp the principle of event marketing, event marketing level and effect, so as to promote the sustained and healthy development of China’s advertising industry in order to provide a strong reference for related research.
[Keywords] Event Marketing；Advertising planning；Countermeasure
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