论口碑营销的借势——以例外服饰为例

Taking Advantages of Other's Power in Buzz Marketing——As the Case of“EXCEPTION”

口碑营销具有价格低廉、效果显著的特点。在当今信息爆炸的时代,网络、微博等多种媒体的协同作用,使得口碑营销在所有营销模式中占压倒性优势。本文通过对"例外"服饰良好口碑的研究,分析"借势"在扩大品牌口碑、提升品牌知名度方面的手段和作用,对"借势"产生的问题进行思考并提出建议。

Buzz marketing has the characteristics of low costs, great effectives. In this era of information explosion, the network, micro-blog, and other multimedia synergy effect, which push buzz marketing in overwhelming advantage in all marketing patterns. This article based on the study of how ＂EXCEPTION＂ catch good word of mouth and analyzed the means and effects of ＂borrowing strength＂ in expanding the brand reputation, raising brand awareness. While this article deliberated the possible matters and put forward some suggestions of ＂borrowing strength＂.