Crowd · Desire · Entertainment

In recent years, the network events emerged one after another,of which many have traces of commercial factors involved, so it can be considered as a marketing activity. Network events marketing is highly integrated, quickly spread, these advantages make it will be a popular choice..Compared with the traditional event marketing, network event marketing shows a lot of differences. This research comprehensive inspected network events marketing from two aspects of theory and practice, mainly used qualitative analysis, supported by micro-level analysis of cases, combined with theories and research results of communication, marketing and sociology, started from practice, then summarizes some rules.The article is divided into six sections: the introduction section describes the significance , present research situation and methods, the first chapter of case tracing is the basis for later analysis, the second, the third and the fourth chapters respectively analyses network events marketing from three aspects of dissemination process, theme and media use, the conclusion section gets some basic rules.