裂變行銷的探究──以RE紅包為例

Exploring the Fission Marketing of RE Red Envelope

「裂變行銷」是近來年流行在中國的行銷手法，它可以讓企業在短時間內透過用戶拉新的方式快速成長，近年深受新創企業的青睞。然而目前有關裂變行銷的相關研究甚少，甚至何謂裂變行銷也未被學術界清楚的定義。本研究將裂變行銷與口碑行銷、病毒行銷、聯盟行銷等發展較成熟的行銷手法進行比較，並選擇阿爾伊公司於2017年所推出的點數回饋平台「RE紅包」作為個案，深入探討裂變行銷的本質以及平台企業應用裂變行銷時的特性。本研究提出了裂變行銷架構圖說明裂變行銷中消費者從受眾成為用戶，再進一步成為分享者的轉變，以及採用門檻、分享門檻、用戶終身價值三者的互動關係。主要結論包括：（1）裂變行銷屬於口碑行銷、病毒行銷、聯盟行銷等行銷模式的演變，其結合了這三種行銷手法的部分概念，擁有可不斷擴散又可確保消費轉換的優點。（2）裂變行銷打破了消費者與合作夥伴的疆界，企業透過提供用戶推廣獎勵、推廣工具等讓用戶發揮自己的社會資產幫企業拉新用戶。（3）裂變行銷可在推廣活動中創造出額外的價值，甚至還能提升推廣者與被推廣者的關係。（4）平台企業可善用多邊用戶的特性強化裂變行銷的效果，甚至讓部分用戶共同分擔補貼費用。（5）病毒行銷除了著眼於「選擇」適當的種子用戶之外，亦可參考裂變行銷的方式主動「創造」種子用戶。

“Fission Marketing” allows enterprises to grow rapidly by acquiring new users through the effort of their existing users. It became a buzz among start-up companies, especially in the Chinese market. However, researches on the topic stay rare, and the notion of “Fission Marketing”has not yet been defined academically. We conducted a case study on “RE Envelope”, a points reward platform created by RE company in 2017, and we develop fission marketing theory from several mature marketing theories like Word of Mouth, viral marketing and affiliate marketing. In this paper, we discuss the essence of fission marketing and analyze the scenarios when platform enterprises applied this marketing approach. We propose a fission marketing framework, based on the journey of consumers, starting from becoming a target audience, next, turn into users, finally transform into promoters. The framework furthermore explains the relationship between entry barriers, promotion barriers, and user lifetime value. Our main findings include: (1) Fission marketing is new marketing that evolves from word-of-mouth marketing, viral marketing, and affiliate marketing. Fission marketing integrates parts of these three marketing methodologies. It keeps both high spreading and convention rate. (2) Fission marketing breaks the boundary between consumers and business partners. By providing promotion rewards and promotion tools, companies acquire new users with the power of existing users leveraging their social capital. (3) Fission marketing create additional value from promotion activities, which at the same time improve the relationship between promoters and audiences. (4) Platform business could benefit from its multi-side market characteristics to amplify the effect of fission marketing; moreover, it is able to share the costs of subsidy with part of the users. (5) Viral marketing focuses on identifying ''the right seed users'', it could also learn from fission marketing, consider creating their own seed users.