网络口碑营销的商业应用价值的探索商务英语.docx
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网络口碑营销的商业应用价值的探索商务英语.docx
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网络口碑营销的商业应用价值的探索商务英语
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
AbstractⅠ
摘要Ⅱ
Introduction1
1TheDefinitionandFeaturesofInternetWordofMouth2
1.1ThedefinitionofInternetWordofMouth2
1.2ThefeaturesofInternetWordofMouth3
2TheComparisonbetweenInternetWordofMouthandtraditionalWordofMouth5
3InternetWordofMouthMarketingStrategies6
3.1ExperientialConsumption6
3.2LeaderofPublicOpinions6
3.3ThewillingnessoftheconsumerstospreadInternetwordofmouth6
4TheObstacleandTacticsofInternetWordofMouth8
4.1TheObstacleofInternetWordofMouth8
4.1.1FakeInformationofInternetWordofMouth8
4.1.2HighSpeedandParticipationofNegativeInformationofInternetWordofMouth8
4.1.3IllicitMeansofCompetition9
4.2TheTacticsofInternetWordofMouth10
4.2.1Improvingcorporatecredibilityinpositiveattitude10
4.2.2Valuingthemutualcommunicationwithconsumers10
4.2.3DevelopingBrandMarketingStrategies11
Conclusion13
References14
Acknowledgments15
Introduction
Inthefiercemarketcompetition,thebusinessmaninvestsalotinadvertisingtheirproductsorservicestogetmoreexposure.Ontheotherside,becauseconsumerstendtomakeamultiplecomparisontoasimilarproductsorservices,peoplenolongersimplybelievethe“sweetwords”intheadvertisement,whichmakesadvertisinglesseffectivegreatly.
Intherecentyears,withtheapplicationandpopularizationof4Gand5Gtechnology,mobileInternethasshownaboomingtrendintheareaofbusinessandourdailylife.AccordingtothelateststatisticsofCNNIC(ChinaInternetNetworkInformationCenter),Chinahas854millionInternetuserswith61.2%Internetpenetration.ByJune2019,thenumberofonlineshoppingusersinChinahadreached639million,accountingfor74.8%ofthetotalnumberofInternetusers.(StatisticalreportonInternetdevelopmentinChina,2019)MobileInternetmakeconsumersmoreconvenientthatpeoplecangetridofthelimitationoftimeandspace.ThroughInternet,consumerscaninteractwitheachotherandmakecommentsviavariousapplicationsatanytimeandplaceinsteadoffacetofacewordofmouthcommunication.WordofmouthcommunicatingbyInternethasproducedanewformofwordofmouth,namelyInternetwordofmouth(IWOM).TheInterentisanemergingtechnology.Onlyafterthe21stcentury,morescholarshavestudiedInternetwordofmouthmarketing.CurrentresearchonInternetwordofmouthmarketingfocusesmoreontheimpactonconsumers’purchasingbehaviororwillingnesstobuy.Additionally,researchonindividualdifferencesofInternetconsumersalsoaccountedforacertainpercentage.
Nowadays,wecanshareourconsumptionexperiencewhethergoodorbadthroughplentyofapplicationsontheInternetsuchasWechat,weibo,taobao,TikTokandsoon.Itmeansthatinformationspreadsfasterandwideraswellasbecomesmoretransparent.Anynegativecommentaboutacompanyorproductmayspreadquickly,leadingtohugelossesevenworse,tobankruptcyofthecompany.Forthesereasons,howtoestablishabetterInternetwordofmouthmarketingstrategyisanurgentandeffectivemarketingstrategyforenterprisestotakeintohighlyaccount.
1ThedefinitionandfeaturesofInternetWordofMouth
1.1ThedefinitionofInternetWordofMouth
Wordofmouthmeansthepraisespokenbymanypeople,whichwaswroteinCiHaithatisalarge-scaleChinesedictionaryandencyclopedia.Soderlundpointedoutthatcustomerscancreatesatisfactioninsomedegreewhentheytalksomethingaboutaproductsorserviceswiththeirfamilies,friendsorcolleaguethroughwordofmouth(1998).Gabrielallejodefinedwordofmouthasanewmarketingwaythatwasdesignedtoexcitecustomerstopayattentiontothebrand,productsandservicesofacompany(2009).Asanoldsayinggoes,itisendlesstopasstheinformationamongpeople,whichalsoisthemosttraditionalpatterntotransmitthenews.Fornow,thisrulestillmakeseffectinvirtualInternetspace.Nevertheless,thepowerofwordofmouthwasmagnifiedinmanytimes.ItwasfoundbyKatzandLazarsadthatthemostimportantfactorsofconsideringwhichkindsofobjectsofdomesticutilityorfoodswerewordofmouth.Intheaspectofinfluencingconsumerstochangebrand,itspowerare7times,4times,2timesmorethanthatofnewsandmagazines,personalpromotionandradioadvertisingrespectively.Intheprocessofpromotingconsumers’attitudefromnegativeandneutraltopositive,theenergyofwordofmouthcommunicationwas9timesmorethanthatofadvertising(Kaze.E.&P.E.Lazarsfeld,1955).ByusingInternet,wordofmouthnotonlyhasabroaddevelopedfuture,butalsoprovidesnewopportunitiesforenterprisestocarryoutwordofmouthmarketing.
Intheviewofessence,Internetwordofmouthworksintheexactsamewaythattraditionalwordofmouthdoes.Thediversitybetweenthemistheplatformsthatconsumersexchangetheopinions(Wu,2012).Byrelyingonuserstorecommendinformationandsharelinkstofamily,friendsandcolleague,ratherthanraisingawarenessabouttheproductsorservicesthroughmoretraditional,outboundadvertising,Internetconvincedpeopletosupportaproductorservice.Internetwordofmouthusesavarietyofapplicationsthatmaynotinvolvespeakingatall,insteadofshowingwords,pictures,videoandpersonalexperiencesorcombinedallofthem.
1.2ThefeaturesofInternetWordofMouth
Asaconsumer,Internetwordofmouthoftenwasconsideredasthemostimportantandmostfrequentusingsourcetogainexternalinformation.Atthesametime,enterprisestillthinkhighlyofInternetwordofmouthmarketing.Thatisbecauseithasthecharacteristicsasfollow:
Internetwordofmouthcanbekeptforalongtime,sothatconsumerscanspreadthenewsagainandagain.Inaddition,it’sconvenientforconsumerstosharetheinformationabouttheproductsorserviceswitheachotherduetothecompatibilityamongvariousapplications.Forinstance,youcansendthelinksontheXiaohongshutoWechat.Forconsumers,gainingthelatestanddifferentinformationexpedientlyintheInternetatanytimeandspaceisthemostattractivething.Asforbusinessman,itwillreducethecostofadvertisinggreatly.Infact,whenconsumerswanttobuysomeproductsorservicesthattheyneverlearnaboutinthepast,thefirstthingistosearchsomeinformationaboutthemsoastofindabetterone.Forinstance,ifpeoplewanttodothemedicalcosmetology,theywillknowtheropebythecontentsharedbysomebloggerswhohadtheexperiencesfromsomeapplicationssuchWeibo,Xiaohongshuandsoon.Inthesesoftware,aslongasyouinputthekeywords,alotofrelatedarticleswillpopoutwhichmaybejustreleased,mayalsobereleasedamonthagoorlongerbefore.Inthemeantime,peoplewillsharetheinformationwiththeirdiversefriendsthroughotherapplicationslikeWeChatiftheyconsiderthatthearticlesareuseful.That’sthewaywhichInternetwordofmoutharebeingsavedforawhileandbeingtransmittedagainandagain.
Internetwordofmouthcanbepropagatedbynumbersofformssuchaswords,pictures,voices,videoandsoon.TheresultofthattheinformationofInternetwordofmouthismoredynamicandeasierforconsumerstokeepinmind.Intheeraoffashionablepicturesandshortvideos,thevividInternetwordofmouthofthebloggersismoreattractive.Inadditiontoplainverbalcommunication,somebloggerswillpresentthecolorfulproductsbyuseofbefore-and-afterpictures,andspeakingdirectlyabouttheirstrengthsandweaknesses.Ifitisanintangibleproduct,suchasservice,theywillalsorecordthewholeself-experienceprocess,whichisundoubtedlymoreconvincingthantraditionalwordofmouthpromotion.
Internetwordofmouthcanbeabsorbedbytheconsumersinitiatively(Yao&Li,2015).Whentheconsumerswanttopurchaseaproductorservice,theywillsearchlotsofinformationfrommanypipelinesvoluntarilylikebrowsingthecommentsfromothernetizenbeforetheymakethefinaldecision,checkingtherelatedinformationaboutthecompany.Intheprocessoftheseways,consumershaveaclearknowledgeabouttheproductsorservices,evenmore,learnsomethingaboutthebackgroundandstoriesofthecompany’sproductsorservices,whichwillgreatlyenhancetheconnectionbetweentheenterprisesandcustomers.
2TheComparisonbetweenInternetWordofMouthandtraditionalWordofMouth
AlthoughInternetwordofmouthandtraditionalwordofmoutharebothconsumers'opinionsonvarioustypesofinformationaboutenterprises,InternetwordofmouthandtraditionalwordofmoutharesignificantlydifferentbecauseofthespecialnatureoftheInternet.
Anonymity.TherealidentityofthepublisherontheInternetisdifficulttomakesure,andtherecipientgenerallycantellavirtualidentity.Furthermore,theydonotneedtoshowuptheirfaceontheInternettomakeanycommentsorinformation.Therefore,paralleledtotraditionalwordofmouthcommunication,Internetwordofmouthcommunicatorsbearlessmentalandmoralpressureonsocialpublicopinion,canhavemorepersonalprivacy,andatthesametimehavegreaterfreedomtoexpresstheirsatisfactionorangerfearlessly.
Diffusion.Traditionalwordofmouthisaone-to-onecommunicationmethod.Inthisway,thenumberofinformationdisseminatorsandrecipientsisrelativelylimitedandthespeedofcommunicationisslow.WhereasInt
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- 关 键 词:
- 网络 口碑 营销 商业 应用 价值 探索 商务英语
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