网络口碑营销中意见领袖的应用

Application On The Opinion Leaders Of Online Word Of Mouth

随着社会化媒体的快速发展,借助网络口碑的营销价值从而有效实现互联网经济下的精准营销已成为企业的研究热点。意见领袖通过发布具有号召性的评论信息影响其他消费者的购买决策过程进而产生营销价值,使之成为影响口碑传播效果的关键因素。本文主要在借鉴网络口碑营销过程的前提下,探讨通过加强意见领袖管理以期提高网络口碑营销效果。

Online Word-of-mouth has become the focus of research and practice with the development of the internet. But how to apply in the China there are more errors. This article focuses on the opinion leaders of On- line Word-of-mouth as the based on the literature review.