摘 要

互联网现在已经成为人们获取第一手的新闻资讯、交流娱乐和进行商业活动的必要工具。随着互联网新技术的层出不穷，人们生活中的方方面面都离不开互联网。互联网也在改变着信息交流的结构和模式，电视台、报纸和电台等传统媒体，逐渐与互联网、手机和智能终端等新兴媒体联系有效结合起来，实现资源的共享和集中作业，衍生出不同的形式的内容，再通过不同的渠道传播给大众。

在互联网与各大传统媒体逐渐的融合的前提之下，商家也从中发现了机遇，一些企业使用互联网工具来扩大自己的影响力，这时候的互联网反而成为了商家进行营销活动的主战场，而传统媒体会起到推波助澜的作用，两者可以说是缺一不可，相互促进。网络事件营销，就是在互联网与传统媒体相结合的背景之下，商家为了达到更好的营销效果，想出的新方法。

近些年来，网络事件营销开始进入人们的视线，影响力不断提升。2008年的“封杀王老吉事件”、2009年的“贾君鹏，你妈喊你回家吃饭”的事件和2016年的“六小龄童缺席春晚”事件，无论形式还是内容，都让人耳目一新。然而更多的时候，网络事件营销并不能取得很好的传播效果，反而淹没在茫茫的互联网信息流当中。

网络事件营销是一把双刃剑，相较于传统媒体的事件营销，它有着传播速度快、成本低、受众参与度高的优势，但是也存在着诸多的缺点，例如用户痛点难抓、热度消逝快等问题，如果使用不当，就会对企业形象产生不利的影响。本文拟从传播学、心理学和社会学等相关理论出发，以2016年“六小龄童缺席春晚”事件为例，系统分析网络事件的发展过程，分析网民心理，总结出新媒体时代营销发展面临的机遇和挑战。

随着互联网的进一步发展和企业对互联网重视度的提高，很多企业在今后可能会面临网络营销成本逐渐提高、竞争愈发激烈和政府监管逐渐加强等挑战，为了应对上述挑战，笔者建议企业应做好自身，深度挖掘并创造用户的需求，灵活利用互联网带来的便利条件，坚决不触碰法律的底线。

首先文章对于网络事件营销额概念进行的界定，并总结了文章中出现的相关概念。然后文章就“六小龄童缺席春晚”事件的前、中、后期进行了分析，总结其成功的原因。最后，文章梳理了网络事件营销的发展现状，总结了网络事件营销的优势和劣势，给出了进行网络事件营销的企业相关建议。

关键词：网络事件营销、新媒体、媒介融合

Abstract

The Internet has now become a necessary tool for people to get first-hand news, entertainment and conduct business. With the endless stream of new technologies, people in all aspects of life are inseparable from the Internet. The Internet is also changing the structure and mode of information exchange.Television, newspapers and radio and other traditional media, and the Internet, mobile phones and intelligent terminals and other emerging media links effectively to achieve the sharing of resources and centralized operations, derived from different forms Of the content, and then through different channels to the public.

In the Internet and the gradual integration of the traditional media under the premise of the business also found the opportunity, some companies use Internet tools to expand their influence.This time the Internet has become the main battlefield of business marketing activities, and traditional media will play a role in fueling, both are indispensable, mutual promotion. Network event marketing, that is, in the context of the Internet and the combination of traditional media and in order to achieve better marketing results, businesses come up with new ways.

In recent years, the network event marketing began to attract people's attention, increasing the influence. 2008, "the closure of Wong Lo Kat event", 2009 "Jia Junpeng, your mother call you home to eat" event and 2016 "liuxiaolingtong absent Spring Festival Evening" event, regardless of form or content, are refreshing. However,the network event marketing can not achieve good communication effect, but drowned in the vast Internet information flow.

Network event marketing is a double-edged sword, compared with the traditional media event marketing, it has a fast spread, low cost, high degree of audience participation, but there are many problems, such as the user pain difficult catching, passing fast and other issues, if used improperly, it will have a negative impact on corporate image. This paper intends to analyze the development process of network events, analyze the psychology of netizens and summarize the development of marketing in the new media era, taking the related theories of communication, psychology and sociology in 2016 as an example. Opportunities and challenges.

With the further development of the Internet and the increase of the importance of the Internet.To the Internet, many enterprises may face challenges such as the gradual increase of network marketing cost, the increasingly fierce competition and the gradual strengthening of government regulation. In order to meet the above challenges, be good self, dig and create the depth of the user's needs, flexible use of the Internet to bring the convenience of the conditions, and resolutely do not touch the bottom line of the law.

First of all, the article defines the concept of network event marketing, and summarizes the related concepts in the article. Then the article on the "liuxiaolingtong absent Spring Festival Evening" incident before, during and after the analysis, summed up the reasons for its success. Finally, the article summarizes the advantages and disadvantages of network event marketing, and gives the relevant suggestions of enterprise marketing.

Key Words:Network events marketing,New media,Media convergence

目 录

摘要.......................................................................Ⅰ

Abstract.....................................................................Ⅱ

目录......................................................................Ⅳ

第一章 绪论.................................................................1

1.1研究的目的及意义.........................................................1

1.1.1研究目的...........................................................1

1.1.2研究意义...........................................................1

1.2国内外研究现状...........................................................2

1.2.1国内研究成果.......................................................2

1.2.2国外研究成果.......................................................3

1.3研究思路、方法和内容......................................................3

1.3.1研究思路...........................................................3

1.3.2研究方法...........................................................4

1.3.3研究内容...........................................................4

1. 网络事件营销概述.....................................................6

2.1网络事件营销相关概念界定...........................................6