病毒式营销及其运行模式研究
毕业论文关键词:病毒式营销；运行模式；网络营销
Research on The Operation Mode of Viral Marketing
Abstract: With the constant development of the Internet economy,the way of enterprises’ operation and management conception has changed. Network marketing has become the product of traditional marketing theory combined with the Internet. In recent years, the network marketing goes into the substantive development and application period.The network marketing service market gradually formed, and the network advertisements also have huge changes. The forms of the advertisements are very rich. Because the technology of media becomes more advanced, the network marketing becomes an important part of the whole marketing strategy of enterprises. Viral marketing makes full use of the convenience of network information communications and the transmission of explosive information and gets the rapid realization of business objectives. Therefore, viral marketing has become the priority of businesses. Considering the current situations of the increasingly fierce competitions among enterprises, enterprises should plan carefully in the implementation of viral marketing. On the basis of theories, concept, characteristic, success factors and the mode of operation in viral marketing, it puts forward what the enterprises should pay attention to in the implementation of the viral marketing.
Key Words:Viral marketing; Operation mode; Network marketing
目 录
摘 要 1
Abstract 1
一、病毒式营销的理论基础 2
（一）病毒式营销的起源 2
（二）病毒式营销的概念 2
（三）病毒式营销的特点 3
二、病毒式营销成功的要素 3
（一）创意：制造有吸引力病源体 3
（二）支点：寻找核心易感人群 4
（三）杠杆：选择适合的传播媒介 4
三、 病毒式营销的运行模式 5
（一）互动参与模式 5
（二）互动参与模式应用分析 5
（三）人际纽带模式 6
（四）人际纽带模式应用分析 7
四、病毒式营销的经典案例 7
（一）开心网病毒式营销推广 7
（二）王老吉的病毒式营销 8
五、实施病毒式营销应注意的问题 9
（一）提供有价值的产品或服务 9
（二）遵守“网络礼仪” 10
（三）避免低水平同质化竞争 10
（四）走出“免费策略”无利可图的误区 10
参考文献 12
致谢 13
病毒式营销及其运行模式研究