网络视频病毒式营销探析

Research on viral marketing by network video

通过对《旱冰宝宝》网络视频引起的病毒式营销事件,以问卷调研的形式进行实证分析,探讨网络视频病毒式营销.对病毒式营销的概念和原理进行了界定,将其与电视广告等传统营销形式进行对比,挖掘出病毒式营销的特点,结合《旱冰宝宝》案例分析了网络视频病毒式营销获得良好广告效应的传播过程.通过对消费者进行体验式问卷调研的实证方法,运用因子分析的主成分分析法,通过因子旋转获得创意主题和画面视觉两大主因子,揭示了《旱冰宝宝》网络视频病毒式营销获得成功的主要影响因素,同时分析了运用网络视频这种新型营销形式进行产品宣传的优势和面临的问题.总结了当前网络视频病毒式营销的三大特征:市场潜力大,持续性强和创意要求高,为网络视频病毒式营销策划者提供有价值的参考建议.

Made empirical analysis of the viral marketing event named ＂roller skating baby＂ which based on a questionnaire survey.Gave an introduction of the concepts and principles of viral marketing by network video films,and compared it to traditional marketing such as TV advertisement.Made analysis of the dissemination path of ＂roller skating baby＂.This paper also discussed the main reasons of the success of ＂roller skating baby＂ by making analysis of data collected from the questionnaire survey and got two principle components： creative theme and visual impact of video pictures.Analyzed both the advantages and problems of this kind of marketing.Summarized three characteristics of current viral marketing by network video films based on the result of empirical analysis.