互联网时代的口碑营销及应用策略

口碑营销是近年来企业进行营销传播的常用营销策略之一.互联网的出现使得消费者的口碑传播行为呈现出新的特点,同时为企业进行口碑营销活动提供了新的机会,因此,研究互联网时代的口碑营销具有一定的理论与实践意义.本文首先阐述了网上口碑传播的内涵,指出了网上口碑传播的途径,然后论证了网上口碑传播的特点.以此为基础,探讨了企业开展网络口碑营销的应用策略.

A Study of Word-of-Mouth Marketing and the Application Strategies in the Era of Internet

WOM (Word-of-Mouth) Marketing is one of the most often used marketing strategies in marketing communication process. Because of the emergence of Internet, consumers' WOM communication behaviors present many new characteristics, which have provided many marketing opportunities to current companies. Therefore, the study of WOM marketing in the Era of Internet is not only beneficial to marketing theory, but also to marketing practices. In this article, we firstly explain the definition of Online WOM Communication, and point out the ways of Online WOM Communications. Then, we discuss the new characteristics of Online WOM. Finally, we explore the application strategies of online WOM marketing.