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《口碑营销实战应用的种策略（ strategies for the practical application of word of mouth marketing）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、口碑营销实战应用的5种策略（5strategiesforthepracticalapplicationofwordofmouthmarketing）Word-of-mouthmarketingisoneofthemostancientwayofmarketing,itshouldbetracedbacktothebeginningofhumanhistoryofcommodityexchange.Intheabsenceofadvertisingmediaera,spokencommunicationpeople
2、behoovehasbecomethebestchoiceistheonlywayofcommunication.Buttheeraofword-of-mouthmarketingnaturally,noplanningandcannotbecontrolled.Today,whenwearefacedwithoverwhelmingadvertisingandcommunicationcostsoftheprecisionmarketing,relationshipmarketingandone-to-onem
3、arketing,wetrytoputthewordofmouthmarketingandmodernmarketingmethodscombinedtoinjectfreshbloodintotheword-of-mouthmarketingintheoperation,controlandplan,makeitrenewedcharm.Marketingdefinitionofword-of-mouthmarketingis:reputationbyproducersandconsumersoutsideth
4、eindividual,byexpressorimpliedway,notthroughthethirdpartyprocessing,transmissionofproducts,brands,manufacturersandsellersofaparticularoracategory,andcanmakepeoplethinkofanyorganizationorindividualinformationoftheobjectthus,causingtheaudiencetoobtaininformatio
5、n,changetheattitude,andevenaffectatwo-wayinteractivecommunicationbehaviorofbuyingbehavior,suchasthewaytoword-of-mouthmarketing,calledword-of-mouthmarketing.Asetofsurveydatashowthattheinvestigationofword-of-mouthisafrequentlyusedbyconsumersandwonthetrustofcons
6、umersofinformationchannels.Forexample,thereare59%computerusersorintendtobuycomputerconsumerswillgetproductinformationfromfriends,classmates,and40.4%ofpeoplebelievefriends;inthepurchaseprocessofairconditioning,healthcareproducts,shampoo,housingandotherproducts
7、,respectively53%,49%,35%and32%ofconsumersthroughfriends.Therelevantproductinformation;therewere35%,28%,15%and18%ofconsumersbelievethatthefriend'sintroduction.Thesurveyalsoshowedthat:7000ofconsumersfromalloverEuropein60%admittedthattheyhadtriedtobuynewbrandsan
8、dproductssuchasairconditioning,healthcareproducts,shampoo,housingandsoonfamilyandfriends;aslongastheproductisgood,80%ofthecustomersarewillingtorecommendtoafriend;Herewehavetoexplorethespe
