基于网络的消费者社会互动及管理研究

On Consumers′ Social Interactions and Their Management Based on the Internet

消费者的购买决策受到其他消费者意见和行为的影响,现代技术的发展极大地提升了消费者社会互动作为市场力的重要性,同时信息技术的发展也为企业促进这两种社会互动创造了越来越多的机会。通过介绍口碑传播和观察模仿的内涵,分析其对销售的不同影响及产品生命周期对消费者社会互动的影响,认为企业应在产品的投入期关注消费者社会互动,应在网站上提供现有消费者的选择信息,应慎重提供消费者发布评语的平台,应区分不同等级的顾客;应根据不同的产品市场状况,制定不同的反应策略,正确应对第三方的产品评论,以此管理消费者的社会互动。

Consumers＇ purchase decisions can be influenced by others＇ opinions, and others＇ actions. Recent advances in technology have significantly increased the importance of consumer social interactions as a market force. Also information technologies are creating increasing opportunities for firms to facilitate these two types of social interactions. Through introducing the connotation of observational learning and word of mouth, analyzing their different effect to sales and the influence of product life cycle to consumer social interactions, the paper gets that enterprises should pay more attention to consumer social interactions in the period of product production, should provide the existing consumers＇ observational learning information on their website, should be cautious to provide the platform for consumer posting their product reviews on the seller＇s website, should distinguish customers＇ ranks, should make different management strategies according to different product and marketing conditions, and correctly respond to the third -party reviews so as to manage consumer social interactions.