病毒营销的策略分析.doc

摘要：近年来，随着科技技术的飞速发展，以互联网为基础的网络营销也越发繁荣。病毒营销策略是在网络营销的基础上发展起来的。病毒营销策略在许多行业已不是新鲜事，凡客诚品的“凡客体”广告语、本田汽车的“多米诺骨牌”视频都是堪称经典案例。与传统营销方式相比，病毒营销内容针对网友的需求和习惯，所以传播速度快，而广告信息并不明显，易于被用户接受、能吸引网友自动复制和转发。不过，目前国内对病毒式营销的执行并不理想，首先很多商家信心不足。其次，病毒营销需要很高的创意，实施起来难度很大，所以国内成功的病毒营销案例为数不多。上述均为表现病毒营销策略所处的现状，而剖析一个成功的病毒营销策略所具备的因素，分析病毒营销策略所面对的机遇与挑战，能够更好的发展和推广病毒营销策略，让病毒营销策略的前景更为明朗。

关键词： 病毒营销 传播机制 策略分析 机遇

Abstract: In recent years, with the rapid development of science and technology, Internet based network marketing more prosperity. Viral marketing strategy is developed on the basis of network marketing. Viral marketing strategy in many industry is not a new thing，Vancl has “Vancl style” and Honda has the video of “dominoes ” they are just classic case . Compared with the traditional marketing way, viral marketing content for the needs of the users and habits, spread so fast and the advertising message is not obvious, easy to user acceptance, can attract users automatically copy and distribute. However, at present domestic to virus marketing executive is not ideal, first, a lot of businessmen who lack of confidence. Second, viral marketing needs a high level of creativity, implement up very difficult, therefore a few of the domestic successful viral marketing case. The above all for the performance of the virus in marketing strategy status quo, and analyzes a successful viral marketing strategy has the factors, analysis of the marketing strategy face virus opportunities and challenges, can better development and promotion viral marketing strategy, let viral marketing strategy of the future of the more clear.

Keywords: Viral marketing; Communication mechanism; Strategy analysis; Opportunities

　　 病毒式营销源于网络技术发达的美国，是基于网络的口碑传播，在我国病毒营销策略广泛运用于各行各业，如腾讯、金山毒霸、动感地带都是病毒营销策略运用的成功典范。

　　病毒营销策略的效率快和收益大都是其明显的优势，比起传统的营销策略运用量逐年上升，随着我国3G时代的开启，手机，ipad等便携电子媒介也作为一种整合了互联网功能的新兴工具，形式的多元化、快捷性、即时性等诸多优点成为病毒营销策略的新的应用媒介。这些新媒介可以更加便捷地进行信息的交换。

　　作为一种全新的营销模式，病毒营销策略虽然得到了众多营销专家的重视，但目前尚有很多相关研究课题仍处于探索，在实际应用过程中也暴露出一些问题，比如传播平台依旧停留在网络营销阶段；策划模式陈旧，缺乏创新能力；商家实施策略缺乏技巧，形式粗暴。