The whole analysis of viral marketing of small and medium-sized enterprises under new situation

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With the expansion of the financial crisis, more and more enterprises to do business on the internet, recently met a few friends asked the network to promote the viral marketing is how to operate.

Here to write a special article to talk about this issue, about viral marketing, remember once saw such a metaphor, a small stone into the calm lake, a short span of a few minutes of layers of ripples can make the whole lake aroused undulator. A carefully thought-out viral marketing strategy achieves this unimaginable effect.

The earliest users of viral marketing, it should be Hotmail and Pepsi, and at first Pepsi came up with the idea of a marketing strategy for one of its products: Kids can get a Motorola pager if they collect 10 drinks and 35 dollars together and send them to Pepsi. Pagers are a cool thing in the kids ' minds. As a result, the product sold up to 12 million bottles within three months.

Viral marketing There is another model, covert proliferation, timing outbreak.

Microsoft's Windows black screen event was the real application of this model. At the time of entering the Chinese market, many people in the country with the Linux operating system, in order to quickly occupy the market, Microsoft developed a bold strategy: the price of genuine products set very high, and then allow piracy. Thousands of yuan of genuine software can buy a few dollars of pirated, huge curiosity to lure users more and more, so that it in a few years time quickly occupied the Chinese market. According to the relevant institutions, 2007 Microsoft operating systems in the Mainland China's share of 98%, about 85 million PCs.

Despite its high share, real sales are low, and Microsoft's sales in China accounted for 1% of global sales in 2007. Microsoft naturally will not give up China this piece of fat, when we are now inseparable from windows, Microsoft sold, the first to use off the line, black screen to combat piracy, but also let the genuine price of a sharp contraction, it is understood that the current genuine XP price is less than a year ago One-third. This price is not the final price, Microsoft to consider the global strategy, the price can not fall too fast, when the Microsoft genuine system prices to the people can bear, Microsoft's strategy is completed.

The above marketing ideas are aircraft carrier-class, the operation is more complex, the following a few simple points case.

In 2006, a fashion supplies business to find our company, to carry out product promotion. When giving their company a plan, a planner comes up with a thought. The company's products are mainly for the majority of young people, we seize the young people like to talk about the characteristics of QQ. The company designed a number of their company's products for the blueprint of the animated cartoon pictures, and in the corner of the picture with the company's ads, through the QQ expression to spread. I often see these pictures on QQ for a long time to follow.

E-book is also a good viral marketing way, previously for an education and training institutions to do the ebook, in a short span of 2 months, the download volume exceeded 30,000. It's a much worse way to do it now, but it's still a good way to use it properly.

In this to please everyone's attention is that viral marketing although the effect is very good, but the success is extremely difficult, and not casually can do, handling bad instead will bring unexpected negative effects. And the disease toxicity marketing requirements is innovation, imitation of the previous model is difficult to achieve large results, and in the viral marketing, the transmission must be valuable products or services, should not use technical means to carry out malicious transmission.

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