中文摘要：

随着网络经济时代的到来，网络营销作为电子商务的重要环节，逐渐被企业重视，且将其上升到企业的战略层面。作为一个新兴的营销领域，企业在实施过程中经常由于营销手段选取不当、营销信息不对称、企业内部配合不畅、竞争对手恶意干扰、网络技术疏漏等原因产生一些企业危机事件。本研究从经典的网络营销危机事件案例入手，对不同类型的危机事件进行横、纵向的综合分析和归类整理，探索网络营销危机事件的内在规律，并基于突发事件机理分析方法，对各类网络营销危机事件的发生、发展、演化等内在机理进行建模分析，最后通过对机制的主体、客体、介质、时间规制、空间规制、能量规制、关系这七元素的分析，探索网络营销的机制运作模式与机制设计思路。

英文摘要：

As the most important link of e-commerce, e-Marketing have been raised to the height of the enterprise strategic level. However, because of the reasons of unsuitable maneuvering, information dissymmetry, disturb of competitor, unbalance inside the company or miss of computer technique, there will be a lot of enterprise crisis occurred during the process of network marketing. Through comprehensive analysis of some classical e-Marketing crisis, the paper gropes for the inner laws of e-Marketing crisis. Bases on the analytic rules of modem emergency, the paper propose the occurrence, development and evolution mechanism of e-Marketing crisis. Besides, considering the basic composition of mechanism, the paper gives us an ordered seven-tuple of e-Marketing crisis and discusses its handing mechanism design modes.