病毒营销Viral Marketing
（viral marketing，又称病毒式营销、病毒性营销、基因行销或核爆式行销），是一种常用的网络营销方法，常用于进行网站推广、品牌推广等。
(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.
病毒营销是指通过用户的社会人际网络，使信息像病毒一样传播和扩散，利用快速复制的方式传向数以千计、数以百万计的受众。也就是说，通过提供有价值的产品或服务，“让大家告诉大家”，通过别人为你宣传，实现“营销杠杆”的作用。病毒式营销已经成为网络营销最为独特的手段，被越来越多的商家和网站成功利用。
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.
移动互联网+下的病毒营销是怎样滴！
Viral marketing, mobile Internet + next is how drop!
病毒营销(Viral Marketing)起初是指那些鼓励目标
Viral marketing (Viral Marketing) initially encouraged those objectives
受众，把想要推广的信息，像病毒一样传递给周围的人，让每一个受众都成为传播者，让推广信息在曝光率和营销上，产生几何级增长速度的一种营销推广策略。并不是传播病毒而达到营销目的，而是通过引导人们发送信息给他人或吸收朋友加入某个程序来增加企业知名度或销售产品与服务。这种方式可以通过电子邮件、聊天室交谈、在网络新闻组或者消费者论坛发布消息推销。国内首家病毒营销传播公司八加八公司曾说病毒营销正如病毒一样，这种策略利用快速繁殖将信息爆炸式地传递给成千上百万人。病毒营销的关键是要正确引导人们传播意愿并且让人毫不费力的传播。
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.
而移动互联网病毒营销是传统病毒式营销的升级版，该理论是由四川三合道企业营销策划副总罗文金提出。是首个提成移动互联网病毒营销传播概念的发起人。他采用移动互联网高效的传播方式加传统病毒营销的理念和粉丝概念融为一起，并使用一些会直接传播出去的活动从一位用户传播到另外一位用户，一位用户对另一人传递的讯息并且是有利和有益的信息并采取可控手段，使用这样的方式很可能是直接、个人、可信，且有意义的相互的，小众间传播。这类传播－使用户间彼此之间自主自发自愿甚至疯狂的传播和接触。
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.
传统病毒式营销特点：
Traditional viral marketing features:
是通过利用公众的积极性和人际网络，让营销信息像病毒一样传播和扩散，营销信息被快速复制传向数以万计、数以百万计的受众。它存在一些区别于其他营销方式的特点。
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.
有吸引力的病源体
Attractive pathogens
天下没有免费的午餐，任何信息的传播都要为渠道的使用付费。之所以说病毒式营销是无成本的，主要指它利用了目标消费者的参与热情，但渠道使用的推广成本是依然存在的，只不过目标消费者受商家的信息刺激自愿参与到后续的传播过程中，原本应由商家承担的广告成本转嫁到了目标消费者身上，因此对于商家而言，病毒式营销是无成本的。
目标消费者并不能从“为商家打工”中获利，他们为什么自愿提供传播渠道？原因在于第一传播者传递给目标群的信息不是赤裸裸的广告信息，而是经过加工的、具有很大吸引力的产品和品牌信息，而正是这一披在广告信息外面的漂亮外衣，突破了消费者戒备心理的“防火墙”促使其完成从纯粹受众到积极传播者的变化。
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.
网络上盛极一时的“流氓兔?”证明了“信息伪装”在病毒式营销中的重要性。韩国动画新秀金在仁为儿童教育节目设计了一个新的卡通兔，这只兔子相貌猥琐、行为龌龊、思想简单、诡计多端、爱耍流氓、只占便宜不吃亏，然而正是这个充满缺点、活该被欺负的弱者成了反偶像明星，它挑战已有的价值观念，反映了大众渴望摆脱现实、逃脱制度限制所付出的努力与遭受的挫折。流氓兔的Flash出现在各BBS论坛、Flash站点和门户网站，私下里网民们还通过聊天工具、电子邮件进行传播。如今这个网络虚拟明星衍生出的商品已经达到1000多种，成了病毒式营销的经典案例。
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.
几何倍数的传播速度
Propagation velocity geometrically
大众媒体发布广告的营销方式是“一点对多点”的辐射状传播，实际上无法确定广告信息是否真正到达了目标受众。病毒式营销是自发的、扩张性的信息推广，它并非均衡地、同时地、无分别地传给社会上每一个人，而是通过类似于人际传播和群体传播的渠道，产品和品牌信息被消费者传递给那些与他们有着某种联系的个体。例如，目标受众读到一则有趣的flash，他的第一反应或许就是将这则flash转发给好友、同事，无数个参与的“转发大军”就构成了成几何倍数传播的主力。
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
大众媒体投放广告有一些难以克服的缺陷，如信息干扰强烈、接收环境复杂、受众戒备抵触心理严重。以电视广告为例，同一时段的电视有各种各样的广告同时投放，其中不乏同类产品“撞车”现象，大大减少了受众的接受效率。而对于那些可爱的“病毒”，是受众从熟悉的人那里获得或是主动搜索而来的，在接受过程中自然会有积极的心态；接收渠道也比较私人化，如手机短信、电子邮件、封闭论坛等等(存在几个人同时阅读的情况，这样反而扩大了传播效果)。以上方面的优势，使得病毒式营销尽可能地克服了信息传播中的噪音影响，增强了传播的效果。
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
网络产品有自己独特的生命周期，一般都是来的快去的也快，病毒式营销的传播过程通常是呈S形曲线的，即在开始时很慢，当其扩大至受众的一半时速度加快，而接近最大饱和点时又慢下来。针对病毒式营销传播力的衰减，一定要在受众对信息产生免疫力之前，将传播力转化为购买力，方可达到最佳的销售效果。
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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