微博的病毒式营销.docVIP

大学生科研创新项目研究报告 项目名称： 微博的病毒式营销 项目类型： 重点项目 项目年度： 2012年 摘要：现在，我们正处在一个社交网络高速发展的时代，各种社交软件层出不穷，网络所显示出的力量越来越强大，它影响到了我们生活的方方面面。在互联网技术发展的浪潮中，微博成为一种新的网络应用形式脱颖而出，并不断被人们所了解和接受，微博增添了新的人际传播的模式，开辟了新的信息传播道路。在过去的几年中，微博的力量不断被人们发掘，当这种新的社交模式和充满活力的病毒式营销结合时爆发出了巨大的能量，在其传播过程中体现出了的高效率、低成本、更新速度快等等特点。本文对近些年的微博的病毒式营销进行分析研究，挖掘微博在营销方面的价值，找到更好的利用微博进行病毒式营销的途径，帮助个人、企业和政府机构认识和了解微博病毒式营销，并能够运用微博病毒式营销模式帮助自身目标的实现。本文还将对比分析微博病毒式营销模式的优缺点，研究微博的病毒式营销对社会产生的双重影响。从经济价值和社会价值两方面对微博病毒式营销进行分析，帮助社会掌握它的力量，以推动经济的进步以及社会正能量的传播。同时，对于微博病毒式营销模式究竟是否能在未来的道路上继续保持高昂的势头发展下去，它的发展方向又是通向何方，本文中将会结合各个因素对微博病毒式营销模式进行全面分析，掌握它未来的发展趋势。 关键词：微博、病毒式营销、品牌传播 Abstract At the moment, we are in a stage of the social network with a great development, there are lots of social APPs in the stage to appear, and the power of the Internet is more and more effective. In fact, to be honest, the change of socializing effect our daily life very deep. The Micro-blog is more and more popular with the development of Internet technology. The new way to contact and communicate have been made by micro-blog. In the past few years, more and more value product of micro-blog is found by people. The large power is breaking out with the combine of new social pattern and vivid viral marketing, and the feature to this is high efficiency and low cost. The paper has the research towards the viral marketing of micro-blog, and looking for the value about marketing, and try our best to find the way to hand on the micro-blog. Our paper also compare the advantages and drawback of the micro-blog viral marketing, researching the effecting that from micro-blog to society. And in general analyzing with the value of economy and social life. We aim to help the economy to have a great development. At the same time, whether the viral marketing could survive in the future, and which way should the micro-blog choose, the paper will have the diversified analyzing that combine every factors, holding the growing tendency in the future. Key words：Micro-blog；viral marketing；Brand Comm