网络口碑传播对顾客品牌认知的影响

Influence of internet word-of-mouth communication on consumer's brand cognition

互联网改变了人们的生活习惯,也创造了新的商业模式。在竞争激烈的现代市场环境下,传统的营销模式已不能满足企业生存与发展的需要。网络口碑传播作为一种廉价的信息传播工具与可信度高的宣传媒介,已经引起了营销者的关注。而品牌作为企业的核心资产,企业要想塑造成功的品牌就应了解顾客的品牌认知。基于此,分析网络口碑传播对品牌认知的影响,构建基于品牌认知的网络口碑传播模型,提出企业在网络口碑传播中提高顾客的品牌认知的策略具有较好的现实意义。

Internet not only changes people＇s lifestyle, but also creates new business model. In modern severely competitive market, the traditional marketing models can no longer meet the need of enterprise survival and development. Internet WOM communication has been recognized as one of the most influential resources of information transmission, attracted marketers＇ attention. As a core asset of enterprise, brand has to master the brand cognition of consumer to build successful brands. Based on the analyzing of the influence of internet WOM communication and building the internet WOM communication model on the basis of brand cognition, the paper proposes practical strategies to raise consumer＇s brand cognition.