病毒營(yíng)銷(xiāo)Viral Marketing
（viral marketing，又稱(chēng)病毒式營(yíng)銷(xiāo)、病毒性營(yíng)銷(xiāo)、基因行銷(xiāo)或核爆式行銷(xiāo)），是一種常用的網(wǎng)絡(luò)營(yíng)銷(xiāo)方法，常用于進(jìn)行網(wǎng)站推廣、品牌推廣等。
(Viral marketing, also known as viral marketing, viral marketing, marketing or nuclear genes formula marketing), is a common Internet marketing methods commonly used in website promotion, brand promotion.
病毒營(yíng)銷(xiāo)是指通過(guò)用戶的社會(huì)人際網(wǎng)絡(luò)，使信息像病毒一樣傳播和擴(kuò)散，利用快速?gòu)?fù)制的方式傳向數(shù)以千計(jì)、數(shù)以百萬(wàn)計(jì)的受眾。也就是說(shuō)，通過(guò)提供有價(jià)值的產(chǎn)品或服務(wù)，“讓大家告訴大家”，通過(guò)別人為你宣傳，實(shí)現(xiàn)“營(yíng)銷(xiāo)杠桿”的作用。病毒式營(yíng)銷(xiāo)已經(jīng)成為網(wǎng)絡(luò)營(yíng)銷(xiāo)最為獨(dú)特的手段，被越來(lái)越多的商家和網(wǎng)站成功利用。
Viral marketing is through social networking users, so that information spread like a virus and spread, using fast way to transfer copy to thousands, millions of audience. That is, by providing valuable products or services, "Let us tell you," by others as you promote, implement "marketing leverage" effect. Viral marketing has become the most unique network marketing tools, more and more businesses and successful use of the site.
移動(dòng)互聯(lián)網(wǎng)+下的病毒營(yíng)銷(xiāo)是怎樣滴！
Viral marketing, mobile Internet + next is how drop!
病毒營(yíng)銷(xiāo)(Viral Marketing)起初是指那些鼓勵(lì)目標(biāo)
Viral marketing (Viral Marketing) initially encouraged those objectives
受眾，把想要推廣的信息，像病毒一樣傳遞給周?chē)娜耍屆恳粋€(gè)受眾都成為傳播者，讓推廣信息在曝光率和營(yíng)銷(xiāo)上，產(chǎn)生幾何級(jí)增長(zhǎng)速度的一種營(yíng)銷(xiāo)推廣策略。并不是傳播病毒而達(dá)到營(yíng)銷(xiāo)目的，而是通過(guò)引導(dǎo)人們發(fā)送信息給他人或吸收朋友加入某個(gè)程序來(lái)增加企業(yè)知名度或銷(xiāo)售產(chǎn)品與服務(wù)。這種方式可以通過(guò)電子郵件、聊天室交談、在網(wǎng)絡(luò)新聞組或者消費(fèi)者論壇發(fā)布消息推銷(xiāo)。國(guó)內(nèi)首家病毒營(yíng)銷(xiāo)傳播公司八加八公司曾說(shuō)病毒營(yíng)銷(xiāo)正如病毒一樣，這種策略利用快速繁殖將信息爆炸式地傳遞給成千上百萬(wàn)人。病毒營(yíng)銷(xiāo)的關(guān)鍵是要正確引導(dǎo)人們傳播意愿并且讓人毫不費(fèi)力的傳播。
The audience, the information you want to promote, like a virus to deliver the same people around, so that every audience become communicators, so that the promotion of information on exposure and marketing, marketing strategy produces a geometric growth rate. Not spread the virus to achieve marketing purposes, but to send a message to others or absorb friend to join a program to increase their visibility or sale of products and services by directing people. This way you can by e-mail, chat rooms, chat, newsgroups or in the network announced to sell consumer forums. China's first viral marketing communications company eight plus eight company said viral marketing as viruses, such strategies take advantage of rapid propagation of the explosion of information passed to millions of people. Viral marketing is the key to correctly guide the people to spread the will and makes effortless spread.
而移動(dòng)互聯(lián)網(wǎng)病毒營(yíng)銷(xiāo)是傳統(tǒng)病毒式營(yíng)銷(xiāo)的升級(jí)版，該理論是由四川三合道企業(yè)營(yíng)銷(xiāo)策劃副總羅文金提出。是首個(gè)提成移動(dòng)互聯(lián)網(wǎng)病毒營(yíng)銷(xiāo)傳播概念的發(fā)起人。他采用移動(dòng)互聯(lián)網(wǎng)高效的傳播方式加傳統(tǒng)病毒營(yíng)銷(xiāo)的理念和粉絲概念融為一起，并使用一些會(huì)直接傳播出去的活動(dòng)從一位用戶傳播到另外一位用戶，一位用戶對(duì)另一人傳遞的訊息并且是有利和有益的信息并采取可控手段，使用這樣的方式很可能是直接、個(gè)人、可信，且有意義的相互的，小眾間傳播。這類(lèi)傳播－使用戶間彼此之間自主自發(fā)自愿甚至瘋狂的傳播和接觸。
The mobile Internet viral marketing is an upgraded version of the traditional viral marketing, the theory is put forward by the Sichuan Sanhe Road Rowan Kim, vice president of corporate marketing planning. The commission is the first concept Mobile Internet viral marketing communications sponsor. He used an efficient mode of transmission of the mobile Internet plus traditional viral marketing ideas and concepts incorporated as fans together and spread out the use of some of the activities will be directly spread from one user to another user, the message one user to another person transmission and is beneficial and useful information and to take a controllable means, use it in this way may be direct, personal, credible, and meaningful interaction between, the small diffusion. Such spread - voluntary autonomic spontaneous madness spread even among users and contacts between each other.
傳統(tǒng)病毒式營(yíng)銷(xiāo)特點(diǎn)：
Traditional viral marketing features:
是通過(guò)利用公眾的積極性和人際網(wǎng)絡(luò)，讓營(yíng)銷(xiāo)信息像病毒一樣傳播和擴(kuò)散，營(yíng)銷(xiāo)信息被快速?gòu)?fù)制傳向數(shù)以萬(wàn)計(jì)、數(shù)以百萬(wàn)計(jì)的受眾。它存在一些區(qū)別于其他營(yíng)銷(xiāo)方式的特點(diǎn)。
Through the use of public enthusiasm and interpersonal network, so that marketing message spread like a virus and spread marketing messages are quickly replicated transmitted to thousands, to millions of audiences. It has some characteristics different from other marketing methods.
有吸引力的病源體
Attractive pathogens
天下沒(méi)有免費(fèi)的午餐，任何信息的傳播都要為渠道的使用付費(fèi)。之所以說(shuō)病毒式營(yíng)銷(xiāo)是無(wú)成本的，主要指它利用了目標(biāo)消費(fèi)者的參與熱情，但渠道使用的推廣成本是依然存在的，只不過(guò)目標(biāo)消費(fèi)者受商家的信息刺激自愿參與到后續(xù)的傳播過(guò)程中，原本應(yīng)由商家承擔(dān)的廣告成本轉(zhuǎn)嫁到了目標(biāo)消費(fèi)者身上，因此對(duì)于商家而言，病毒式營(yíng)銷(xiāo)是無(wú)成本的。
目標(biāo)消費(fèi)者并不能從“為商家打工”中獲利，他們?yōu)槭裁醋栽柑峁﹤鞑デ?？原因在于第一傳播者傳遞給目標(biāo)群的信息不是赤裸裸的廣告信息，而是經(jīng)過(guò)加工的、具有很大吸引力的產(chǎn)品和品牌信息，而正是這一披在廣告信息外面的漂亮外衣，突破了消費(fèi)者戒備心理的“防火墻”促使其完成從純粹受眾到積極傳播者的變化。
There is no free lunch, any dissemination of information must pay for the use of the channel. The reason why viral marketing is costless, it mainly refers to the use of the target consumer enthusiasm, but the promotion cost channel using a still exist, but the target consumers by businesses to stimulate voluntary information to the subsequent propagation process, originally borne by businesses advertising costs passed on to the target consumers, so for businesses, viral marketing is costless.
Not from the target consumers 'work for businesses' profit, why they voluntarily provide communication channels? The reason is that the first communicator of information passed to the target group is not blatant advertising information, but processed with a very attractive product and brand information, and it is this beautiful coat draped outside advertising messages, breakthrough consumer wariness of the "firewall" prompting the audience to its completion from a purely positive changes communicators.
網(wǎng)絡(luò)上盛極一時(shí)的“流氓兔?”證明了“信息偽裝”在病毒式營(yíng)銷(xiāo)中的重要性。韓國(guó)動(dòng)畫(huà)新秀金在仁為兒童教育節(jié)目設(shè)計(jì)了一個(gè)新的卡通兔，這只兔子相貌猥瑣、行為齷齪、思想簡(jiǎn)單、詭計(jì)多端、愛(ài)耍流氓、只占便宜不吃虧，然而正是這個(gè)充滿缺點(diǎn)、活該被欺負(fù)的弱者成了反偶像明星，它挑戰(zhàn)已有的價(jià)值觀念，反映了大眾渴望擺脫現(xiàn)實(shí)、逃脫制度限制所付出的努力與遭受的挫折。流氓兔的Flash出現(xiàn)在各BBS論壇、Flash站點(diǎn)和門(mén)戶網(wǎng)站，私下里網(wǎng)民們還通過(guò)聊天工具、電子郵件進(jìn)行傳播。如今這個(gè)網(wǎng)絡(luò)虛擬明星衍生出的商品已經(jīng)達(dá)到1000多種，成了病毒式營(yíng)銷(xiāo)的經(jīng)典案例。
Very popular on the network, "Mashimaro?" Demonstrates the importance of "steganography" in viral Marketing. South Korean rookie Kim animated educational programs for children in the kernel designed a new cartoon rabbit, rabbit looks wretched, nasty behavior, thinking simple, scheming, bullying, take advantage of not only lose, but it is full of shortcomings, it deserves to be bullied Anti idol became weak, it challenges the existing values, reflecting the reality of the public eager to get rid escape system limits the efforts and setbacks. Bugs Bunny appeared in the BBS forum Flash, Flash sites and portals, private Internet users through chat, e-mail transmission. Today this network derived from the virtual star has reached more than 1000 kinds of commodities, has become a classic case of viral marketing.
幾何倍數(shù)的傳播速度
Propagation velocity geometrically
大眾媒體發(fā)布廣告的營(yíng)銷(xiāo)方式是“一點(diǎn)對(duì)多點(diǎn)”的輻射狀傳播，實(shí)際上無(wú)法確定廣告信息是否真正到達(dá)了目標(biāo)受眾。病毒式營(yíng)銷(xiāo)是自發(fā)的、擴(kuò)張性的信息推廣，它并非均衡地、同時(shí)地、無(wú)分別地傳給社會(huì)上每一個(gè)人，而是通過(guò)類(lèi)似于人際傳播和群體傳播的渠道，產(chǎn)品和品牌信息被消費(fèi)者傳遞給那些與他們有著某種聯(lián)系的個(gè)體。例如，目標(biāo)受眾讀到一則有趣的flash，他的第一反應(yīng)或許就是將這則flash轉(zhuǎn)發(fā)給好友、同事，無(wú)數(shù)個(gè)參與的“轉(zhuǎn)發(fā)大軍”就構(gòu)成了成幾何倍數(shù)傳播的主力。
Mass media advertising marketing is "a multipoint" radial spread, virtually impossible to determine whether the advertising messages really reach the target audience. Viral marketing is spontaneous expansion of information promotion, it is not balanced, simultaneously, not separately passed to everyone in the community, but through similar channels of interpersonal communication and group communication, product and brand information is Consumer passed to those individuals and they have some connection. For example, the target audience to read a fun flash, his first reaction is that this is perhaps the flash forwards to friends, colleagues, participate in numerous "Forward army" constitute the main force to geometrically spread.
高效率的接收
Efficient reception
大眾媒體投放廣告有一些難以克服的缺陷，如信息干擾強(qiáng)烈、接收環(huán)境復(fù)雜、受眾戒備抵觸心理嚴(yán)重。以電視廣告為例，同一時(shí)段的電視有各種各樣的廣告同時(shí)投放，其中不乏同類(lèi)產(chǎn)品“撞車(chē)”現(xiàn)象，大大減少了受眾的接受效率。而對(duì)于那些可愛(ài)的“病毒”，是受眾從熟悉的人那里獲得或是主動(dòng)搜索而來(lái)的，在接受過(guò)程中自然會(huì)有積極的心態(tài)；接收渠道也比較私人化，如手機(jī)短信、電子郵件、封閉論壇等等(存在幾個(gè)人同時(shí)閱讀的情況，這樣反而擴(kuò)大了傳播效果)。以上方面的優(yōu)勢(shì)，使得病毒式營(yíng)銷(xiāo)盡可能地克服了信息傳播中的噪音影響，增強(qiáng)了傳播的效果。
Mass media advertising has some difficult to overcome defects such as interference strong message, the receiving environment is complex, serious psychological conflict alert audience. In TV advertising, for example, the same time there are a variety of television ads while running, many of them similar products "crash" phenomenon, greatly reducing the efficiency of audience acceptance. And for those lovely "virus", it is where the audience get from familiar people or actively searching comes in the acceptance process will naturally have a positive attitude; receiving channels are also relatively personal, such as SMS, email, closed forums, etc. (there are several people at the same time reading the situation, so instead of expanding the dissemination of results). Advantages of the above aspects, so as to overcome viral marketing information dissemination in the noise impact, and enhance the effectiveness of communication.
更新速度快
Update speed
網(wǎng)絡(luò)產(chǎn)品有自己獨(dú)特的生命周期，一般都是來(lái)的快去的也快，病毒式營(yíng)銷(xiāo)的傳播過(guò)程通常是呈S形曲線的，即在開(kāi)始時(shí)很慢，當(dāng)其擴(kuò)大至受眾的一半時(shí)速度加快，而接近最大飽和點(diǎn)時(shí)又慢下來(lái)。針對(duì)病毒式營(yíng)銷(xiāo)傳播力的衰減，一定要在受眾對(duì)信息產(chǎn)生免疫力之前，將傳播力轉(zhuǎn)化為購(gòu)買(mǎi)力，方可達(dá)到最佳的銷(xiāo)售效果。
Networking products have their own unique life cycle, usually come and go too fast, spread of viral marketing is usually S-shaped curve that is very slow in the beginning, when it expanded to half the speed of the audience speed up, while near the maximum saturation point time and slow down. For attenuation viral marketing spread the force, be sure to produce immunity before the audience of information, it will spread into purchasing power, only to achieve the best sales results.
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