病毒式行銷的成功關鍵因素

Abstract

病毒行銷的成功關鍵因素主要在於網友能自發的將其對於某產品或品牌的觀感及經驗，如同病毒在網路上公開闡述，以影響其他消費者對於該產品或品牌的評價。病毒行銷與傳統行銷不同處，是能夠即時以網路與其他消費者對話，分享彼此的心得和看法。此外，病毒行銷能夠成功，也在於它本身的內容價值，且消費者也能即時參與病毒訊息的建構過程，或可同時搜尋其他相關的訊息，來驗證強化該訊息的真實性，以作為其購買行為的參考。 本研究企圖利用焦點群體訪談的方式，探討企業組織如何透過網路病毒式行銷活動的進行，增進民眾對於企業的認識，以及如何透過網路病毒式行銷關鍵成功因素之應用，提昇企業的行銷效益。藉由網路病毒式行銷關鍵成功因素運用成效的發現，提供企業作為改進網路病毒式行銷運用的參考。 本研究實證結果，大致可分為三點，病毒行銷內容對消費者要有價值性，其病毒感染力才會發生作用；讓消費者產生共鳴，病毒行銷才能對消費者產生感染力，進而影響消費行為；改善產品與服務，強化病毒行銷結構，延長病毒行銷的感染週期。綜合研究結果，分別提出幾項建議，以供企業和後續研究之參考依據。

Viral marketing to refer to its characteristics, by focusing on how and why consumers become willing by post their consumption experiences on the net, on how and why these experiences can be interpreted as viruses functioning, and on how and why consumers are to be infected. The viruses in the processes of product and brand information search and consumption decision making. In this sense, the term virus signifies the virus-like, influential product and brand information represented and circuited through a variety of trajectories. This study hopes to use focus groups meeting to explore business organizations kcorporate knowledge, and the application of how marketing key success factors through a network of viral enhance marketing efficiency. The study attempts by Internet viral marketing effectiveness of the use of critical success factors found to provide improved corporate network as viral marketing use of reference. The empirical results of this study can be broadly divided into three points. First, viral marketing content is to be valuable to consumers, and its role in viral infectivity occurs. Second, allow consumers to resonate, viral marketing to appeal to consumers, thereby affecting consumer behavior. Third, improve products and services, and strengthen the structure of viral marketing prolong viral marketing infection cycle.