China’s Publishing Industry "Viral Marketing" Application Research

"Viral marketing" based on traditional interpersonal communication "in reputation effect", take thenetwork as the basic tool, make full use of the principle of information communication pass from mouth tomouth formed the opinion leaders, guiding the audience. Early on, it is a new mode of transmissionnetwork, not with the utilitarian color, due to the spread of fast, low cost, high quality and graduallybecome the means of marketing. The content or service value degree, a functional copy of the convenient,widespread possibilities, public participation in the initiative as well as to the existing communicationsequipment and other resources are "viral marketing" of the six basic elements, for the industry to introducethe marketing provides reference.The transformation of the completion of the publishing industry in the future work must face themarket, pay attention to social benefits at the same time as the economic return, which can ensure thequality and pay attention to management, coupled with the new media continue to emerge, the introductionof new marketing environment has matured. In addition, the low cost of reproduction characteristics ofpublications, network high popularity rate and audience digital reading tendency for "viral marketing"mode of promotion of infuse sufficient power, enrich the way in the publishing industry application.Based on the "viral marketing" in the current publishing industry in the application as thebreakthrough point, put forward to carry out "3W" is "viral marketing" the basic strategy, namely creatingfeatured content (what), looking for the propagation of the main (who) and selecting communicationchannels (which channel), specific practices is unique and innovative ideas, selection of effectivecommunication tools, provide a convenient mode of transmission, to encourage audience participation andcommunication, timely update information maintenance audience loyalty, achieve three-dimensionalcommunication.However, the publishing industry to introduce "viral marketing", although the benefit of publishingunits to reduce marketing costs, improve product reliability and brand awareness and establish, but in theprocess of information authenticity and creativity, while the induction of this indirect way of selling,audience digestion may generate resentment, and from the whole, pay attention to brand correlation between culture and system construction.