论口碑营销及其运作与管理系统的构建

Study on Word-of-mouth Marketing and its Construction of Operation and Management System

口碑营销是把口碑概念应用于营销领域并以口碑传播为途径的一种新型的市场营销策略或方式,是企业有计划、有组织、有执行、有控制的营销管理过程。随着互联网信息传播应用的不断发展,特别是微博等社交媒体的迅速普及,口碑营销受到人们的高度关注。企业在运用口碑营销这一新型的市场营销策略组织市场营销活动时,有必要构建完善的口碑营销的运作系统和口碑营销的管理系统,以保证口碑营销能真正发挥其巨大的"正能量"、"正效应"。

Word-of-mouth marketing is a new marketing strategy or way using word-of-mouth concept in the field of marketing and using word of mouth as a way to spread,which is also an enterprise＇s planned,organized,executed and controlled marketing management process.With the continuous development of the applications of the Internet information dissemination,especially the rapidly growing popularity of micro-blogging and other social media,word-of-mouth marketing has been got a high degree of concern by the people.When enterprises using the new marketing strategy of word-of-mouth marketing organize the marketing activities,it is necessary to build the perfect word-of-mouth marketing management system and operating system in order to ensure the word of mouth marketing to really play a huge positive energy and positive effect.