浅析新时期传播环境下企业的口碑营销

良好信誉和口碑是企业长期获得顾客的根本保证,在如今互联网及无线应用通讯传播环境下,这种传统营销方式正焕发着新生命力.本文从口碑营销内涵及优势出发,论述了我国企业在实施口碑营销中存在的一些问题,并针对我国企业提出了几点建议.     

论口碑营销传播及其策略运用

本文分析了口碑营销传播的概念和口碑营销传播的几种模式,并提出口碑营销传播的策略。     

营销传播的另一种思维——口碑传播

口碑传播方式是一种十分有效的传播方式。本文分析了口碑及口碑营销传播的特点,提出进行有效的口碑营销传播必须要以优质的产品或者服务作保证,渠道成员的配合为依托,精心的口碑设计作为手段。     

浅议口碑营销

口碑营销,因其具有成本低、可信度高、传播范围广、营销效果好等其他传统营销手段无法比拟的特点和优势,被现代企业作为一把竞争利器而广泛运用。本文在理解口碑营销相关定义的基础上,分析了口碑营销的特点及优势,并深入揭示了口碑营销的作用机制及影响因素,最后提出成功实施口碑营销的关键要领。     

论口碑营销传播及其策略运用

本文分析了口碑营销传播的概念和口碑营销传播的几种模式,并提出口碑营销传播的策略。     

微博营销对消费者口碑传播的影响研究

随着微博注册用户的迅速增长,无论是作为公众的交流平台,还是媒体本身,抑或是营销平台,微博都显示出巨大的商业价值,微博营销成为企业争相试水的对象。微博的火热发展推动了微博营销的产生与发展壮大。在我国微博用户迅速上升、微博营销飞速发展的大背景下,微博营销对消费者口碑传播的影响越来越受到企业管理者的重视,已经提到营销日程上来。相对来说,口碑传播是信任度较高、成本较低的传播方式。鉴于此,商业化正在逐步潜入微博,一种新的品牌传播和营销模式正在形成。本文结合微博营销的特点,以我国微博用户为研究样本,通过微博营销对消费者口碑传播的环境分析和案例分析,了解了微博营销对消费者口碑传播的价值。最后通过得出的结论提出管理建议,以期为我国微博营销的发展提供有力借鉴。     

口碑营销概念辨析

在日常生活中,人们倾向于将口碑、口碑传播和口碑营销等同使用。本文对这三个概念的含义进行了详细的辨析,认为口碑指的是顾客对企业的看法,口碑传播指的是将这种看法传递给其他顾客的过程,口碑营销指的是以口碑传播为途径的营销方式。并提出了一种对口碑营销中的顾客进行有效识别和管理的框架。     

论网络环境下的口碑营销

随着互联网的普及和发展,网络口碑成为消费者和企业关注的热点,同时也给企业的营销活动带来新的活力,网络口碑营销日益成为企业追逐的一种公关和营销手段。本文主要讨论了网络口碑的涵义和特点、并进一步探讨了网络口碑营销的弊端及开展方法。     

网络口碑传播与数码产品销售研究

网络口碑传播对数码产品的销售工作有着显著的影响,通过不同传播形态流转的网络口碑对消费者的影响也各不相同。基于已有的研究成果,按照传播形态的不同对现有网络媒介进行划分,探讨不同传播形态之间发挥作用的差异。研究发现相比训话形态与注册形态,对话形态与协商形态的网络媒介对网络口碑受众的影响更深。     

顾客体验的形成机理与体验营销

本文在全面分析顾客体验本质内涵的基础上,通过构建顾客体验的形成机理模型,深入考察了顾客体验的形成机理,并据此进一步提出了体验营销的实施策略,以更好地指导企业的经营实践。     

大学生对SNS网络广告态度的调查与思考

病毒广告推广存在一个首要的前提——形成一个良好的用户口碑。口碑来源于信誉,而信誉的关键又是要求做真实可信的广告。因此,SNS网应该综合运行病毒性营销理性并确保所做的广告都是真实的。     

感性信息及其营销传播研究

本文认为,感性信息是源于人的具有文化理性的感性创意的激活知识信息,感性信息在营销传播中熵值较大,冗余较小;营销传播是以接收者或消费者的接受为核心的,悖论心理支配着新消费阶层的消费态度和行为。文章指出,感性信息营销传播所具有的累积性、普遍性、共鸣性、独特性、针对性等五个特质在营销传播中相互作用,最终促使对异常意见的人际支持逐渐减少,合并形成较大的传播效果。感性信息的整合营销必须以消费者为核心,以市场需求为导向,并综合考虑战略目标与战略要素的整合,感性信息与理性信息的整合,各种信息传播渠道的整合,各种可利用传播媒介的整合等各种因素。     

The Role of Retailer Trust and Word of Mouth in Buying Organic Foods in an Emerging Market

ABSTRACT

This study has twin objectives. Firstly, it explores the antecedents of retailer’s trust and its effect on organic food purchase intention. Secondly, it explores the relationship between word of mouth and retailers trust and the effect of word of mouth (WOM) in organic food purchase intention in the context of a developing economy. Cluster sampling method combined with judgement was used for survey in India. 541 usable questionnaires were analyzed. Findings indicated that Trust in retailer develops on the basis of perceived food quality, perceived service quality and perceived fairness in price. Perceived fairness in price is more important for building trust followed by perceived service quality. Both trust and WOM lead to purchase intention of organic foods. Among the two predictors of purchase intention, trust in retailer emerged as a bigger explanatory variable as compared to WOM. The current study adds word of mouth as a significant antecedent in developing purchase intention for organic foods along with the role of retailer trust. Implications for managers and researchers are emphasised.     

旅游品牌营销与传播沟通机制研究

旅游市场竞争的关键是旅游品牌的竞争,旅游品牌竞争的关键是企业营销与传播策略的竞争,旅游品牌整合营销传播是旅游品牌竞争的重要手段,其实质就是旅游企业与旅游者进行旅游品牌信息沟通过程,它是旅游业市场竞争的发展趋势。     

eWOM credibility on social networking sites: A framework

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.     

WOM and social media: Presaging future directions for research and practice

Word of mouth (WOM) has become the focus of growing interest among marketing practitioners and consumers. However, the promises of WOM marketing are often oversold, and various assertions about the nature of WOM, its dynamics, antecedents, and consequences at times have been misstated in mass-mediated articles and books on the topic. In this introductory paper for the special issue on WOM and social media, we survey the current state of WOM knowledge and the role of WOM in contemporary marketing, reconsider common beliefs about the WOM process in an effort to separate WOM facts from fallacies, and presage some future directions and best practices in light of evolving online channels of WOM generation and transmission.     

整合营销传播(IMC)：概念及实践特征探析

整合营销传播是适应信息多元化与品牌中心时代的新型沟通体系。"整合营销传播"概念框架中的"整合"有质、量两方面不同的内涵,在整合目标上有品牌战术传播和组织整体战略传播两个高低不同的层次,整合营销传播实践的运行特征包括"接触管理"、"协同效应"、"双向沟通"等三项指标。     

The Moderating Role of Country of Origin on Brand Equity,Repeat Purchase Intentions,and Word of Mouth in Trinidad and Tobago

Brand equity has emerged as a critical aspect of marketing, but its effect on consumer behavioral intentions from a developing country perspective has not been sufficiently examined. This study proposes that country of origin and product type will moderate the relationships between brand equity, consumer repeat purchase intentions, and word of mouth. Data were collected from 157 customers and analyzed with regression analysis. Our results confirm the moderating role of COO such that favorable COO weakens the impact of brand equity on consumers' behavioral intentions. Product type was not significant. Theoretical and practical implications of these findings are presented as well as the limitations, and future research opportunities are discussed.