网络口碑对消费者的影响与网络口碑的塑造

The Impact of the Internet Word-of-mouth on Consumers and the Shaping of the Internet Word-of-mouth

越来越多开放式消费平台的兴起,让我们享受了购物的便利,同时也让网络口碑居于越来越重要的地位。随着互联网消费模式的普及,网络口碑成为影响消费者决策的重要导向性力量,也成为决定互联网平台营销成败的关键因素之一。重视网络口碑,善用网络渠道,对网络舆论和网络事件做正向引导,才能更有效的促进国民消费的良性发展。运用创新思维对优良品质自发推荐,利用意见领袖扩大影响和适时的制造话题引发关注,起到引领消费意向的作用。

Th e emergence of growing number of open consumer platforms makes consumers enjoy theconvenience of shopping and the Internet word-of-mouth increasingly important in the position. Withthe popularization of the Internet consumption patterns, Internet word-of-mouth is becoming a guidingforce in consumers’ decision-making as well as the key factor which determines the success of the Internetplatform marketing. More attention should be paid to the Internet word-of-mouth, the full useof the network channels, the positive guide to the Internet public opinions and Internet events to effectivelypromote the development of national consumption. Innovative thinking should be used forself - recommendation of fine products. Besides, leaders’ opinions and hot topic creation can be employedto expand the impact and draw attention respectively. All these can play a leading role in attractingconsumers.