WEB2.0时代下的病毒式营销策略研究

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摘要：2009年7月16日，CNNIC（中国互联网络信息中心）发布《第24次中国互联网络发展状况统计报告》，报告显示，09年上半年我国网民规模已达3.38亿，继续领跑全球互联网。同时在WEB2.0技术的支持下，交互式的网络极大的带动了网民的积极性，包括娱乐、学习、交流等方式的拓展让大众更多的参与到网络中来。其中，网络视频用户持续上升，社交类网站人气越来越旺。这也是近两年病毒式营销在SNS网站和视频网站频频现身的原因。如2008年人气很旺的开心网，截止到08年12月，利用在MSN中的病毒式营销成功感染人员800万左右，而其并无再用其它方式做高额的广告。2009年5月，开心网在综合交友类网站ALEXA排名第1位，在中国网站ALEXA排名第11位，在世界网站ALEXA排名第105位。显而易见，病毒式营销将在网络营销中扮演越来越重要的角色。试想，所有客户群和潜在客户都替您免费宣传，还有什么宣传手段比这方法更好?无论是一段视频、一幅图像，还是一次促销活动或一个趣味小游戏，只要您能让其“像病毒一样”蔓延开来，那么您就有机会创造营销界的又一个神话。
 关键词：WEB2.0；病毒营销；传播

THE SYUDY ON VIRAL MAKETING STRATEGIES UNDER WEB2.0 ERA
 ABSTRACT: On 16 July 2009, CNNIC issued the ‘24th China Internet Development Statistics Report ’. The report shows that, during the first half of 2009, Internet users in China had reached 338 million, leading the global Internet. Meanwhile, under the support of WEB2.0 technique, interactive network greatly boosted users’ enthusiasm, with the expandation of entertainment, study, communication and so on makes more people involve in the network. Thereinto, the online video users continues to rise, enhancing the popularity of social networking sites. This also causes frequent appearance of viral marketing in SNS sites and video sites in the past two years. Take the flourished Happy Net as an example, until December 2008, the net using viral marketing from MSN successfully attracted about 8 million audiences without any further highly charged advertising. In May 2009, Happy Net ranks the first in ALEXA of SNS, ranks 11th in ALEXA of China, and ranks 105th in ALEXA of the world. Obviously, viral marketing will play a more and more important role in Net Marketing. Supposing all customers and potential customers spread your url around for free, can there be a better way? You have the opportunity to create a marketing industry myth, only if you made it spread ‘like a virus’, no matter a video, an image, or a promotion or a fun game.
Keywords: web2.0; viral marketing; Communication

目  录
前  言 ………………………………………………………………………………1
1 Web2.0简介及对网络营销发展的影响…………………………………………2
 1.1 Web2.0的定义、特征和主要应用………………………………………8
 1.2 Web2.0时代的网络营销模式…………………………………………
2 病毒式营销的理论背景………………………………………………………
     2.1 病毒式营销的原理及定义…………………………………………
     2.2 病毒式营销的特征………………………………………………
     2.3 病毒式营销的常见形式……………………………………………
3 病毒营销的策略要素分析及运用……………………………………………
     3.1 案例：汉堡王的传奇……………………………………………
     3.2 病毒营销策略分析及运用……………………………………………
4 结  论…………………………………………………………………………14
致谢…………………………………………………………………………………15
参考文献……………………………………………………………………………16
附录…………………………………………………………………………………17

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