顾客口碑传播网络的形成与发展

Formation and development of customer word-of-mouth communication network

顾客口碑传播对企业提升市场占有率、培育顾客忠诚度和提高企业经济效益的意义日趋重要。应用社会网络分析方法,以社会政治、经济、文化与技术的发展为背景,结合产品生命周期理论,对口碑传播网络的形成与发展进行研究,探讨顾客口碑传播网络的形成背景与演化方向,为顾客口碑传播网络研究形成基础。

The customer praise becomes more and more important in promoting the market share ,making loyalty customer and raising the profit of enterprises. Based on the development of social politics,economy,culture and technology, the emerging background of customer word-of-mouth communication network is analyzed. The formation and development of customer word-of-mouth communication network is pointed out by applying the theory of social network, customer word-of-mouth, and the theory of product life cycle. The study result will be useful for the study on customer word-of-mouth communication network.