| 口碑传播的形成机理与口碑营销 |
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| 引用本文： | 刘建新,陈雪阳. 口碑传播的形成机理与口碑营销[J]. 财经论丛, 2007, 0(5): 96-102 |
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| 作者姓名： | 刘建新 陈雪阳 |
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| 作者单位： | 1. 西南大学经济管理学院,重庆,400715
2. 长江师范学院历史旅游文化系,重庆,408003 |
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| 摘 要： | 本文在全面回顾和分析口碑传播的内涵与功能的基础上,通过构建口碑传播的形成机理模型,深入剖析了口碑传播的传播过程及其影响因素,并进一步提出了口碑营销的策略选择。
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| 关 键 词： | 口碑传播 口碑效应 形成机理 口碑营销 |
| 文章编号： | 1004-4892（2007）05-0096-07 |
| 修稿时间： | 2007-04-10 |
Formation of Mechanism Word of Mouth Communication and Word of Mouth Marketing |
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| LIU Jian-xin,CHEN Xue-yang. Formation of Mechanism Word of Mouth Communication and Word of Mouth Marketing[J]. Collected Essays On Finance and Economics, 2007, 0(5): 96-102 |
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| Authors: | LIU Jian-xin CHEN Xue-yang |
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| Affiliation: | 1. School of Economics and Management, 2. History, Tourism and Culture Department, South-west University, Chongqing400715, China; Yangtze Normal College, Chongqing 408003, China |
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| Abstract: | The paper studies communication process and influence factors in constructing the formative model of WOMC based on reviewing and analyzing the connotation and function,and finally puts forward some optional strategies of word of mouth marketing. |
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| Keywords: | word of mouth communication effect of word of mouth formation of mechanism word of mouth marketing |
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