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国内外口碑研究进展及口碑营销策略 被引量：2

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摘要 口碑传播方式是一个十分有效的传播方式,本文对国内外有关口碑的研究现状进行综述,并对企业如何实施口碑营销策略以及实施营销策略过程中应注意的几个关系进行分析。
作者 丁建岚
机构地区 西安体育学院体育教育系
出处 《内江科技》 2011年第2期152-152,156,共2页
关键词 口碑 口碑营销 传播方式
分类号 F713.50 [经济管理—市场营销]
  • 相关文献

参考文献5

  • 1John A.Czepiel(1974),"Word-of-Mouth Processes in the Diffusion of a Major Technological Innovation"[J].Journal of Marketing Research,11(May),172-180.
  • 2Gilly.M.C.Graham.J.L.& Wolfinbarger.M F.A"Dyadic Study of Interpersonal Information Search"[J].Journal of the Academy of Marketing Science,1998,26(2),83-100.
  • 3Jonathan Lee.Janghyuk Lee and Lawrence Frock(2006),"Incorporating word-of mouth effects in estimating customer lifetime value"[J].Database Marketing&Customer Strategy Mangement.Vol.14,1,29-39.
  • 4黄孝俊,徐伟青.口碑传播的基本研究取向[J].浙江大学学报（人文社会科学版）,2004,34(1):125-132. 被引量：97
  • 5徐伟青,黄孝俊.口碑传播的影响力要素及其对营销创新的启示[J].外国经济与管理,2004,26(6):26-30. 被引量：46

二级参考文献10

  • 1Bansal, Harvis S. , Peter A. Voyer. Word-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research, 2000, 3(2) : 166-177.
  • 2Brlstor, Julia M.. Enhanced Explanations of Word-of-mouth Communications: The Power of Relationships[J]. Research in Consumer Behavior, 1990, (4): 51-83.
  • 3Bruce, Money R. , Mary C. Gilly, and John L. Graham. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purehase of Industrial Services in the United States and Japan[J]. Journal of Marketing, 1998, 62(10) : 76-87.
  • 4Bruce, Money R.. Word-of-mouth Referral Sources for Buyers of International Corporate Financial Services[J]. Journal of World Business, 2000, 35(3): 314-329.
  • 5Duhan D. F. , Johnson S. D. , Wilcox J. B. , Harrell G. D.. Influences on Consumer Use of Word-of-mouth Recommendation Sources[J]. Journal of Academic Marketing Science, 1997, 25(4): 283-95.
  • 6Fitzgerald, Bone Paula. Word-of-mouth Effects on Short-term and Long-term Product Judgments[J]. Journal of Business Research, 1995, 32: 213-223.
  • 7Gilly, Mary C. , John L. Graham, et al.. A Dyadic Study of Interpersonal Information Search[J]. Journal of the Academy of Marketing Science, 1998, 26: 83-100.
  • 8Harrison-Walker, L. Jean. The Measurement of Word-of-mouth Communication and an Investigation of Seviee Quality and Customer Communieation as Potential Antecedents[J]. Journal of Serviee Researeh, 2001, 4(8): 60-75.
  • 9Money RB, Gilly MC, Graham JL.. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purchase of Industrial Services in the US and Japan[J]. Journal of Marketing, 1998, 62(10): 76-87.
  • 10于春玲,赵平.将顾客投诉转变为企业收益[J].经济管理,2000,26(6):38-39. 被引量：7

共引文献134

同被引文献24

  • 1刘建新,陈雪阳.口碑传播的形成机理与口碑营销[J].财经论丛,2007(5):96-102. 被引量：40
  • 2中国社会科学院语言研究所词典编辑室.现代汉语辞典[Z].北京:商务印书馆,1981.641.
  • 3A.S. Hornby,E.V. Gatenby,H. Wakefield .The Advanced Learner's Dictionary of Current English with Chinese Translation[Z].14th edition. Hong Kong: Oxford University Press, 1982:740.
  • 4Rosen E. The Anatomy of Buzz: How to Create Word-of-mouth Marketing[M].New York: Doubleday Currency, 2000,1-12.
  • 5Arndt Johan. Role of Product-related Conversations in the Diffusion of a New Product [J]. Journal of Marketing Research, 1967,4 (3) : 291-295 .
  • 6Sachinlee,Taurusda, Gafdsaasdf等.口碑营销[DB/OL].百度百科.http://baike.baidu.com/view/932115.htm(2012-09-07).
  • 7洵磊.口碑营销让品牌铸造经典[N/OL].经理日报多媒体报刊.http://cjb.newssc.org/html/2008-09/06/content_242720.html(2008-09-06).
  • 8麦肯锡.衡量口碑营销的新方法[EB/OL].销售人网.http://www.spu5.com/marketing/2010-08-31/3811.html(2010-08-31).
  • 9于斐.口碑营销:迅速激活企业的品牌价值[EB/OL].品牌中国网.http://expert.branden.com/zhuanjiapinglun/201103/276015.html(2011-3-15).
  • 10N次方.形成口碑营销推荐征服消费心理[EB/OL].N次方网络整合营销网.http://www.n-mediapower.com/service/koubeiyingxiao/1173.html(2011-03-18).

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内江科技
2011年 第2期

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