The Construction And Empirical Study Of Network Event Marketing Communication Effect Model

With the continuous development of the information superhighway, netwo-rk marketing has gradually become a mainstream marketing. According to the Ch-ina Internet Network Information Center who released the thirty-third " statistic-aldevelopment status Chinese Internet Report"."Report" shows, as of2013Decem-ber, China Internet users has reached618000000, Internet penetration rate has alsoincreased for45.8%.Network marketing is rely on its strong audience resour-ces, develop a variety of marketing mode. Event marketing network with widecoverage, low cost, high yield, strong timeliness and net height participation ch-aracteristics, become the main force in network marketing. Network eventmarketing for the event marketing network application, the event marketing is that theenterprise through the planning, organization and utilization of some of newsvalue, social influence and celebrity figures or events to attract media and termi-nal consumer attention and interest, so as to make the enterprise or product visibilityand reputation has increased, to set up good brand image, and the final purpose is tomake sales promotion of products and services. Network event marketing isthe release of information by micro-blog, Post Bar, SNScommun-ity platform, attractusers or the media attention. The success of the event marketing is not a productsales increase, but in the long-term brand building and maintaining the brand, but thedomestic event marketing mostly focuse on short-term effects, neglect long-termdevelopment.Nowadays, more and more enterprises try to use network event marketing toexpand the visibility and influence, but the network event marketing communica-tion effect is lack of theoretical summary and practical verification. This paper basedon the existing model of media effect as the foundation to construct the network eventmarketing communication effect model and the modified model and empiricalresearch, analysis of the factors affecting China’s network of event marketing comm-unication effect, from the two aspects which is communication effectivenessand investment effectiveness analysis, not only can make up for the blank ofdomestic network event marketing communication effect research but also target to provide enterprises with the marketing strategy of network event reference correc-tly, and promote the steady and healthy development of network events marketing.This paper adopts literature review and empirical research methods to networkevent marketing dissemination effect and related theory as a foundation, aims to studythe network event marketing communication effectiveness and empirical study onfactors analysis of network event marketing communication effects.Firstly, through research on domestic and foreign literature, event marketi-ng, domestic and foreign theories of network event marketing and comm-unicationeffects systematically, marketing strategy and network event affecting the analys ofcommunication effect, the communication effect model analys provide a theoreticalbasis for the later model.Secondly, the communication effect theory is based on the network eventmarketing communication features, constructing the model of the influencing factorsof network event marketing communication effects, include-ing communica-tion effectiveness and investment effectiveness. There are two factors in the spreadof the effectiveness, active degree, site contribution, mode of transmission, the trendis the four level of communication effectiveness, cost, the media penetrationand marketing effectiveness is the three level of investment effectiveness.Thirdly, according to the model, design the questionnaire of influencing factorsof network event marketing communication effect modrl, investigating the investiga-tors, according to the factors affecting network event perception of marketingcommunication effect analysis of correlation model of network event marketingcommunication effect. Taking SPSS as the data statistics tools for data reliability andvalidity testing, factor analysis, correlation analysis, variance analysis, correctionmodel and hypothesis verification.Finally, based on the above study, draw relevant conclusions, empirical analysisof survey results and previous assumptions of the model, analize the cause ofdifference. Combined the present situation of the development of today’s netw-ork event marketing, make the suggestions and countermeasures for the enterprises.