网络背景下口碑营销策划书

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1、网络背景下口碑营销策划书摘要随着互联网的普及，传统的口碑营销方式已不能适应自媒体时代的发展，所以口碑营销这样的一种传统营销手段，伴随时代的进步被赋予了新的内涵，并且在近年来的汽车营销中发挥着重要作用，汽车的销售能力的提升，很大程度上市受好的口碑营销执行模式的影响，因此口碑营销具有深刻的研究意义。为此，本文首先利用查阅文献及市场抽样的方法对口碑营销的相关理论在汽车行业的发展概况进行了研究，说明了导入口碑营销的必要性，并主要针对上海大众汽车的口碑营销现状进行了探讨。在分析总结了其中存在的问题后，从传播渠道、信息管理、售后服务、社会责任

2、等几个方面提出了合理化的解决措施。关键词:口碑营销；网络环境；上海大众AbstractWiththepopularityoftheInternet,thetraditionalwordofmouthmarketinghasnotadaptedtothedevelopmentoftheeraofthecitizenjournalism.Soasanoldmarketingmodel,word-of-mouthmarketing,withthedevelopmentofthetimeshasbeengivenanewdefinitio

3、nofitsroleincarsalesinrecentyearsandbecomeincreasinglyprominent,goodword-of-mouthmarketingexecutionmodemakesthecapabilityofthesalespromotedandhasimportantresearchvalue.Tothisend,thispaperreferredtotheliteratureandusedthemethodofmarketsamplingtostudythedevelopmentofmou

4、thmarketingtheoryinautomotiveindustry.Meanwhile,thispaperindicatedthenecessaryofinducingthemouthmarketingtheoryanddiscussedthemouthmarketingsituationmainlyforShanghaiVolkswagen.Afteranalyzingandsummarizingtheexistingproblems,thispaperproposedreasonablesolutionsfromsev

5、eralaspects:communicationchannels,informationmanagement,after-saleserviceandsocialresponsibility.1Keywords:Word-of-mouth;Networkenvironment;ShanghaiVolkswagen目录1绪论.........................................................................................................

6、................................31.1研究背景.......................................................................................................................31.2研究意义.....................................................................................................

7、..................31.3研究方法.......................................................................................................................41.4国内外研究现状...........................................................................................................51.4.

8、1国外研究现状.....................................................................................................51.4.2国内研究现状....