| 口碑营销组合策略模型构建研究 |
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| 引用本文： | 王德胜,李一楠.口碑营销组合策略模型构建研究[J].山东大学学报(哲学社会科学版),2007(6). |
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| 作者姓名： | 王德胜 李一楠 |
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| 作者单位： | 山东大学,管理学院,山东,济南,250100 |
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| 摘 要： | 随着消费者的理性成长和自主意识增强,传统营销传播对消费者购买行为的影响已越来越有限。而产生于消费者之间的口碑营销方式引起越来越多关注。通过以产品分析(Collect-production)、辨别网络枢纽(Core-consumer)、信息传递路径(Communication)、传播控制(Control)作为主要分析纬度,构建了口碑营销4Cs组合策略模型。
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| 关 键 词： | 口碑营销 组合策略 模型构建 |
The Building of Word-of-Mouth Marketing Strategy Model |
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| WANG De-sheng,LI Yi-nan.The Building of Word-of-Mouth Marketing Strategy Model[J].Journal of Shandong University(Philosophy and Social Sciences),2007(6). |
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| Authors: | WANG De-sheng LI Yi-nan |
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| Abstract: | With growth of the consumer's rationality and awareness of independence,the influence of traditional marketing on the behavior of the consumer is more and more limited,word-of-mouth marketing has aroused many enterprises' interests.In this paper,the word-of-mouth marketing strategy model was built with the collect-production,core-consumer,communication,control as the key elements. |
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| Keywords: | word-of-mouth strategy model building |
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