“病毒式”营销策略在浙中中小型外贸企业的应用

The Application of Viral Marketing Strategy in the Small and Medium-Sized Foreign Trade Enterprises in Central Region of Zhejiang

"病毒式"营销作为一种网络营销方法,常借助于网站、品牌推广等手段,在互联网上利用"口碑传播"的方式,使目标产品的销售像病毒一样迅速蔓延,从而达到产品销售高效率低成本的目的。浙中中小型外贸企业规模小实力弱,实施"病毒式"营销策略成本低收效大,有推广运用的价值。文章基于浙中某中小外贸企业的实践案例,探究"病毒式"营销策略在中小外贸企业营销中的应用实况、存在问题,并提出了相应的解决对策。

As a network marketing method, viral marketing strategy usually uses brand promotion through oral spreading in the Internet like a real virus spreading rapidly to achieve the effect of high performance with low cost. The small and medium-sized foreign trade enterprises in central region of Zhejiang usually feature small scale and weak strength, so there will be great prospect if these enterprises use viral marketing strategy in their daily operation. Based on a case study, this paper explores the application of viral marketing strategy in these enterprises and existing problems, at the same time puts forword some suggestions.