| 口碑传者的选择、培养与管理 |
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| 引用本文： | 柴绪兵,龙准. 口碑传者的选择、培养与管理[J]. 湖南商学院学报, 2010, 17(1) |
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| 作者姓名： | 柴绪兵 龙准 |
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| 作者单位： | 1. 中国农业发展银行湖南省分行,湖南长沙,410004
2. 湖南路桥建设集团公司,湖南长沙,410004 |
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| 摘 要： | 口碑营销的重要性越来越受到企业的重视,在口碑传播过程中,口碑传者起着至关重要的作用。口碑传者的满意程度、顾客承诺、关系强度、文化背景和专门知识等影响着口碑传播的效果,营销者应针对这些影响因素对口碑传者进行选择、培养与管理,以提高口碑营销的效果。
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| 关 键 词： | 口碑营销 口碑传者 意见领袖 |
On Choosing,Educating and Managing Word-of-mouth Disseminator |
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| CHAI Xu-bing,LONG Zhun. On Choosing,Educating and Managing Word-of-mouth Disseminator[J]. Journal of Hunan Business College, 2010, 17(1) |
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| Authors: | CHAI Xu-bing LONG Zhun |
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| Affiliation: | (Hunan Provincial Branch of Agricultural Bank of China; Changsha; Hunan 410004; Hunan Road & Bridge Construction Group Corporation; Hunan 410004); |
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| Abstract: | Word-of mouth marketing has been paid more attention to in enterprises where the disseminator plays the key role in that their satisfaction degree,consumer’s commitment,relation intensity,cultural background and expertise are of great influence on the spread of the products.Therefore,the salesperson should choose,educate and manage these word-of-mouth disseminators to promote the sales. |
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| Keywords: | word-of mouth marketing word-of-mouth disseminator opinion leader |
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