Study Of The Viral Marketing Based On The Strategic Marketing Theory

In traditional marketing, it is a common practice for companies to promote their productsby encouraging customers’ recommendation to acquaintance. As the Internet technologybecomes more and more developed, the traditional marketing is gradually replaced by onlinebuzz marketing, and viral marketing is the product of this change. By virtue of low cost, highefficiency and other notable features, since the concept was emerged in the late20th century,the viral marketing has become a myth of the Internet marketing. In order to develop networkresources effectively, and make the network economic benefits maximization, viral marketinghas now become the companies’ mainstream model of network marketing.After more than ten years of practice and improvement, to a certain extent, although viralmarketing has made great progress, many enterprises still some problems in marketing planmaking, what is more, these problems may also affect the enterprise image in the minds ofconsumers. This study stands on the consumer’s point of view, systematically andcomprehensively introduces the application of strategic marketing theory is in the viralmarketing activities, and helps enterprises standardize viral marketing’s means ofimplementation, which greatly improves the probability of viral marketing’s success.Under the guideline of relative theories, combined with case studies, this study is mainlyto prove the theory in practical application of the correctness. The paper makes every effort toshow the whole picture of the application of strategic marketing theory is in the viralmarketing activities with complete, scientific and logical perspective, look into this method’sfuture at the same time objectively point out the existing problems and try to give thereference views.