文档介绍：华中科技大学
硕士学位论文

姓名:甘艺娜
申请学位级别:硕士
专业:传播学
指导教师:陈少华
20090529
华中科技大学硕士学位论文
摘要
近年来,以 Blog、RSS、SNS、播客为代表的互联网应用新模式得到了广泛应
用,标志着时代的到来,互联网进入了用户广泛参与和分享的时代。随着
的发展和网民数的增长,病毒式营销在网络上的应用得到了最完美的体现,
成为企业越来越重要的营销手段,同时也成为炙手可热的实践课题。本文所阐述的
病毒式营销是近年来兴起的一种网络营销方法。它利用口碑传播原理,用户之间自
发进行信息传递,这种信息传递像病毒一样快速复制并传向数以千计、数以万计的
受众,具有低成本和高效的特性。虽然已成为互联网研究的热门话题之一,
但鲜有人将和病毒式营销结合起来研究,更无人进行系统研究,即使实践
中已经呈现出病毒式营销在下“茁壮成长”的状态,却未被从理论上进行
提及和总结。本文从传播学出发,对涉及和病毒式营销的论文以及众多案
例进行研究和思考,并应用传播学理论,从传播类型、传播功能、传播媒介和传播
效果等方面来解读时代的病毒式营销。在理论研究中注意结合 2008 奥运会
等经典案例的分析,还分析了病毒式营销在下的传播技巧,以期给病毒式
营销实践一些指导,同时,也为理论界在这方面的研究贡献一份思考。

关键词: 病毒式营销传播

I
华中科技大学硕士学位论文
Abstract
In recent years, the new application style such as the Blog, RSS, has quickly
changed the , indicading ing of . The e into a
period when customers participate and share broadly. With the development of
and the growth in the number of users, viral marketing has e a hot topic in
practice. Viral marketing on the has got the most perfect embodiment. This
article expounds the viral marketing is a kind work marketing methods, It uses
word-of-munication principle, users transmit information spontaneously. This
kind of information transfer mode just like the virus replication, it transmit to thousands
and millions of audiences fast, with low cost and high efficiency. Because of ,
viral marketing es more and more valued at numerous businessman marketing
methods. Although since 2005, es one of the hot topic in the
research. However, few people bine and viral marketing to research,
even no more systematic research. Even in practice viral marketing has presented a
"thrive in state ", but they are not theoretically mentioned and summarized. This
article based on munication, involves and viral
marketingarticles and numerous case studying, and munication theory to
interpret v