共查询到20条相似文献,搜索用时 89 毫秒
1.
选派干部都想有个好口碑,这个口碑其实就是选派干部任职期间所干的事业和自己人品,说到底就是民心的去向。俗话说得好:“金杯、银杯,不如老百姓的口碑;金奖、银奖,不如老百姓的夸奖。”因此,官大官小是次要的,重要的是在任职的地方受到群众称赞,留下好的政绩。 相似文献
2.
地方新闻网站具有区域影响力强的巨大优势,而想获得社会大众口碑和地方政府重视双丰收,则要下一番大力气,其中打造具有特色的名专栏是尤为重要,并且是最为基础的一步。 相似文献
3.
网络口碑对消费者购买的影响 总被引:4,自引:0,他引:4
网络口碑作为口碑的一种与一般的口碑在本质上是一致的,但是由于它所使用的网络载体,所以往往具有传播速度快、范围广、但可信度较低的特点。企业想要合理地利用网络口碑,首先就需要了解网络口碑是如何影响消费者的购买,其次要合理地运用网络口碑的特点以及网络口碑与一般口碑的共性来进行企业的营销活动。重点对网络口碑的一些特点进行了分析。 相似文献
4.
分析电子口碑形成与传播的机制,以及了解电子口碑对于消费者行为的影响,进而认识到电子口碑的市场效果,找出影响电子口碑市场效果的因素,这对于管理者来说,可以使市场向着有利于自己的一面发展;对于商家来说,这也是一个新的营销手段。本文采用抽样问卷调查法,验证了电子口碑市场影响模型,总结出影响电子口碑市场效果的主要因素为电子口碑传播者的认知、电子口碑传播者的动机、电子口碑传播者的个人相关知识、电子口碑信息的偏向性、电子口碑接受者的个人相关知识等几方面。研究结果为更好理解电子口碑在中国的市场效果提供了实证基础。 相似文献
5.
随着信息技术的发展,口碑效应进一步延伸,网络口碑逐渐成为消费者购买决策的重要影响因素。消费者是否采纳所搜寻的网络口碑,关键在于他们对信息的有用性感知。企业应当重视网络口碑信息,积极鼓励更多的消费者者发布网络口碑,同时加强对网络口碑的质量管理,有效地利用网络口碑营销提升销售业绩。 相似文献
6.
《企业经济》2014,(1)
良好的口碑是企业长期获得客户和持续竞争力的根本保证。成功的口碑营销应包括五个"T"开头的英文单词所代表的营销步骤:Talkers(谈论者)、Topics(话题)、Tools(工具)、Taking Part(参与)和Tracking(跟踪)。根据5T法则,企业的口碑营销可以从以下步骤展开:首先,明确口碑营销的谈论者,为企业塑造口碑提供营销基础;其次,挖掘口碑素材,设计口碑内容,传播有效口碑信息;第三,通过多种传播媒介搭建用户沟通渠道与平台,扩大口碑传播效果;第四,积极加强与顾客的互动,增强品牌亲和力,巩固用户群体;最后,收集评价口碑信息反馈的数据,跟踪并分析顾客谈话内容,加强负口碑管理。 相似文献
7.
8.
9.
10.
11.
12.
在线零售商营销道德与口碑的关系研究 总被引:1,自引:0,他引:1
在企业识别理论和社会认同理论的基础上,构建了在线零售商营销道德、企业道德识别、消费者-企业认同与口碑之间的关系模型。研究发现,在线零售商营销道德通过企业道德识别和消费者-企业认同对口碑产生正向影响,但是其五个维度的作用路径并不完全相同。企业道德识别在直接正向影响口碑的同时,还通过消费者-企业认同间接正向影响口碑。因此,在线零售商应建立和维持一个有道德的身份,强化顾客对企业的认同感,以此形成传播效应。 相似文献
13.
Measuring Word of Mouth's Impact on Theatrical Movie Admissions 总被引:2,自引:0,他引:2
Information transmission among consumers (i.e., word of mouth) has received little empirical examination. I offer a technique that can identify and measure the impact of word of mouth, and apply it to data from U.S. theatrical movie admissions. While variables and movie fixed effects comprise the bulk of observed variation, the variance attributable to word of mouth is statistically significant. Results indicate approximately 10% of the variation in consumer expectations of movies can be directly or indirectly attributed to information transmission. Information appears to affect consumer behavior quickly, with the length of a movie's run mattering more than the number of prior admissions. 相似文献
14.
15.
Carla Guadalupi 《Journal of Economics & Management Strategy》2018,27(1):53-70
This paper studies the effect of word‐of‐mouth communication on the optimal pricing strategy for new experience goods. I consider a dynamic monopoly model with asymmetric information about product quality, in which consumers learn in equilibrium from both prices and other consumers. The main result is that word‐of‐mouth communication is essential for the existence of separating equilibria, wherein the high‐quality monopolist signals high quality through a low introductory price (lower than the monopoly price), and the low‐quality one charges the monopoly price. The intuition is simple: low prices are costly, and will only be used by firms confident enough that increased experimentation (and therefore communication among consumers) will yield good news about quality and increased future profits. Additional results are the following: for the high‐quality seller, the expected price (quantity) is increasing (decreasing) over time; whereas for the low‐quality one, the opposite is true. Moreover, signaling becomes more difficult when consumers pay less attention to their peers' reports and more attention to past prices. Finally, word‐of‐mouth communication improves consumer welfare. 相似文献
16.
本文以劳特朋的"4C理论"为基础,从促销宣传、资源利用及服务质量三个层面对新疆旅游产品营销现状进行了分析,提出了基于消费者、成本、便利性及沟通四个方面实施口碑营销策略的构想。 相似文献
17.
基于统计分析得出的长尾理论在网络营销领域日益受到重视,本文从消费行为的角度探讨了影响长尾理论在网络营销中发挥作用因素,提出在网络营销中口碑控制是影响长尾理论发挥作用的核心因素。对网络营销管理有一定的借鉴意义。 相似文献
18.
This study reexamines the Theory of Reasoned Action in a culture with higher uncertainty avoidance and power distance and analyzes how homophily and the ability (expertise) of word of mouth (WOM) sources impacts on the consumer attitudes and purchase decisions with respect to such high‐risk credence products as college selection. By using an interpretivist approach to model building, the study comprises 41 interviews, finding that WOM made a significant impact on attitudes but not on purchase behaviors. Homophily with friends was regarded as an important factor at the search stage, but strong ties were more important in the purchasing of the product. Expertise and the credibility of the WOM played a significant role in generating trust in WOM, resulting in attitude change, although with a minimal impact on purchase behavior. The article concludes with implications for practice. 相似文献
19.
Consequences of a green image of drone food delivery services: The moderating role of gender and age
Drone food delivery services play a significant role in protecting the environment, because the services are operated by batteries that can be charged with electricity. Therefore, this study tried to examine a green image in the context of drone food delivery services. More specifically, this study proposed that a green image of drone food delivery services plays an important role in the formation of attitude toward using the services. In addition, it was hypothesized that the attitude has a positive influence on behavioral intentions including intentions to use, word‐of‐mouth intentions, and willingness to pay more. Lastly, the moderating role of gender and age was proposed during the theory‐building process. A theoretical model, which included 12 hypotheses, was developed and tested using a total of 427 samples collected in Korea. The data analysis results showed that a green image of drone food delivery services has a positive influence on attitude toward using the services, which in turn positively affects three subdimensions of behavioral intentions. Furthermore, gender and age played partly as a moderator. The current paper was the first to study the green image of drone food delivery services, so the findings of this study mean a lot to the theoretical aspect. 相似文献
20.
CRM中企业和客户双赢机制的理论分析 总被引:1,自引:0,他引:1
本文通过构建理论模型,分别分析了在单次交易和CRM(Customer Relationship Management)下长期合作时企业和客户的得益,其中考虑了客户的重复购买、交叉购买和口碑推荐对双方得益的影响。通过比较不同情况下的双方得益,揭示了CRM中隐含的企业和客户的双赢机制,分析了双方双赢的源泉,并以此为基础,提出了CRM实施中企业的双赢策略。 相似文献