病毒性营销传播机理文献综述  

Literature review on viral marketing communication mechanism

作　　者：胡子纯 Hu Zichun(Nanjing University of Finance&Economics,Nanjing,Jiangsu,210023)

机构地区：[1]南京财经大学,江苏南京210023

出　　处：《市场周刊》2021年第2期86-87,112,共3页Market Weekly

摘　　要：随着互联网的发展,营销模式渠道也在不断拓宽。近几年来,利用互联网为媒介平台的营销模式快速发展起来,因此,这种拼接互联网媒介的病毒性营销已成为学术研究的热点。文章系统回顾了近年来有关病毒性营销模型的文献,确定了模型的机理,主要从网络营销学的角度出发,从研究方法和传播效果的影响因素两方面对病毒营销的传播机理进行了综述,并总结了相应的模型。最后提出病毒式营销在未来市场应用可以拓展的两个方面,以期对今后的相关研究有所引导。With the development of the internet,marketing channels are also expanding.In recent years,the marketing model using the internet as a media platform has developed rapidly.Therefore,viral marketing combining internet media has become a hot spot in academic research.This paper systematically reviews the literature on viral marketing models in recent years,determines the mechanism of the models,and summarizes the viral marketing communication mechanism mainly from the perspective of network marketing,from the research methods and the influencing factors of the communication effect,and summarizes the corresponding models.Finally,the research direction of virus marketing application frontier is put forward in order to be helpful and enlightening for future research.

关 键 词：病毒性营销 社交网络 传播机理 

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