企业口碑营销管理的优化被引量：13

Optimization of the management of business oral marketing

下载PDF

导出

摘要口碑营销作为营销传播的一种有力方式,在新技术的支持下,其日益增强的影响力正在被人们重新认识。口碑营销依靠非正式组织进行传播,具有可信度高、针对性强、容易形成顾客忠诚等特点。为此,企业应通过确立传播主体,利用品牌进行推荐,引导顾客进行体验消费,并做好负面口碑管理来实现口碑营销管理的优化,使其最大限度地发挥威力。 As a powerful way in marketing , oral evalution has been reunderstood on the basis of modern technology. It is influenced by the activity of the two parties, sensitive risk of the passive party, the cultural background and value idea and the expertise of the conductor. Businesses should promote their products by letting the customers enjoy the products by means of famous brand . They should also make preparations for negative influences.

作者陶卉王长久

机构地区辽宁工程技术大学技术与经济学院阜新市劳动就业局

出处《辽宁工程技术大学学报（社会科学版）》 2005年第4期387-388,共2页 Journal of Liaoning Technical University(Social Science Edition)

关键词口碑传播体验经济口碑管理 oral spreading sensitive economy oral management

分类号 F713.3 [经济管理—产业经济]

引文网络
相关文献

参考文献3

1苏孟现.农村家电市场的几个特点[J].现代广告,2000(4):32-33. 被引量：2
2[2]Silverman,George.The Power of Word of Mouth[J].Direct Marketing,2001,64(5):47-53.
3徐伟青,黄孝俊.口碑传播的影响力要素及其对营销创新的启示[J].外国经济与管理,2004,26(6):26-30. 被引量：46

二级参考文献9

1Bansal, Harvis S. , Peter A. Voyer. Word-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research, 2000, 3(2) : 166-177.
2Brlstor, Julia M.. Enhanced Explanations of Word-of-mouth Communications: The Power of Relationships[J]. Research in Consumer Behavior, 1990, (4): 51-83.
3Bruce, Money R. , Mary C. Gilly, and John L. Graham. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purehase of Industrial Services in the United States and Japan[J]. Journal of Marketing, 1998, 62(10) : 76-87.
4Bruce, Money R.. Word-of-mouth Referral Sources for Buyers of International Corporate Financial Services[J]. Journal of World Business, 2000, 35(3): 314-329.
5Duhan D. F. , Johnson S. D. , Wilcox J. B. , Harrell G. D.. Influences on Consumer Use of Word-of-mouth Recommendation Sources[J]. Journal of Academic Marketing Science, 1997, 25(4): 283-95.
6Fitzgerald, Bone Paula. Word-of-mouth Effects on Short-term and Long-term Product Judgments[J]. Journal of Business Research, 1995, 32: 213-223.
7Gilly, Mary C. , John L. Graham, et al.. A Dyadic Study of Interpersonal Information Search[J]. Journal of the Academy of Marketing Science, 1998, 26: 83-100.
8Harrison-Walker, L. Jean. The Measurement of Word-of-mouth Communication and an Investigation of Seviee Quality and Customer Communieation as Potential Antecedents[J]. Journal of Serviee Researeh, 2001, 4(8): 60-75.
9Money RB, Gilly MC, Graham JL.. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purchase of Industrial Services in the US and Japan[J]. Journal of Marketing, 1998, 62(10): 76-87.