化妆品品牌“病毒”式营销策略分析

华中科技大学硕士学位论文化妆品品牌“病毒”式营销策略分析姓名：涂莉俊申请学位级别：硕士专业：传播学指导教师：陈先红20060508II21gmailhotmailHpIIIAbstractIn21century,theworldenteredintoaninternationalizedcompetingtimeofbrand.Establishing,cultivatinganddevelopingwell-knownbrandbecomesalongtermexpandingstrategyforanenterprise.WiththerapiddevelopingofChineseeconomy,marketeconomybecomesmoreandmoredeeplyandcloselymergingintoglobaleconomy.EstablishingbrandbecomesavitalmatterofimmediateurgencyandisthenecessarywayforChineseenterprisebeingsuccessful.Viralcommunicationisnotanewconcept.Itsendsinformationofcompanytoothersbyquicklyduplicatingways.Itlikesmouthcommunicationwhichcombinedwithmanyothercommunicationskills.Itdependsonahighpass-alongratefrompersontoperson.However,therangeiswiderandeffectdeeper.FollowingwiththeimprovementofITtechnicalskillsandlargernetcitizenpopulation,bbs,mail-listandsoonmoreandmorepopularsincethefreedomtalkingandontimefeedback.Itlaysthefoundationofviralcommunication.Inthemeanwhile,logisticareaande-commerceimprovementpromoteviralcommunication,andthusviralcommunicationturnsmoreandmoreimperative.Tillnow,viralcommunicationiswidelyusedinITcompaniessuchasgmail,hotmail,hpandsoon.Intraditionalindustries,theyseldomrecognizetheimportanceofviralcommunication.Inthispaper,Inthispaper,Italkaboutcosmeticcommunicationways,marketingstrategiesanddisadvantages,finallycombinecosmeticareaandviralcommunicationtogether.Purposeofthethesiswhichisinnovativeandbreakthroughistoguidethecosmeticarea.IwouldstillliketodefinethistextasAnExplorationStudy,AstheresearchaboutviralcommunicationinChinaaretooweak,eveninforeigncountries,thetheoreticalresearchandpracticeaboutissuemanagementisstillfarfromreachingripestage,especiallylackingsystematic,integratedthinkingaboutenterprise'sissuemanagement.KeyWord:brandcosmeticsviralmarketing111.12005253519972000117WTO4:3:3BBSDHCGmail2hotmailgmail1.2hotmailITgmailhotmailgmail31.3422.1brandr196012PhilipKotler,MarketingManagement(NinthEdition),PrenticeHall,1997,P443534A.O5Levis62530DavidAker1AB.C.D.A200162()3471252.281989926FAD940SK-II102.32090500012020031001119972701990ClinicOridinessAlamesDIY2.41023.8%412030201080013123000200.71333.1RalphF.Wilson1email2email345WhatdoesViralMarketingReallyMean?ByJeffreyGraham,October11,19991463.281215S16QQ20.6ICQ3.3Jupiter4681251763.41.2001FlashFlashFlash200FlashFlash1001501015002.emailFlash18“”FlashFlash“”PowerPoint3.HotmailemailemailHotmail——emailBlueMountainBlueMountainBlueMountainBraveNetemailBraveNetBraveNetBraveNetDHCDHCDHC1944.1Katz4851199020186039.550.7%44.5%41.1%354.2121200511183.8SKII222EffectivePublicRelations2000“”4.39023Flash24google263NO.51094.4BBS2555.11DVD230303CNNIC2006117171.11182435.1253019.3%1816.63071302932.4%12.6%269.4%/9.3%7.4%7.0%92.6%45.4%18.9%BBSBBS4ebay52005DHC5.21271995IntelIntelIntelIntelSK-II,228SK-II2004TheBodyshop3Flashemail2005DHC29DHC6DHCS4BBS30S5DVDBBSgoogleSQQS25XXSKII31326RalphF.WilsonWTO33341200522005.4342004.1052001.362004.371998.5820009PhilipKotler92001.910JimBlytheConsumerBehavior1997112004.92005.312[]E1991.617RickCrandallMarketingYoursevice,Business&Economics,200218PhilipKotler,EduardoLRoberto,NedRoberto,NancyLeeSocialMarketing:ImprovingtheQualityoflife,SocialScience–200219StephenDiorio,HowtoCatchontoviralmarketing,OnlinemarketingStrategies,February16,20013520Clickz,TipsforOptimizingViralmarketingCampaigns,Febrruary22,200121BlakeRohrbacher,ThePowerofViralMarketing,November8,200022JeffreyGraham,WhatdoesViralMarketingReallyMean?October11,199923(NinthEdition),1997,P44330A2001312002321999331989341999352001.336PaulF.Lazarsfeld,BernaldBerelsonandHazalGaudet,ThePeople’sChoice,NewYork:ColumbiaUniversityPress,194837E.Rogers,DiffusionofInnovation,NewYork:FreePress,1963(3rd,edition)38EKatz,PaulF.Lazarsfeld,PersonalInfluence:ThePartbypeopleintheFlowofMassCommunication,FreePressofGlencoe,1955392003401989化妆品品牌“病毒”式营销策略分析作者：涂莉俊学位授予单位：华中科技大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：335b02ec-382a-451d-8caa-9e0800d3b8b3下载时间：2010年10月7日