论文总字数：15884字

摘 要

本文首先介绍了借势营销及事件营销、网络营销的相关概念及其区别，其次对具体企业的借势营销的事件进行了阐述，进而对企业采取的手段进行了分析，最后对企业借势营销推而广之的有效途径进行了探讨。在研究中本文研究对象主要是挑选一部分社会热点和网络流行语为案例进行分析，主要以如“冰桶挑战”、“世界那么大”两个事件来进行分析探讨在这些事件中是如何运用了事件媒体营销中的“借势”的选择、过程和控制。采用文献法、对比分析法、观察法和专家访谈法，重点解决企业采用借势营销的有效途径问题。本文研究的难点在于企业应该采取哪些有效措施找到企业可以成功借势的有效途径和研究带给我们的能长期实践下去的启示。

关键词：借势营销 选择 过程 风险控制

The choice of Gain Marketing，Process and control---Based on the case study of the Internet

Abstract

In this paper, we first introduce the occasion marketing and event marketing, network marketing is the related concepts and their differences, followed by the events of a specific enterprise marketing occasion are described, and the enterprises to adopt the means are analyzed, finally the effective way of enterprise marketing occasion by extension diameter are discussed. In the study the study object of this article is mainly selected a part of social hot and popular language of network analysis for the case, mainly as a "bucket challenge", "the world is so big" two events are analyzed and discussed in these events is how to use the media event marketing "borrow", the process and control. By Using literature method, comparative analysis method, observation method and expert interview method, key enterprises to adopt effective way to borrow situation marketing problem. In this paper, the difficulty is that enterprises should adopt effective measures to find the enterprise can bring effective ways and study successful occasion we can long-term practice on the enlightenment.

Key words：Gain Marketing；Choose；Process；Risk Management

目录

摘要………………………………………………………………………………Ⅰ

Abstract………………………………………………………………………Ⅱ

1. 绪论……………………………………………………………………1

1.1研究背景………………………………………………………………1

1.2研究现状………………………………………………………………1

1.2.1 总体研究现状……………………………………………………1

1.2.2 企业偏爱借势营销原因…………………………………………1

1.2.3 借势的意义………………………………………………………2

1.3研究目的和意义………………………………………………………2

1.3.1 借势营销不成功的结果…………………………………………2

1.3.2 研究目的…………………………………………………………3

1.3.3 研究意义…………………………………………………………3

第二章 借势营销概述……………………………………………………5

2.1 借势营销基本概念………………………………………………………5

2.1.1 借势营销定义……………………………………………………5

2.1.2 借势营销的关键点………………………………………………5

2.1.3 借势营销的研究对象……………………………………………5

2.2 涉及借势营销相关术语的含义…………………………………………6

2.2.1 借势营销与事件营销的区别……………………………………6

2.2.2 网络营销应与借势营销相结合…………………………………6

第三章 基于互联网的借势营销的相关案例分析………………7

3.1冰桶挑战……………………………………………………………………7

3.1.1 背景………………………………………………………………7

3.1.2 事件起因…………………………………………………………7

3.1.3 过程………………………………………………………………7

3.1.4 评价与分析………………………………………………………7

3.2世界那么大……………………………………………………………8

3.2.1 背景………………………………………………………………8

3.2.2 事件起因…………………………………………………………8

3.2.3 过程………………………………………………………………8

3.2.4 评价与分析………………………………………………………9

第四章 借势营销的选择、过程和控制……………………………10

4.1 借势营销如何选择热点话题……………………………………10

4.1.1借势选择的概述…………………………………………………10

4,1,2 企业具体如何择势……………………………………………10

4.1.3 择势的关键点…………………………………………………10

4.2 借势营销过程中应如何操作……………………………………11

4.2.1 借势营销的步骤………………………………………………11

4.3 借势营销的风险控制………………………………………………12

4.3.1 借势的风险……………………………………………………13

4.3.2 借势中如何控制风险…………………………………………13

第五章 结论与启示………………………………………………………15

5.1 结论……………………………………………………………………15

5.2 启示……………………………………………………………………15

参考文献………………………………………………………………………18

致谢………………………………………………………………………………19

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