基于电子邮件的病毒式营销分析

电子商务论文编号:DZ049     论文字数:10876,页数:15

目  录

1  引言部分 ................................................2
1.1 选题背景 ...............................................2
1.2 选题目的和意义 .........................................2
1.3 国内外研究现状 .........................................3
1.4 本人的创新点 ...........................................4
2  基于电子邮件的病毒式营销的理论基础 ......................5
2.1 基于电子邮件的病毒式营销定义........................... 5
2.2 基于电子邮件的病毒式营销特点 ...........................5
2.3 基于电子邮件的病毒式营销的意义 .........................6
3  基于电子邮件的病毒式营销的分析 ..........................7
3.1 Email病毒式营销的技术基础.............................. 7
3.2 用户的Email地址资源及信息传递.......................... 8
3.3 Email病毒式营销的分析 ..................................9
4、结论 ....................................................12
参考文献 ...................................................14
致   谢 ...........................

摘   要

      随着因特网的迅速发展，国内外专家对基于电子邮件的病毒式营销进行了理论研究，本文介绍了基于电子邮件的病毒式营销的定义、特点和意义，并对基于电子邮件的病毒式营销策略进行分析，旨在能为中小型企业实施网络营销提供有效的参考。基于电子邮件的病毒式营销并非是用病毒进行传播，而是基于“邮件列表”进行的通过互联网为顾客提供免费的产品和服务，利用用户之间的主动传播，让信息像病毒一样扩散，从而达到推广企业产品的目的。大型企业在应用基于电子邮件的病毒式营销时，注意到了开展基于电子邮件的病毒式营销条件与其他营销的不同，通过对其营销策略的分析，可以看出基于电子邮件的病毒式营销策略有其自身的特点。中小型企业在实施基于电子邮件的病毒式营销时，要把握好它的特点，规避它的缺点，根据自己企业的情况，合理运用好基于电子邮件的病毒式营销策略，进而提高企业的知名度，推广企业和企业产品。

【关键词】电子邮件 病毒式营销 邮件列表

Abstract

With the rapid development of Internet, E-mail virus-marketing has been studied theoretically by experts all over the world. This essay introduces the E-mail virus-marketing’ definitions, characteristics and significance, and analyzes the E-mail virus-marketing strategy for small and medium enterprises’ network marketing to provide effective reference. E-mail virus-marketing is not spreading by HIV virus, but based on 'mailing list' of the Internet to provide customers with free products and services in internet, and achieving the purpose of promotion. Customers are willing to spread information of company, the speed of spreading like a virus. E-mail virus-marketing has been taken by large enterprises. Based on these strategies, we may see the E-mail virus-marketing strategy has its own characteristics. So it is necessary to grasp the characteristics to circumvent its shortcomings and elements of the Network E-mail virus-marketing for small and medium enterprises who will implement the E-mail virus-marketing. According to their own business, small and medium enterprises should apply the E-mail virus-marketing Strategy reasonably in order to promote the image of enterprises and products.

【Key words】Email  Virus-marketing  Mailing list