营销口碑的产生路径与创造研究

在国内市场竞争日益激烈的今天,良好的口碑是企业长期获得客户的根本保证。它本质上是关于某一组织的信用和可信赖度、经营方法、产品和服务等方面的信息,可以从一个顾客传播到另一顾客,是企业长期努力的结果。口碑的产生受企业、渠道成员、意见领袖、媒体、竞争对手、消费者六个因素的影响。而创造口碑的路径有: 赢得消费者的注意、善用意见领袖、制造系列成长故事、善用渠道和媒体及提供差异化的产品和服务等。

The Product Wags and Creste Researches on the Marketing Word of Mouth

Today,word of mouth is so important that it is a factor that decides a company to exist or die.The production of Word of Mouth is influenced by the six factors,which are the enterprise,its management and product,the channel,the me- dium,its competitor and its customer.The ways of creating it are winning the customer(?) attention,using the leader of opin- ion properly,creating a series of growing story,using the channel and the medium properly,and providing various product or service,and so on.