基于网络环境下口碑营销的研究.doc

摘要

　　　中国互联网的迅速发展，为信息的传播媒介带来变革，使得信息的传递呈现传播范围广、速度快、无时间地域限制、无时间版面约束、内容详尽、多媒体传送、形象生动、双向交流、反馈迅速等特点。这些特点在一定程度上为网络口碑营销带来良好的土壤。特别是web2.0时代的到来，网络信息的传播途径更加丰富，网民的交互性越来越强，网络更加开放，这也给网络口碑营销带来了新的机遇。在web2.0环境下，博客、微博、社区论坛以其技术的便捷、内容的互动、表达的自由性等特点成为了网络口碑传播的主渠道，也使得网络口碑营销有了新的发展。本文在概述了网络口碑营销基本概念和特点的基础上，分析网络口碑营销对品牌传播和消费者购买行为的影响，全面的考察了可运用于网络口碑营销的主要网络形式，分析了各类模式下网络口碑营销的特点和应用，并对几种模式下网络口碑营销优劣进行比较分析，最后对网络口碑营销在实际运作中做出思考、给出建议。

关键词：网络口碑营销；博客；微博；社区论坛；思考

ABSTRACT

　　The rapid development of China's Internet, information for the media to bring about change, making the transfer of information is spread wide, fast speed, without geographical restrictions, no time to time layout constraints, detailed content, multimedia transmission, vivid, two-way communication, rapid feedback etc. These characteristics in a certain extent for the word-of-mouth marketing network bring good soil. Especially the arrival of the era of Web2.0, the network information dissemination way more rich, users of interactive network is more and more strong, more open, it also gives the network marketing has brought new opportunities. In the Web2.0 environment, community forums, blogs, micro-blog with its technology is convenient, interactive content, freedom of expression and characteristics has become the main channel for the dissemination of Internet word of mouth, also makes network of word-of-mouth marketing has been a new development. This paper summarized the basic concept and characteristic of network marketing on the basis of analysis of network marketing, brand communication and influencing consumer behavior, Comprehensive study can be applied to network marketing network the main form, Analysis of mode of online word-of-mouth marketing characteristics and application, and several mode of online word-of-mouth marketing compared analysis, finally on the network marketing in the actual operation to think, give advice.

Keywords: Online word-of-mouth marketing; The blog; Microblog; Community BBS; Consider