摘要由于互联网在经济社会的发展，网络营销越来越受到企业的重视。本文首先对企业事件微博营销的现实背景提出本文的研究问题与目的，基于此，本文从营销学相关角度出发，系统地讨论分析微博事件营销在策划施行过程中应该注意的诸多事项。文章对事件营销、微博营销的相关理论进行梳理。事件营销与微博营销具有诸多相同的特点与要求，事件营销借以微博为主要平台可以节省成本、改善营销效果。但诸多事例表明，企业的微博事件营销具有极大的不确定性，故而本文通过凯勒的品牌资产模型研究事件微博营销如何达到品牌共鸣的效果。71161

该文以“洽洽”食品微博营销事件为例子，分析了其中的可取之处与不足之处，为企业的微博事件营销提供相关的参考意见。再结合凯文·莱恩·凯勒的品牌共鸣理论分析了微博营销事件的本质经济学原理，在文章的第五章给出了相关的结论。希望可以给企业的网络营销提供一定的参考价值。

毕业论文关键字：事件营销；微博营销；品牌共鸣模型；品牌资产模型

Abstract As the development of Internet in economic society, network marketing attracts more and more focus. Firstly, this article rises the main research purpose based on the realistic background of event marketing microblogging .Based on it, this article systematicly discuss and analysis the many items micro-blog event marketing plan process should pay attention from the perspective of marketing-related angle. This article is to sort out the event marketing, microblogging marketing theory. Event marketing and microblogging marketing has many same characteristics and requirements. Event marketing take the microblogging as the main platform whereby you can save costs and improve marketing effectiveness. But many examples indicate, the enterprise microblogging marketing event is of great uncertainty.So this research is to show how to achieve brand resonance effect by Keller's brand equity research model events microblogging marketing.

This article takes “ChaCheer Food" microblogging marketing event as an example to analyse the goodness and shortage of microblogging marketing. Provide relevant reference of microblogging event marketing for enterprise. To analyze the nature of economics microblogging marketing events combined with Kevin•Ryan• Keller’s brand resonance theory. The relevant conclusions has given in the fifth chapter of the article. Hope to provide a reference value of network marketing to the enterprise.

Keyword：Event marketing; Microblogging marketing; Brand resonance model; Brand equity model 

目 录

  摘  要 I

Abstract II

第1章 绪  论 1

1.1 课题背景及研究意义 1

1.2 研究方法与研究思路 2

1.3 研究内容与创新点 3

第2章 文献综述 5

2.1 企业微博事件营销理论综述 5

2.1.1 事件营销定义及特点的相关研究 5

2.1.2 微博营销定义及特点的相关研究 6

2.1.3 总结 7

2.2 凯文·莱恩·凯勒的品牌共鸣理论 8

2.2.1 品牌共鸣模式 8

2.2.2 品牌共鸣的构成要素 8

2.2.3 总结 9

第3章 我国微博事件营销现状及问题分析