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Application of Event Marketing in Corporate Culture Construction

Abstract: The implementation of corporate culture often stays on the surface and can't really play a role. This paper discusses the influence of event marketing on the implementation of corporate culture and explores effective ways to shape corporate culture.

[Keywords:] corporate culture, corporate philosophy, maps, body and mind language programming

Since the introduction of corporate culture into China, it has achieved a certain degree of development, and both enterprises and theoretical circles have begun to realize its importance. But unfortunately, the culture of most enterprises only stays at the VI level, that is, the corporate culture is slogan-style and formulaic. In order to show that their enterprises attach great importance to culture, many enterprises put up banners in public places such as the company gate, the boss's office and the media, and spared no expense to publicize slogans such as "being realistic and innovative, pioneering and enterprising", among which there are many famous sayings such as "creating the market with quality and seeking development with reputation". Corporate culture is by no means a few slogans used to decorate the facade, nor is it a superficial epigram, but a core value that needs to be recognized by all employees of the enterprise and can be truly implemented. The key of corporate culture lies in whether it can arouse the employees' * * voice to the enterprise, whether it can arouse the recognition and awakening of all employees, and whether it can consciously guide employees to act, which will become the unchangeable philosophical belief and entrepreneurial spirit of the whole enterprise.

Therefore, the formation of corporate culture is a long and arduous process of shaping employees' core values and influencing employees' concepts. It is precisely because of this that when it comes to corporate culture, everyone's first reaction is that "corporate culture is an abstract thing, which is difficult to control", and many enterprises begin to shrink back. However, we have studied some successful enterprises and found an effective way to shape corporate culture-event marketing.

First, the importance of implementing corporate philosophy

What is the first thing that employees of 3M think of at work? It is innovation; What do Haier employees think of first in production? It is quality. Yes, this is the role of corporate culture, which is subtly transformed into people's thinking mode. People will naturally use it when observing things, thinking about problems and making decisions, just like we eat when we are hungry and sleep when we are sleepy. This is human nature. Just like the first time we saw that foreigners' meeting etiquette was kissing, we all felt incredible, but foreigners took it for granted and it was nothing unusual. People have different attitudes towards the same thing. The reason is that people's mind maps are different. Influenced by Confucianism, we in China think that men and women are not close, while westerners don't think so, so their views and behaviors are different from ours. The same is true of corporate culture. Successful corporate culture is a culture that is transformed into an ideological map in employees' minds, accepted by employees and consciously implemented.

According to psychosomatic language programming, we know that the specific behavior of individuals is not based on the real environment of the outside world, but on the environment that individuals see or believe. People's cognition of things is often inconsistent with the objective reality. The mental map of our brain gives color to reality and distorts the true colors of things. We perceive the world through information input channels, including vision, hearing, taste, smell and touch. After the external event enters the cognitive process through the information input channel, it is processed, deleted, misinterpreted and summarized by the internal filter-our mind map, thus forming our cognition of this event and making corresponding actions.

When we selectively focus on one aspect of the experience, we tend to delete, ignore or omit other information. If we keep all the information, we will be overwhelmed by "information overload". In addition, for anything, the brain will always try to find some connections from chaos to gain a quick and keen insight into it, which requires people to extract some patterns from their own experience and knowledge to use. So everyone has his own fixed concept map, and uses it to deal with foreign information and understand the world. If the concept of our enterprise is inconsistent with the concept map of employees, then the measures we take will be distorted, contradicted or even destroyed by employees. On the contrary, if we can make the idea of the enterprise become an integral part of the employee's mind map, and make the employees' attitude and cognition towards things consistent with what we expect, we will see a team with the same goal and Qi Xin working together, and its energy can be imagined.

Second, the role of event marketing in influencing employees' ideological map

I want to take shaping quality culture as an example. If an enterprise wants to reduce the defect rate of its products, it can buy advanced equipment or improve the quality by applying for ISO standards. However, if employees have no sense of quality and think that they can be used as long as they are produced, there is no need to be so elaborate, then enterprises will find that the measures they have taken at great cost are invalid. Therefore, to reduce the defective rate of products, the key is to change the mind map of employees and shape the quality culture.

Event marketing means that enterprises attract the interest and attention of the media, social groups and consumers by planning, organizing and using people or events with celebrity effect, news value and social influence, so as to improve the visibility and reputation of enterprises or products, establish a good brand image and finally promote the sales of products or services. Compared with advertising and other communication activities, event marketing can create a strong influence in the shortest time with the fastest speed. Mengniu and other enterprises have proved their strength again and again with practical successful examples. The ability of event marketing in external marketing can be said to be obvious to all, and its ability in internal marketing (that is, influencing employees' ideas) can not be underestimated.

Palo Alto School has a very famous argument-the law of change. According to their theory, there are two kinds of changes. The first one is related to the entity change, that is, the changing reality, which is generated within the system. The second kind of change is really valuable change, which is the change of perception, which is what we call the change of mind map. For this change, at least one rule in the system-a hypothesis, a judgment or a fixed thinking-has been broken. The second change is instantaneous and sometimes unpredictable. We always observe one thing in the same way of thinking, until one day, we suddenly separated and found that things were completely different. Almost everyone of us has the feeling that we are still young, but one day you suddenly find that you are no longer young, but have entered middle age.

If you want to really change, you have to change it twice. You not only need to change the status quo, but also need to change your perception of the status quo, that is, change people's mind maps. The perception of change is jumping, instantaneous and sometimes unpredictable, and its driving force comes from questioning, surprise, surprise and imperfect ideas. If something surprises us, or has some influence on our thinking, it will attract our attention, make us think, and thus promote us to change our views.

The biggest function of event marketing is to create a sensational effect, attract people's attention, arouse people's vigilance and introspection, and have an incomparable influence on the second change, that is, the change we perceive.

When Haier switched to refrigerators, it faced a severe market situation: how to earn a place in the market when the scale and brand were absolutely inferior? Only by quality. Therefore, Zhang Ruimin put forward his own "quality concept": "defective products are waste products", and implemented "zero defect and fine" management on product quality, striving to achieve "zero complaint and zero prosecution" for users.

When employees tearfully watched President Zhang Ruimin personally take the lead in smashing 76 defective refrigerators, the inner shock was imaginable. People have an unforgettable understanding and memory of "defective products are waste products" and have a more personal feeling about the relationship between "brand" and "rice bowl". However, Zhang Ruimin did not stop there, and did not stop at the traditional means of "imposing economic penalties on those responsible". He wants to make full use of this incident, infiltrate the management concept into the hearts of every employee, and then externalize the concept into a system and build a mechanism.

Zhang Ruimin initiated and presided over one meeting after another, but the topic of discussion was very concentrated: Is there any quality hidden danger in my post? How will my work affect the quality? Who will be affected by my work? Whose job will affect me? Starting from me, starting from now, how should we improve our quality?

Haier has also established a quality assurance system: SST system: claim, claim and trip. In this way, the concept of quality is firmly rooted in the minds of employees.

Coincidentally, Wang Wenli, the chairman and secretary of the Party Committee of Shoujian Group, often found time to go to the construction site and change places, record the quality points with a digital camera and organize special comments when carrying out the educational activities with the theme of "Quality Integrity is the cornerstone of enterprise development". Last year, when he heard that there was a quality problem in a highway cement bridge built by our company in Inner Mongolia, he immediately rushed to investigate. The investor of this bridge said to Wang Wenli, "The problem is not too big, you found it yourself. Just fix it. " But Wang Wenli said, "If I let this unqualified bridge go today, there will be a second bridge tomorrow. Then will you forgive us? " The leadership decided to blow up the bridge and rebuild it. As soon as the bridge exploded, the workers were awakened, and new ideas were blown up-no qualified products were qualified workers, and defective products were waste products. The ideas learned from the lessons were immediately implanted in the hearts of the workers.

It can be seen that enterprises can dig out some events that can meet their expectations in depth and comprehensively, and adopt multi-channel key publicity, thus causing a sensational effect. This incident will attract the attention of employees and become a daily topic of employees, so it will have a great impact on changing employees' original thinking patterns and values and making them understand the ideas advocated by enterprises.

Third, how to use event marketing to shape corporate culture.

1. Enterprises must first have clear and acceptable core concepts. Entrepreneurs must first make clear what kind of enterprise they want to develop into and how to gain a competitive advantage. I like HP's core concept: "We fully trust and respect people, we pursue high standards of contribution, we integrate consistent emotions into our career, we achieve the same goal through teamwork and encouraging flexibility and innovation-we are committed to the development of science and technology to enhance human welfare." Motorola's core concept: maintain noble morality and always respect people. These ideas are easily accepted and can inspire the deepest things in people's hearts. This requires entrepreneurs to understand in their work and life, to refine the concept that truly conforms to their own enterprises, rather than following the trend and having no own characteristics. With the core concept, you will know what to shape the employee's concept.

2. Choose typical and appropriate events for internal marketing. The event of event marketing does not necessarily need to be a big event. Zhang Ruimin is good at finding some typical little things from daily life to publicize, which has played a very good role. For example, when he took office, he issued a ban: it is forbidden to urinate anywhere, which effectively enhanced the discipline of employees. Such a small thing can happen to every employee, which can make employees feel deeper and touch more.

The selected events should be appropriate and meet the requirements of shaping the core concept of the enterprise. The core concept of Knox Company is: excellent customer service and giving full play to the autonomy of employees. It chose to publicize this incident: a man in Nuojia Port ironed a newly bought shirt for a customer who was going to have a meeting that afternoon; A Nojia gang happily helped a customer, wrapped the things bought at Macy's as gifts, and so on. The core idea of Disney is to make everyone happy. It requires employees to be polite. "If you accidentally say a dirty word in front of Walter or everyone, you will always be fired immediately." We can see that the selected events have a characteristic: they can shock people's thinking, often making people feel unreasonable and demanding. We need such events to correct the original ideas of employees, and we need to know that overcorrection must be overcorrected.

3. Multi-channel and long-term continuous publicity. At that time, Mengniu soared through the "God Five". In addition to determining the relevance, its integrated marketing communication is also the key to success. As early as before the successful launch of "Shenzhou 5", Mengniu spent two months planning this activity, mobilized thousands of people to participate, established the communication theme of "Mengniu Strong China People", and signed a "military order" with advertising companies and TV stations. June 65438+10/October 65438+At 6: 23 on June 2003, Shenzhou 5 landed safely. Just as the whole country was celebrating, Mengniu's TV advertisements, outdoor advertisements and online advertisements about this flight event achieved "successful docking" in major cities for the first time. "Mengniu: Special Milk for China Astronauts" has spread all over the country in a short time, and Mengniu's sales channels have also been established.

The same should be true of internal event marketing, which requires multi-channel and all-round publicity to achieve sensational results. Through various meetings, slogans, corporate publications and other channels, articles, songs, commendation ceremonies, group discussions, competitions and other means, publicity is carried out everywhere.

However, the sensational effect of an event marketing is short-lived. In order to maintain the long-term impact of the incident, it is necessary to instill the incident and related information into employees after the incident. Welch will repeatedly talk about his ideas and ask about the implementation in various meetings and occasions when implementing the strategy of flattening the organization and striving for perfection. As Welch said, when the thinking is clear, the next step is repetition, repetition and repetition. Only by constant repetition can employees deepen their memory and cognition of the concept.

4. Establish corresponding system to consolidate it. If there is no corresponding system to follow up, employees will suspect that the publicity of the enterprise is just a show, and they will no longer believe in the activities of the enterprise in the future. Enterprises must establish corresponding systems to consolidate them, and through the implementation of the systems, employees' behaviors will conform to their enterprise ideas and values. In the process of implementing these systems, the ideas and values of enterprises will be internalized and eventually become employees' own ideas and values. Like Haier mentioned above. It can be said that all enterprises with excellent corporate culture have corresponding systems. For example, the CEO of Procter & Gamble decided that employees who showed indifference to working harder should cancel the bonuses they could have enjoyed, and their bonuses should be forwarded to employees who cared about it. Therefore, according to the cooperation degree of employees assessed by managers, he has formulated four levels of dividends, which is helpful and can ensure the formation of a correct attitude. "Wal-Mart implements a cash reward and public praise system for colleagues who help save costs and put forward the concept of strengthening services for other stores to follow, and also regularly holds activities such as' mass production project competitions'. As we can see, only by institutionalizing corporate culture can corporate culture be continued and truly implemented.

Four. conclusion

Kotler believes that marketing practice usually goes through three stages: entrepreneurial marketing, standardized marketing and internal marketing. When an enterprise develops to a certain stage, it needs to rebuild the entrepreneurial spirit that made it successful at the beginning of its business. Thus, enterprise internal marketing is to establish enterprise concept, and event marketing can be said to be an important tool for enterprise internal marketing, which will play a great role in shaping enterprise culture, hoping to attract our attention.

References:

Yang Jinde: The Basic Principles of Competitive Intelligence. Tsinghua university press

[2] Xu Qingquan: The impact of corporate culture on the long-term performance of enterprises. Chinese and foreign entrepreneurs, February 2007

[3] Anton Camarota: Discover your leadership. Beijing Science and Technology Press

[4] Jia Kai, Li Chunling: Analysis of the construction of modern corporate culture. Shopping Center Modernization, 2007.438+0

[5] Li Wei: The leading force of storytelling. china city press

For reference only, please learn by yourself.

I hope it helps you.