基于两级传播理论的卷烟品牌口碑传播

Study on word-of-mouth dissemination of cigarette brands based on two-step flow of communication theory

为在越来越严格的环境约束下找到烟草行业品牌建设的突破点,通过管控环境分析,在拉扎斯菲尔德两级传播模型基础上,提出了两级传播的修正模型,即基于口碑传播的卷烟品牌传播模型,并通过利群品牌的口碑营销实践,对模型的有效性和可操作性进行了初步验证。

A word-of-mouth dissemination model was established on the basis of Lazasfeld two-step flow of communication theory and was proved applicable and feasible by marketing practice of cigarette brand Liqun. This model could improve brand building of tobacco industry in the face of increasingly more constrained environment.