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口碑营销是以口碑传播为途径的营销方式,也是人类历史上最原始、最恒久、可信度最高的营销方式。本文以在口碑营销中发挥关键作用的意见领袖为研究对象,阐述了意见领袖的内涵及特征,分析它在口碑营销中的作用机制及价值体现,最后提出实现意见领袖在口碑营销中的价值的对策。
Word of mouth marketing is based on word of mouth as the way of marketing, but also the most original human history, the most permanent, most credible marketing. This article takes the opinion leaders who play a key role in word-of-mouth marketing as the research object, elaborates the connotation and characteristics of opinion leaders, analyzes its function mechanism and value in word-of-mouth marketing, and finally puts forward the value of realizing opinion leaders in word-of-mouth marketing Countermeasures.