基于农村口碑传播环境特征的营销策略探析

本文从社会环境、经济环境、媒介环境和消费者专业能力等四个方面分析了农村口碑传播环境的特点，指出下乡企业应从建立与意见领袖良好关系、提供物美价廉产品、增强全方位服务意识、制造正面口碑话题以及遏制负面口碑传播等五个方面着手，在农村消费者中树立良好的口碑，为赢得农村市场竞争打下坚实基础。

This article analyzes the characteristics of word-of-mouth＇s communication environment from four aspects--social envrionment, economic environment, media environment and consumer expertise. It indicates that if enterprises down to the countryside do well in establishing good relations with opinion leaders, providing affordable products, enhancing the sense of full-service, creating positive word-of-mouth topic and containing the spread of negative word-of-mouth, they will establish a good reputation in rural consumers and win the competition in rural markets.