口碑传播形式和内容的效力计算模型建立与分析

Research on the Establishment and Analysis of Word of Mouse Effectiveness Calculation Model Based on the Diffusion Means and Content

口碑在现代营销学中起着非常重要的作用,现阶段对口碑效力的计算存在着突出的困难.从口碑传播形式和内容角度,利用层次分析法计算这两方面作用于口碑效力的权重,从宏观和微观的角度提出了口碑效力计算的两种理论模型,阐明了关于口碑效力计算较详细的方法.对客户在口碑中的传播形式和相应影响因素进行了分析.

Word of mouth plays an important part in modern marketing. However, there are so many difficulties on how to compute the power of the word of mouth. From form of word of mouth spread and content,the article provides a conceptual model to compute the power of the word of mouth in a macroscopic and microcosmic vision for companies and individual people. At the same time, this article calculates the weight of the power of the word of mouth. Furthermore the article introduces the diffusing forms of the WOM and some corresponding factors that effect on word of mouth to us.