Enterprise's Viral Network Marketing Strategy Research

With the rapid development of Internet technology, Internet is playing an important role in the social and economic life. More and more enterprises involve in network marketing. It has not only opened up a kind of new marketing channel, but also influenced the marketing model fundamentally, by created some unique network marketing methods. At the beginning of 21st century, a lot of marketing strategies and tools are based on internet, and viral network marketing is an important one among them. Viral network marketing is the development of word-of-mouth marketing at network age. Viral network marketing processes and spreads rapidly, with enormous influence, designed to attract network user ingeniously, to impel users to recommend the designs to others, thus become the carriers of virus marketing, and result in propagating and popularizing.This thesis starts by explaining background and meaning of selected title. It introduces the status of viral network marketing, providing research contents herein and thinking. In chapter two, it introduces the basic theories of viral network marketing. In the subsequent chapter three, it goes further on the analysis of enterprise viral network marketing intension and features, and defined the marketing concept of the viral network marketing. It introduces the relation between the concept of viral network marketing and computer virus, and analyzes the features of viral network marketing. In chapter four it studies some successful cases. Chapter five focuses on the feasibility of enterprise viral marketing strategy. It explores the design of enterprise viral network marketing strategy and describes viral network marketing ideas, steps, planning schemes and media. In chapter six, it points out existing problems in implementation of enterprise viral network marketing and suggests solutions. The thesis summarizes the groundwork at the end, and points out the study's limitation.Some of the main contributions herein lie in the following two points. First, it is a comprehensive study of enterprise viral network marketing strategy. It explores steps, planning scheme and methods. The study is rare in current domestic research, especially due to extraordinary shortage of materials. Second, it provides systematic and strategic design ideas of viral network marketing for enterprises. This article is able to add in content of theory of network marketing to the viral network marketing research and offer guidance for practice of enterprise's network marketing.