我国出版业中“病毒式营销”应用研究

发布时间：2018-07-24 10:42

【摘要】：“病毒式营销”基于传统人际传播中的“口碑效应”，以互联网络为基本工具，充分利用口口相传原理形成信息传播中的意见领袖，引导受众。初期，它仅为一种新型网络传播方式，并未带有营销色彩，后因传播速度快、成本低、质量高等特点逐渐成为营销手段。内容或服务的价值度、复制功能的便捷度、大范围传播的可能性、公众参与的主动性以及对现有通讯设备和他人资源的利用度是“病毒式营销”的六个基本要素，为出版业引入该营销方式提供了参考。转企改制的完成使我国出版业在今后工作中必须直面市场，注重社会效益的同时兼顾经济回报，即既保证质量又重视经营，加之新媒体的不断涌现，引入全新营销方式的外部环境已日臻成熟。另外，出版物的低复制成本特性、网络的高普及率及受众的数字化阅读倾向又为“病毒式营销”方式的推广注入了充足的内动力，丰富了该方式在出版业的运用。本文以“病毒式营销”在当前出版业中的应用为切入点，提出执行“3W”是“病毒式营销”的基本策略，即创建特色内容（what），寻找传播主体（who）和选择传播渠道（which channel），具体做法是制造独特又新颖的创意、选择有效的传播工具、提供便利的传播方式、鼓励受众参与和交流、及时更新信息维护受众忠诚度、实现立体传播。然而，出版业引入“病毒式营销”，虽有利于出版单位降低营销成本、提高产品可信度以及品牌知名度树立，，但需在过程中注意信息的真实性和创新力问题，同时采用诱导这种婉转的推销方式，消解受众可能产生的抵触情绪，并从整体着眼，注重品牌的相关性培养和系统化建设。
[Abstract]:Based on the "word-of-mouth effect" in traditional interpersonal communication, "viral marketing" takes the Internet as the basic tool to make full use of the principle of word of mouth to form opinion leaders and guide the audience. At the beginning, it is only a new type of network communication mode, which has no marketing color, but has gradually become a marketing means because of the characteristics of fast communication speed, low cost and high quality. The value of content or services, the ease of reproduction, the possibility of widespread dissemination, the initiative of public participation, and the use of existing communications equipment and other people's resources are six essential elements of viral marketing. It provides a reference for the publishing industry to introduce this marketing method. With the completion of the reform of enterprises, the publishing industry in our country must face the market directly in the future, pay attention to social benefits and give consideration to economic returns, that is, to ensure both quality and management, and the continuous emergence of new media. The external environment of introducing new marketing mode has matured day by day. In addition, the characteristics of low reproduction cost of publications, the high popularity of the network and the digital reading tendency of the audience have injected sufficient internal power into the promotion of "viral marketing", which has enriched the application of this way in the publishing industry. Based on the application of "virus marketing" in the current publishing industry, this paper puts forward that implementing "3W" is the basic strategy of "virus marketing". That is to say, to create the characteristic content (what), to find the main body of communication (who) and to choose the channel of communication (which channel), is to create unique and novel ideas, to choose effective means of communication, to provide convenient means of communication, and to encourage the audience to participate and communicate. Timely update information to maintain audience loyalty, achieve three-dimensional communication. However, the introduction of "viral marketing" in the publishing industry is conducive to reducing marketing costs, improving product credibility and establishing brand awareness, but attention should be paid to the authenticity and innovation of information in the process. At the same time, the author adopts the method of inducing this kind of tactful marketing, dispels the antagonism that the audience may produce, and from the whole view, pays attention to the cultivation of brand correlation and systematization construction.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G235

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