基于口碑传播机制的网络营销策略研究

Research on Network Marketing Strategy Based on Word-of-mouth Communication Mechanism

据有关资料研究表明,相较于种类繁多的广告营销信息,口碑传播对消费者的购买决策与购后行为有着直接且深刻的影响,进而对企业网络营销策略起着关键作用。互联网技术的迅猛发展,为企业以口碑传播进行的网络营销提供了更大的平台和更多的机会。因此,深入研究口碑传播机制,对企业更精准地把握消费者心理,更好地制定和实施网络营销策略具有一定的理论和实践意义。

According to relevant research,compared with various kinds of advertising marketing information,word-of-mouth communication has a direct and profound impact on consumers’purchase decisionmaking and post-purchase behavior,and plays a key role in enterprise network marketing strategy.The rapid development of Internet technology has provided a larger platform and more opportunities for enterprises to conduct online marketing through word-of-mouth communication.Therefore,it is of great theoretical and practical significance for enterprises to study the mechanism of word-of-mouth communication in order to grasp consumers’psychology more accurately and formulate and implement online marketing strategies better.