基于5T法则视角下的企业口碑营销策略

良好的口碑是企业长期获得客户和持续竞争力的根本保证。成功的口碑营销应包括五个"T"开头的英文单词所代表的营销步骤:Talkers(谈论者)、Topics(话题)、Tools(工具)、Taking Part(参与)和Tracking(跟踪)。根据5T法则,企业的口碑营销可以从以下步骤展开:首先,明确口碑营销的谈论者,为企业塑造口碑提供营销基础;其次,挖掘口碑素材,设计口碑内容,传播有效口碑信息;第三,通过多种传播媒介搭建用户沟通渠道与平台,扩大口碑传播效果;第四,积极加强与顾客的互动,增强品牌亲和力,巩固用户群体;最后,收集评价口碑信息反馈的数据,跟踪并分析顾客谈话内容,加强负口碑管理。

The success of the word - of - mouth marketing includes five marketing steps what the five English words beginning with the letter T mean： Talkers, Topics, Tools, Taking Part and Tracking. According to the 5T rule, word - of - mouth marketing can start from the following steps. Firstly, the enterprise makes clear that talkers of the word - of- mouth marketing provide a marketing basis for shaping the reputation. Secondly, the enterprise should mine and design the materials and contents of the word- of-mouth marketing to spread reputation information effectively. Thirdly, it should build the user communication channels and platforms to expand the word - of - mouth communication through a variety of media. Fourthly, it should actively enhance the interactions with customers and maintain the reputation. Finally, it should collect and make the evaluations of customer feedback information, track and analyze the customers＇ conversations, and strengthen the negative reputation management.