Viral Marketing And Its Application In Open Platform

With the internet from a closed to an open process, the internet industry has entered a new business ecological environment, in which the relationship between platform operators and developers from competition to cooperation, to jointly promote the internet industry development. In new business in the ecological environment, the traditional means of marketing to a certain extent has been unable to meet the development needs of the open platform, the platform operators urgent need to establish a set of developers low-cost and rapid dissemination of new marketing open platform channels, viral marketing as a web-based word-of-mouth marketing tool, through the packaging of information, the use of information in the internet users between the word-of-mouth spread, so as to achieve the kind of information spread like a virus down.The purpose of this thesis is to build a viral marketing channel in the open platform. First, through literature reading method of viral marketing study to analyze the characteristics of the spread of the viral marketing analysis of the basic elements and audience characteristics, combined with the open platform industry chain analysis, clear open platform to create viral marketing channels necessity and urgency; Second, the application of the foregoing research achievements and combined with practical experience in viral marketing, based on the open platform building’s needs, clear open platform in the new the marketing channels of the design goals, proposed in the open platform to establish viral marketing dissemination channels of the overall framework model and establish processes and focus on the analysis of new marketing channels marketing processes; then, the combination of work based on the open platform for social networking, the first under the guidance of the basic framework of the proposed construction of viral marketing, design and realization of a sets of viral marketing channels, and focus on pathogens in the viral marketing channel construction design, communication channels construction; Finally, the collection of actual access to the viral marketing channels marketing data and analysis, summed up the establishment of viral marketing channels in the open platform marketing effectiveness, from the result we can see that the new marketing channel has the advantages of faster spread, less cost, higher active opposed to traditional marketing channel. In the last article, combined with the problems encountered in the practical work of the industry in the viral marketing channels in the open platform to provide practical advice In this thesis, the research results show that the open platform for the emerging Internet business ecosystem environment, viral marketing is an effective marketing tool, viral marketing channels by platform operators to build the audience to fully mobilize the initiative and participation, based on human nature in the actual marketing process, if we can combine the application itself characterized by incentives, to design sophisticated pathogens can spread like a virus to go on, therefore, viral marketing channels is an important part of the platform operators to improve the functionality of its platform through viral marketing channels, to improve the competitiveness of its platform in the market, from a developer’s point of view, the platform operators viral marketing channels available to small a cost, quick and easy application promotion means developers in selecting a consideration when the platform.