随着移动社交媒体的迅猛发展，以“人”为中心构建的新型的舆论环境，以“熟人关系”为基础的口碑系统，将成为影响整个品牌营销传播的关键渠道和方式。这种迅疾生长的舆论体系，彻底颠覆了既往150年的工业化营销模式，全新的营销理念和推广手法使传统企业迅速陷入被动、迷惘和艰难的境地。首先，它以碎片化、多对多、集群分层、交叉影响的口碑形态、传播与生产合二为一的立体网状群组式传播模式，彻底颠覆了企业以往一对多强势洗脑的传播模式；其次，它以化整为零、去中心化、成本透明和放大效应，彻底颠覆了企业与消费者的地位关系，使消费者变得前所未有的主动和强势；再次，它以令人上瘾着迷的内容为产品最强大的传播载体，彻底颠覆了企业以传播费用和传播渠道为核心的品牌打造和竞争态势；最后，它以集成了功能体验参与价值观娱乐互动等大产品的概念，彻底颠覆了以往只注重功能使用价值的企业产品设计与运营策略。本论文的研究目的在于：如何保证企业的营销内容能被移动社交媒体广泛地分享和传播？即驱动该内容实现病毒化传播的因素究竟是什么？如何对营销内容进行病毒化包装创意，利用移动社交媒体受众的“口碑”进行自动转发与分享，像病毒一样无限繁殖实现以最小的成本实现极大化的品牌曝光度和知名度的目标。本人手工遴选出95个国内外成功的病毒营销案例，逐一归类统计，深入分析，并结合本人10年的营销策划经验，得出四点结论：第一，实现营销内容的病毒化需要考虑三类受众心理需求共6种驱动因素：阶层需求（优越感的炫耀和身份的强调）、知识需求（猎奇和对有用信息的学习）、情感需求（情感宣泄和人际关系的探索互动）。第二，6种驱动因素中的“猎奇”和“探索”这两种驱动因素，在互动、视频、图片、文章四种病毒形式中占据绝对优势。反映受众对人与人之间关系的好奇及偏爱轻松娱乐的信息刺激的本能，而探索所蕴含的与生俱来的“互动”DNA更符合“移动社交”的本质，值得企业和营销人格外注意；第三，互动和视频这两种病毒形式在病毒内容的最常见的互动、视频、图片、文章四种方式中占据了绝对的优势，互动对应“探索”，视频对应“猎奇”，具有内容和形式上相当的一致性。相比其他形式，能提供更加强大的“品牌形象清晰度”和“魅力势能”。实现所谓的“魅力人格体”和“现实扭曲立场”。第四，在文字内容的病毒化启动因素中，对于有用信息的学习的渴求，是仅次于“猎奇”和“探索”之后的第三大驱动因素，值得重视。

With the rapid development of mobile social media, "the people" as the central building of the new media environment, "acquaintance" reputation-based system will be a key way to affect the entire channel and brand marketing communications. This swift growth of public system, revolutionized the past 150 years of industrialization and marketing model, new marketing ideas and promotion practices of the traditional enterprise quickly into a passive, confused and difficult situation. First, it forms reputation fragmentation, many-layered clusters, cross-impact, dissemination and production of the group into one of the three-dimensional mesh-type mode of transmission, revolutionized the dissemination of corporate brainwashing past many strong mode; secondly, it split up, to the center, cost transparency and the amplification effect, to overturn the status of the relationship between businesses and consumers, so that consumers become ever more active and strong; again, it is addictive fascinated by the contents of the product of the most powerful communication carriers, have revolutionized the business and communication channels to spread the cost of the core of branding and competition; concept Finally, it integrates the functions of the values involved in interactive entertainment experience and other large products, thorough overturn focus only on the function uses the value of the enterprise product design and operational strategies. The purpose of this paper is: how to ensure that the company's marketing mobile social media content can be widely shared and disseminated? That is what drives the content of the spread of the virus factor to achieve what is? How viral marketing, packaging and creative content, the use of mobile social media audience of "word of mouth" for automatic forwarding and sharing, like a virus to multiply indefinitely to achieve a minimal cost to achieve maximize brand exposure and visibility of the target.I manually select the 95 domestic and foreign successful viral marketing case, each classified statistics, in-depth analysis, and combined with my 10 years of experience in marketing planning, draw four conclusions: First, to achieve viral marketing content of the psychological needs of the audience needs to consider three drivers of a total of 6: class needs (to show off the superiority and identity emphasize), knowledge requirements (novelty and useful information learning), emotional needs (interactive exploration of emotional catharsis and interpersonal). Second, six kinds of drivers in the "novelty" and "explore" the two drivers of absolute dominance in the interactive, video, pictures, articles in the form of four viruses. Reflect on the relationship between the audience and the people's curiosity prefer light entertainment information to stimulate instinct, and explore the inherent birthright "interactive" DNA is more in line with "mobile social" nature, business and marketing people deserve extra Note; third, interactive and video of these two viruses in the most common form of the virus interactive content, videos, pictures, articles, four ways to occupy an absolute advantage, interactive correspondence "explore", the video corresponds to the "adventures" with content and form of considerable consistency. Compared to other forms, to provide a more powerful "brand image clarity" and "charm potential." To achieve so-called "charm personality body" and "reality distortion position." Fourth, the virus startup factor textual content, the thirst for learning useful information, and is second only to "novelty" of the second largest drivers, worthy of attention.