危机事件作为热点事件的一种特殊类型本身具备较高的价值厚度，但危机情境下的品牌借势营销也需要更高的营销智慧，否则就容易陷入危机黑洞当中。%with the help of hot events to boost their own brand communication in recent years has become a highly respected marketing method, low cost, quick effect, wide spread and a series of advantages of so many businesses are eager to ride on the hot spots received wide attention, on the other hand out from the hot events and condensed in great just a little attention resource utiliG zation, brand information and events with bundled delivery, relying on high exposure event itself has a high degree of concern and will be "four two pounds", while the crisis as a special type of hot events itself also has high value of thickness, but on the other hand, critical under the situation of brand marketing occasion also requires higher marketing wisdom, otherwise it is easy to fall into a black hole in the crisis. In the face of marketing occasion negative effects of increasing current industry emerge in an endless stream of reality, the academic research is lagging behind, from the theoretical level, to distinguish the pros and cons of guidance is a realistic problem.
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