口碑、口碑传播和口碑营销的辨析

口碑营销是目前的研究热点,但由于口碑营销具有复杂、无形和不为企业控制等特性,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3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。并进一步提出口碑营销可通过6个方面来提高企业的盈利能力。

WOM marketing is a hot topic research currently, but because WOM marketing has such complex, intangible and not be controlled traits, so people incline to make use of WOM, WOM communication and the WOM marketing without any difference. This paper has differentiated and analyzed these three meanings of concepts in detaii, and author consider WOM is what a customer＇ s viewpoint for business enterprise, WOM communication is what the process of delivering this kind of viewpoint to other customers, and WOM marketing is a marketing manner which using WOM communication as the marketing methods. Combining to put forward further that WOM marketing can improve the profit ability of the business enterprise from 6 aspects.