试论病毒性营销及其发展新趋势摘要随着互联网的快速发展，病毒性营销以其低成本、高成效、广传播的特点，深受企业的依赖，但由于企业网络营销理念落后，网络营销能力不高，在进行病毒性营销时存在一些误区。鉴于此，本文首先简述病毒性营销的起源、内涵、特点及传播方式，接着对我国病毒性营销的现状进行分析，指出其存在的问题，继而结合当前病毒性营销的发展趋势，提出企业进行病毒性营销的策略，即注重创意设计与营销实施过程；注重创造，不断进行策略更新；进行情感式病毒营销，不断提高企业的病毒性营销水平。关键词：病毒性营销；情感式病毒营销；策略使用；合宜把握；研究分析StudyOnthedevelopmentofviralmarketingandnewtrendsAbstractWiththerapiddevelopmentoftheInternet,viralmarketing,withitslowcost,highperformance,widedisseminationofthecharacteristics,thedependencebycompanies,buttheconceptbehindnetworkmarketingbusiness,networkmarketingabilities,whencarryingouttheexistenceofviralmarketingsomeerrors.Inviewofthis,thepaperfirstbrieflytheoriginofviralmarketing,content,characteristicsandmodeoftransmission,thenviralmarketingonthestatusofouranalysis,thatitsproblems,thenpointedoutthatviralmarketingtrends,concludesenterprisesviralmarketingstrategy,hopingbusinessfocusoncreativedesignandmarketingimplementationprocess;focusoncreating,ongoingpolicyupdates;emotionalstyleviralmarketing,andconstantlyenhancethelevelofviralmarketing,isthepracticalsignificanceofthestudy.Keywords:Viralmarketing;emotionaltypeofviralmarketing;strategyuse;appropriategrasp;researchandanalysis目录一前言.....................................................................1（一）病毒性营销的起源..........................................................................................................................1（二）病毒性营销的内涵及特点............................................................................................................11几何倍数的传播速度.................................................................................................................................22良好的接收率..............................................................................................................................................23更新速度快...................................................................................................................................................24成本很低.......................................................................................................................................................2（三）病毒性营销的传播方式.................................................................................................................2二病毒性营销的现状分析.....................................................2（一）病毒性营销的发展现状.................................................................................................................2（二）企业在进行病毒性营销存在的问题..........................................................................................31病毒性营销的意识不强............................................................................................................................32病毒性营销的水平不高............................................................................................................................33缺少创新能力，同质化现象严重.............................................................................................................
