摘要
病毒式营销开始步入主流营销手段的行列。病毒式营销相比于传统的营销方式具有传播速度快、成本低廉、传播的爆发性、信息病毒的变异和衰减等特点。进行有效的病毒式营销必须充分认识其成功的关键因素,掌握实施病毒式营销的传播媒介,遵照病毒式营销的步骤和流程。同时,实施病毒式营销应注意其适用性、病毒的生命周期以及信息病毒的创新性和真实性等问题。
Viral marketing has been a mainstream marketing tool.Viral marketing is characterised with fast speed,low cost,explosive spread,and variation and attenuation of the virus.Effective viral marketing must be fully aware of their critical success factors,master communications Media of viral marketing,in accordance with the steps and processes of viral marketing.At the same time,the implementation of viral marketing should pay attention to its applicability,virus＇s life cycle and innovation of information and authenticity of the virus.
出处
《重庆邮电大学学报（社会科学版）》
2010年第5期69-73,79,共6页
Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)
关键词
病毒式营销
意见领袖
传播媒介
viral marketing
opinion leader
communications media
