口碑营销——造就产品品牌的另类方法

随着买方市场的出现,口碑营销的发展潜力越来越大.产品品牌具有功能属性和情感属性两个层面.根据弱联带理论和人类好恶皆需有人分享的观点,通过口碑营销,大众是愿意传播品牌这两个属性的,从而能造就产品品牌.但在实践中,营销人员要合理地设计口碑并且要对口碑营销进行及时地反馈和控制.

The Another Way of Creating the Brand of Product-Marketing through Public Praise

When the market of customer-centered is coming,the enterprises rely more and more on marketing of public praise. The brand of product has two kinds of nature:function nature and emotion nature. According to the theory of poor relationship and the notion that man need to share the good thing and the bad thing with others,people will communicate the two kinds of nature of brand through the marketing public praise,raising the brand of product. However,when it comes to practice,marketing persons should devise public praise reasonably,and then feed back and control the marketing of public praise.