Investigation Of Network Marketing Propagation Process In China

In recent years, network events have frequently broken out on the network. Many events not only spread widely on the Internet, but also attract the attention of traditional media. In this age of overload information, the audience is tired of the ads, even closes their eyes to them. So, many businesses have turned their attention to network events marketing.This paper selects some typical cases of network events marketing in 2008, 2009 and 2010 as research samples, uses case studies and the method of testing to explore this new subject of the process of network events marketing. The process of network events marketing includes:Step one is "the initiation"-an occasion to create a hot topic of the event, implant the factors that will be publicized to the content of topic, then publish in the blog, forums, video sites and other network platforms by Grass Roots to release. Step two is "a ripple"-the depth of interaction between users, using the power of users, the event topic which is implanted ad factors will be spread on the network as "viral". Step three is "Many hands make light"-integration of traditional media resources, dissemination of the network society, and spread to non-users. Traditional media and online media communicate interactively, the impact of the network events marketing is expanding rapidly. On this basis, the paper analyzes the key point of network events marketing-network agenda setting.The paper also discusses the power sources of propagation process network events marketing. The first power is network promoter. Because network promoter is the planner and operator of network event marketing, they largely determines the nature and quality of network event marketing. The sociological questionnaire was focused on this part of the population. It is found that the network promoters are mostly males, and the age structure is younger. They do not have much background, but have jump thinking, and infinite creativity. Their career satisfaction is not high, but relatively identity of network events marketing. They have certain curiosity, but are not very satisfied with the status quo, so have greater mobility. In this paper, the follow-up powers of network events marketing, such as Internet users, network navy, websites and traditional media are studied.Network events marketing is like a double·edged sword, the paper notes the problems and adverse factors which should be avoided in the process of network events marketing.It will help enterprises make better use of this marketing and help network marketing practitioners get into a virtuous upward career path.