“互联网+”口碑营销模型构建与评价体系研究——基于汽车后服务市场

Study on Model Construction and Evaluation System of “Internet + ” Word-of-mouth Marketing——Based on Post-automobile Service Market

口碑营销是企业进行服务和产品营销中常用的手段和策略之一。随着“互联网+”的广泛应用和发展,汽车后服务市场中进行“互联网+”口碑营销的观念越来越引起人们的广泛重视。对口碑营销和汽车后服务市场的特点进行分析,构建汽车后服务市场的“互联网+”口碑营销模式模型,并设置评价指标,为汽车后服务市场的发展提供一定的理论依据和参考建议。

Word-of-mouth marketing was one of the commonly methods in the marketing of services and products. With the extensive application and development of " Internet +", the concept that u Internet +" word-of-mouth marketing being used in the post- automobile service market was widely discussed. This paper analyzed the characteristic of the word-of-mouth marketing and the post-automobile service market for building the model of"Internet +" word-of-mouth marketing based on the post-automobile service market, as well as constructed the evaluation indexes. It was possible that provided theories and suggestion for improving the development of the post-automobile service market through the research and the analysis.