网络口碑营销的商业应用价值的探索（商务英语专业）.docVIP

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网络口碑营销的商业应用价值的探索（商务英语专业）.doc

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PAGE 13 On Application of Internet Word of Mouth Marketing Abstract Word of mouth marketing is the critical way of promotion for the enterprises. With the development of the Internet, consumers connect with each other in a new tool about the products or services, which provides different methods for the enterprises to implement word of mouth marketing. Therefore, it’s useful for a company to hold the keys of Internet word of mouth marketing . Taking the application of the Internet word of mouth marketing as the study object, this paper describes the definition and the features of the Internet word of mouth marketing firstly, and secondly compares it with traditional word of mouth marketing. The author also discusses the strategies of the Internet word of mouth marketing and proposes corresponding solutions to the problems often encountered by Internet word of mouth marketing. In addition, the application value of the Internet word of mouth marketing is analyzed by cases. Keywords: word of mouth marketing, Internet word of mouth marketing, application 网络口碑营销的商业应用价值的探索摘要口碑营销是企业营销的重要组成部分。互联网赋予了消费者口碑传播行为以新的特点,为企业口碑营销提供了新思路。因此，对企业来说，掌握网络口碑营销，在进行营销活动时用处极大。本文以网络口碑营销的商业应用价值为研究对象，首先研究网络口碑营销的定义与特点，其次将其与传统口碑营销做对比分析，注重论述网络口碑营销的策略，针对网络口碑营销常遇到的障碍做出相应方案，结合案例分析网络口碑营销的商业应用价值。关键词：口碑营销；网络口碑营销；商业应用价值 CONTENTS Abstract Ⅰ 摘要 Ⅱ Introduction 1 1 The Definition and Features of Internet Word of Mouth 2 1.1 The definition of Internet Word of Mouth 2 1.2 The features of Internet Word of Mouth 3 2 The Comparison between Internet Word of Mouth and traditional Word of Mouth 5 3 Internet Word of Mouth Marketing Strategies 6 3.1 Experiential Consumption 6 3.2 Leader of Public Opinions 6 3.3 The willingness of the consumers to spread Internet word of mouth 6 4 The Obstacle and Tactics of Internet Word of Mouth 8 4.1 The Obstacle of Internet Word of Mouth 8 4.1.1 Fake Information of Internet Word of Mouth 8 4.1.2 High Speed a