事件科普营销模式探究

Pattern of Science Popularization of Events

中文关键词: 应急科普,事件营销,科普营销,事件科普,营销模式

英文关键词: science popularization  events  emergency  pattern

中文摘要:

      从事件的视角看科普，已形成了社会公共事件、社会热点事件、社会突发事件等社会事件中嵌入科普的应急科普模式。但从科普的视角看事件，应急科普模式只是依托事件展开科普的组成部分，结合事件营销和科普营销的已有研究基础，本文提出事件科普营销模式，界定其依借公益性、聚焦性和危机性事件的内涵和依附性、新闻性、策划性三个特征，并从科学技术渗透日常生活、资源整合、投入产出效率等角度论述其兴起的内在依据，并提出借势方式和造势方式下的四种路径。

英文摘要:

      From the perspective of the event to see science popularization，formed the pattern of emergency of science popularization implanted in social events such as public events，social issues，emergency incidents. However，from the perspective of science popularization to see events，it is just the part of science popularization by events，combined event marketing with science popularization marketing basic on the current research foundation，this paper presents of the pattern of science popularization of events and define the connotation including the public interest，focus and crisis events，and three characteristics of dependence，news, planning，and discusses its inherent basis of it rise from the perspective of penetration of sci-tech with everyday life，resource integration，the efficiency of input-output，as well as proposes a mode of the four paths.