供销社企业农村市场口碑传播的路径及营销启示

口碑具有传播成本低、传播速度快、可信度高等优点，对于长期服务于“三农”的供销社企业来说，口碑是其从事农村市场营销的一种重要的策略选择，企业势必首先洞悉口碑传播的路径。从农村市场口碑传播的环境及特点来看，口碑主要通过意见领袖和主要相关群体等路径加以传播，因而，供销社企业可以通过识别和强化意见领袖的作用、加强质量和服务管理促进正向口碑信息形成等拓展和维持农村市场。

The Path and Implication of the Word-of-Mouth Communication on Enterprises of Supply and Marketing Cooperative in Rural Market

Word-of-mouth(WOM) having some characteristics of low cost,rapid diffusion,high reliability and so on,it's a wise choice for the supply and marketing cooperative enterprises to regard WOM as an effective marketing tool in rural market.This makes the enterprise discern the path of WOM communication in the rural market.Integrating the environment and the characteristics of WOM communication in rural market,we proposes that the WOM communicates through opinion leaders and key reference groups.Therefore,the ent...