奖励性病毒营销的传播要件与适用情境分析  

Analysis of Communication Elements and Applicable Situations of Reward Virus Marketing

作　　者：王桂萍[1] 苏晨 Wang Guiping;Su Chen(School of Management,Shandong University,Jinan 250013,Shandong)

机构地区：[1]山东大学管理学院,山东济南250013

出　　处：《江苏商论》2020年第7期12-15,共4页Jiangsu Commercial Forum

摘　　要：互联网时代,人际关系相互交织成错综复杂的三维立体状,网络上的节点不再是星星点点零散分布而是彼此联系,传播方式也因此得到了较大的突破。病毒营销在该潮流中大放异彩,但是也存在一些企业盲目采取这种营销战略付出较大成本而实际效果甚微的问题。本文将在网络时代繁荣发展的基础上,探索企业采取奖励性病毒营销的传播要件,综合现有学者观点,提出奖励性病毒营销合适的滋生环境和具有针对性的传播介质两个具有创新性的要件,同时对奖励性病毒营销的适用情境展开分析。In the Internet era,interpersonal relationships are intertwined into an intricate three-dimensional shape.The nodes on the network are no longer scattered and connected but are connected to each other,and the propagation method has been greatly broken through.Viral marketing shines in this trend,but there are also problems that some companies blindly adopt this marketing strategy to pay a large cost and have little practical effect.Based on the prosperous development of the Internet era,this article will explore the communication elements for companies to adopt rewarding viral marketing,integrate existing scholars'views,and propose two innovative breeding environments for rewarding viral marketing and targeted communication media Requirements,at the same time,analyze the applicable situation of incentive virus marketing.

关 键 词：奖励 病毒式营销 传播 适用情境 

分 类 号：F71[经济管理—产业经济]