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《口碑营销实战应用的种策略（ strategies of word of mouth marketing application）》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（5strategiesofwordofmouthmarketingapplication）Wordofmouthmarketingisoneofthemostancientmarketingmethods,itshistoryshouldbetracedbacktothebeginningofthebeginningofcommodityexchange.Intheerawithoutadvertisingmedia,thespreadoforalinformationbecomesthebestandtheonly
2、wayofcommunication.Butwordofmouthmarketinginthaterawasnatural,notplannedandoutofcontrol.Today,whenwearefacedwithoverwhelmingadvertisingandcommunicationcostsoftheprecisionmarketing,relationshipmarketingandone-to-onemarketing,wetrytoputthewordofmouthmarketingandmodernmarketing
3、methodscombinedtoinjectfreshbloodintotheword-of-mouthmarketingintheoperation,controlandplan,makeitrenewedcharm.Marketingdefinitionofword-of-mouthmarketingis:reputationbyproducersandconsumersoutsidetheindividual,byexpressorimpliedway,notthroughthethirdpartyprocessing,transmis
4、sionofproducts,brands,manufacturersandsellersofaparticularoracategory,andcanmakepeoplethinkofanyorganizationorindividualinformationoftheobjectthus,causingtheaudiencetoobtaininformation,changetheattitude,andevenaffectatwo-wayinteractivecommunicationbehaviorofbuyingbehavior,su
5、chasthewaytoword-of-mouthmarketing,calledword-of-mouthmarketing.Asetofsurveydatafromzerosurveyshowsthatwordofmouthcommunicationisaninformationchannelthatisfrequentlyusedbyconsumersanddeeplytrustedbyconsumers.Forexample,thereare59%computerusersorintendtobuycomputerconsumerswi
6、llgetproductinformationfromfriends,classmates,and40.4%ofpeoplebelievefriends;inthepurchaseprocessofairconditioning,healthcareproducts,shampoo,housingandotherproducts,respectively53%,49%,35%and32%ofconsumersthroughfriends.Therelevantproductinformation;therewere35%,28%,15%and1
7、8%ofconsumersbelievethatthefriend'sintroduction.Thesurveyalsoshowedthat:7000ofconsumersfromalloverEuropein60%admittedthattheyhadtriedtobuynewbrandsandproductssuchasairconditioning,healthcareproducts,shampoo,housingandsoonfamilyandfriends;aslongastheproductisgood,80%ofthecust
8、omersarewillingtorecommendtoafriend;Belowwewilldiscussthespecificoperationo
