基于自媒体的口碑营销策略研究

A Study on Word-of-mouth Marketing Strategy Based on We Media

口碑营销是商品营销的一种重要方法。在自媒体平台上,口碑营销具有更高的可信度和传播效率,且传播成本更低。在营销信息内容设计方面,基于自媒体的口碑营销应从内容精准定位和话题的谈论价值两方面开展工作,发挥口碑驱动的作用,促进口碑营销的正面效应。在传播策略方面,基于自媒体的口碑营销应从注重消费者体验和寻找合适的意见领袖两方面开展工作,以赢得消费者的认同,促进人际传播。

Word-of-mouth marketing,which is an important method of commodity marketing,has higher credibility and communication efficiency on the we media platform with lower communication costs. In terms of content design of marketing information,word-of-mouth marketing based on we media should work from two aspects of precise positioning of content and value of topic discussion,so as to play the driving role of word-of-mouth and promote the positive effect of word-of-mouth marketing. In view of communication strategies,it is necessary for word-of-mouth marketing based on we media to focus on consumer experience and find appropriate opinion leaders,so as to gain the recognition of consumers and promote interpersonal communication.