针对策略营销理论的病毒式营销分析研究.pdfVIP

Study of the Viral Marketing Based on the Strategic Marketing Theory A Dissertation Submitted for the Degree of Master Candidate：Zhang Huan Supervisor：Prof. Du Jian Chang’an University, Xi’an, China 摘 要 在传统的市场营销中，企业推销自己的产品或服务一种最常见的方式便是鼓励他们 的老客户向其周围熟知的人推荐他们的商品。随着互联网技术的日趋发达，传统的营销 模式逐渐被网络口碑营销所代替，病毒式营销便是其中之产物。凭借着费用低、传播速 度快等显著特点，自 20 世纪末此概念出现以来，病毒式营销便成为互联网营销的一个 神话。为了能够有效开发网络资源，使网络经济利益最大化，病毒式营销现已成为企业 进行网络营销的主流模式。 经过十余载的实践及不断改进，虽然病毒式营销在一定程度上取得了长足的发展， 但是在营销方案的制定上，许多企业仍然存在着或大或小的问题，更有甚者，还会影响 企业在消费者心中的形象。本文从消费者的角度出发，系统全面地介绍了策略营销理论 在病毒式营销开展上的应用，帮助企业规范化了病毒式营销的实施手段，大大提高了其 成功的概率。 本文以策略营销理论作指导，在结合理论的同时，辅助以实例的分析，旨在通过对 案例的研究来证明理论在实践运用中的正确性。尽力以完整的、科学的、有逻辑的视角 将策略营销理论在病毒式营销开展上的应用全貌展示出来，在展望此方法未来的同时客 观地指出其现存的一些问题并尝试性地给出参考性意见。 关键词：病毒式营销，策略营销，交换成本，网络营销 i Abstract In traditional marketing, it is a common practice for companies to promote their products by encouraging customers’ recommendation to acquaintance. As the Internet technology becomes more and more developed, the traditional marketing is gradually replaced by online buzz marketing, and viral marketing is the product of this change. By virtue of low cost, high efficiency and other notable features, since the concept was emerged in the late 20th century, the viral marketing has become a myth of the Internet marketing. In order to develop network resources effectively, and make the network economic benefits maximization, viral marketing has now become the companies’ mainstream model of network marketing. After more than ten years of practice and improvement, to a certain extent, although viral marketing has made great progress, many enterprises still some problems in marketing plan making, what is more, these problems may also affect t