浅析口碑效应在汽车消费中的运用

Analysis of the Application of Word-of-mouth Effect in Automobile Consumption

消费者行为分析对品牌认知、品牌价值、品牌影响力都进行了很丰富的论述,但在实际的消费行为中,消费者除了对商品本身品牌价值有了一定的认知外,往往还很关注该商品的口碑影响力,在本论文中笔者对商品口碑价值进行了阐述,并在汽车消费中对口碑价值营销进行了案例分析。

Consumer behavior analysis has a rich discussion on brand cognition,brand value and brand influence.However,in actual consumer behavior,consumers not only have a certain understanding of the brand value of the product itself,but also are very concerned about the word-of-mouth effect of this product.In this paper,the author expounds the value of the word-of-mouth of the commodity,and carries out a case study on the word-of-mouth value marketing in automobile consumption.