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Network Event Marketing Research

Author: ZhangYang
Tutor: CuiDeQun
School: Heilongjiang University
Course: Communication
Keywords: internet marketing internet event marketing "viral" spread brand strategy
CLC: G206-F
Type: Master's thesis
Year: 2011
Downloads: 427
Quote: 0
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Abstract


In recent years, as a new media network media turned out, quickly occupied the market enterprise event marketing, event marketing, corporate practice of internet applications have become increasingly mature, with the attendant requirements of the internet with the appropriate sound event marketing to the theoretical guidance.The author from the five parts of the internet events conducted in-depth marketing analysis. The first chapter defines the concept of network event marketing, event marketing, and summarized the characteristics of the network. Chapter integrating multiple theoretical system, internet event marketing unique theoretical framework. Chapter from the perspective of network media event marketing case studies with specific means of communication focused "viral" marketing model of internet events, specifically to explain its distribution channels, the theoretical basis of communication and successful case studies. Chapter IV according to the practice of enterprise application analyzes and summarizes the use of Internet media companies have the advantage and in practice the problems, the causes of these problems and the measures taken to solve the problem. Chapter V from the perspective of the brand and innovation internet of the future development of event marketing trends.

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