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随着互联网的发展和信息的传播速度日益加快,口碑传播正成为影响顾客做出购买决策的最重要的信息来源之一,并被认为是增加企业客户资产的一个重要途径。因此,要深入了解口碑传播特性,实现对口碑传播的管理,需要对口碑传播动机进行深入研究。本文分析了口碑传播的概念及内涵,从正面口碑传播动机的角度探索了消费者传播正面口碑的动机,并探讨了在整个营销传播时代正面口碑传播动机对企业营销创新的启示。
As the Internet grows and information becomes faster, word of mouth is becoming one of the most important sources of information that influence customers ’purchasing decisions and is considered an important way to increase the value of corporate customers’ assets. Therefore, in-depth understanding of word of mouth communication characteristics, to achieve the management of word-of-mouth communication, the need for word of mouth communication motivation in-depth study. This paper analyzes the concept and connotation of word of mouth communication, explores the motivation of consumers to communicate positive word of mouth from the perspective of positive word of mouth communication motivation, and explores the enlightenment of positive word of mouth communication motivation on the enterprise marketing innovation in the entire marketing communication era.