摘 要:自2000年“病毒营销”这一概念被引入我国，就引起了人们的巨大兴趣，多年来也被许多企业付诸实践，其中有成功，但更多的是失败。“病毒营销”基于传统人际传播中的“口碑效应”，一互联网为基本工具，充分利用口口相传原理形成信息传播中的意见领袖，引导受众，初期，它仅为一种新型网络传播方式，后因传播速度快、成本低、质量高等特点逐渐成为营销手段。。本文拟从病毒性营销的基本概念与特点出发，结合我国互联网与网络营销的发展现状，针对病毒性营销多在互联网上开展这一特殊性，分析互联网环境的特点，对我国企业在网络环境下实施病毒性营销提出可行建议，使得网络病毒性营销在我国得以良好快速的发展与运用，从而降低企业的销售成本和营运风险，提高生存能力；同时希望对指引企业开展病毒式营销活动，改善病毒营销的营销结果起到一定作用。
关键词：网络环境 病毒营销 实施策略 联想
Abstract:When the viral marketing concept was introduced into our country since 2000 , it has attracted great interest, also put into practice by many enterprise for years, there are successful, but more is ending of a failure. “Viral marketing”based on traditional interpersonal communication “in reputation effect “,take the network as the basic tool,make full use of the principle of information communication pass from mouth to mouth formed the opinion leaders ,guiding the audience .Early on,it is a new mode of transmission network not with the utilitarian color,due to the spread of fast,low cost,high quality and gradually become the means of marketing.This article embarks from the basic concept and characteristics of viral marketing, In combination with the Internet and the network marketing present developing situation in our country, for viral marketing on the Internet to carry out the more particularity, analyzing the characteristics of the Internet environment for Chinese enterprises in the implementation of the viral marketing under the network environment put forward feasible Suggestions, make Internet viral marketing was good and fast development in our country, thus reducing the cost of sales and operational risk of the enterprise, improve survival ability; At the same time hope to play a role in guiding enterprises carry out viral marketing activities, improve the viral marketing marketing results .
Keywords: The network environment Viral marketing Implementation of the strategy Lenove
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