基于消费者视角的口碑传播媒介组合策略研究

Studying Portfolio Strategies of Word-of-Mouth Communicative Media in the View of Consumers

随着互联网的兴起,企业对口碑传播的重视达到了前所未有的高度。当前,传统媒介继续保持旺盛的生命力,互联网成为口碑传播的有力推手,分销渠道则把真实的企业和产品呈现给消费者并与其互动。口碑传播的媒介组合策略正是整合了传统媒介、互联网和分销渠道三者的力量,以期望在消费者之间形成自发的、持续的口碑。

With the rise of the Internet,enterprises tend to lays more and more emphasis on word-of-mouth communication to an unparalleled level.Presently,traditional media still maintain its vigorous vitality while Internet becomes a powerful driving force for developing word-of-mouth communication.On the other hand,distribution channels prompt the companies,along with their products,to involve in sound interaction with consumers.Word-of-mouth communication can win the sincere and long-lasting admiration from the consumers because of its great convergence of traditional media,Internet and distribution channels.