Research & Analysis On The Application Of Viral Marketing To The Promotion Of SNS Websites In China

In recent years,with the increase of domestic cyber citizens and the rapid spread of Web2.0 concept on the Internet,the SNS is becoming a hot spot as an application of Web2.0.Now,the SNS website in China is entering a phase of rapid development. As a marketing means based on the interpersonal networks,viral marketing is of great importance to the promotion of SNS websites,which are established on the interpersonal networks too.Among the domestic SNS websites,kaixin001.com is the fastest growing one.Set up by the end of 2007,which is late Compared to other domestic SNS sites,Kaixin001.com managed to gain popularity and seize a relatively big market share quickly with the help of viral marketing.It was precisely because of the viral marketing that kaixin001.com became a dark horse in the field of domestic SNS,and going on kaixin001.com website became one of the most significant network events in 2008 in China.Therefore,the study of the application of viral marketing in the promotion of kaixin001.com could be of great reference value for the promotion of domestic SNS websites.This paper uses the method of documentary analysis and case study to figure out the success of the kaixin001.com from the perspective of viral marketing.Through the analysis,this paper trys to provid some useful information for the promotion of other domestic SNS websites.This paper includes five parts.The first part reviews the emergence and development of the viral marketing theories and the domestic researches of SNS websites.The second part introduces the basic theories of viral marketing,including the concept,the characteristics,the background and the application of viral marketing. This part also summarizes three types of viral marketing.The third part introduces the development of domestic SNS websites and the importance of viral marketing to the promotion of these websites.The fourth part analyzes the application of the viral marketing in the promotion of kaixin001.com based according to the six principles of viral marketing.The last part makes some conclusions and reflections.