【作者】 王曼丽；

【导师】 陈培爱；

【作者基本信息】 厦门大学 ， 传播学， 2007， 硕士

【摘要】 在高度竞争、瞬息万变的现代市场环境中,传统的市场营销方式已经不能满足企业生存、发展的要求。心理学家指出,家庭与朋友的影响、消费者直接的使用经验、大众媒介和企业的市场营销活动共同构成影响消费者消费意愿的四大因素。由于在影响消费者消费意愿和行为中所起的重要作用,口碑被现代营销人士视为当今世界最廉价的信息传播工具和高可信度的宣传媒介,且被誉为“零号媒介”。在传播的针对性和影响力方面明显优于媒体广告和其他的营销传播手段.如今口碑营销传播已经日渐受到企业的关注和重视。本文首先以口碑营销传播的概述入手,从不同的科学领域综述口碑营销传播的理论基础。然后,界定了口碑传播的概念,叙述了其重要性和特点。通过对口碑传播原因和传播过程等进行细致的分析,建立了活用的口碑传播模型。以及进入二十一世纪后,随着互联网技术的迅速普及发展,口碑营销传播通过不同的网络形式展示了旺盛的活力和发展前景。最后,对口碑营销传播的控制和管理的基本问题进行了论述。本文在研究分析的基础上,也提出了结论和建议,以供企业人员和传播学者参考。更多还原

【Abstract】 In modern severely competitive and fast changing market environment, the traditional marketing ways are faild to meet the new challenges of survival and developing of current enterprises.As a research result of modern psychologists, influence from family members and friends,direct experience,public media and enterprise marketing are four major factors of consumer behavior.Owing to the importance of influence on customer behavior, Word of mouth is called“The No. 0 Media”. It is also recognized as the cheapest way and the most creditable media in modern marketing.Compared with traditional media advertisement and other marketing methods, it presents a great advantage in pertinence and influence of communication.Nowadays Word of mouth is getting involved in marketing and communication by more and more enterprises.This paper start with an introduction of Word of mouth marketing and communication, and describe its basic theory in related and different scientific fields. In the second chapter ,the author confirmed the concept of Word of mouth marketing and its importance and characteristics.Analyed the process and reasons of the Word of mouth marketing, A live modle of Word of mouth marketing was built. In the 21st century, with the rapid development and growing of Internet and modern communication technology, Word of mouth marketing is exhibiting great vigor and vitality as well as a new development trend. Finally the fundamental topics of control and management of Word of mouth marketing and communication are expounded.On the basis of research and analysis, a definite conclusion is given and some constructive suggestions for Word of mouth marketing are presented. This paper can be a reference for enterprise and communication researchers.更多还原