網(wǎng)絡(luò)口碑營銷的商業(yè)應(yīng)用價(jià)值的探索商務(wù)英語

1、北京理工大學(xué)珠海學(xué)院2020屆本科生畢業(yè)論文網(wǎng)絡(luò)口碑營銷的商業(yè)應(yīng)用價(jià)值的探索摘 要口碑營銷是企業(yè)營銷的重要組成部分?；ヂ?lián)網(wǎng)賦予了消費(fèi)者口碑傳播行為以新的特點(diǎn),為企業(yè)口碑營銷提供了新思路。因此，對(duì)企業(yè)來說，掌握網(wǎng)絡(luò)口碑營銷，在進(jìn)行營銷活動(dòng)時(shí)用處極大。本文以網(wǎng)絡(luò)口碑營銷的商業(yè)應(yīng)用價(jià)值為研究對(duì)象，首先研究網(wǎng)絡(luò)口碑營銷的定義與特點(diǎn)，其次將其與傳統(tǒng)口碑營銷做對(duì)比分析，注重論述網(wǎng)絡(luò)口碑營銷的策略，針對(duì)網(wǎng)絡(luò)口碑營銷常遇到的障礙做出相應(yīng)方案，結(jié)合案例分析網(wǎng)絡(luò)口碑營銷的商業(yè)應(yīng)用價(jià)值。 關(guān)鍵詞：口碑營銷；網(wǎng)絡(luò)口碑營銷；商業(yè)應(yīng)用價(jià)值ICONTENTSAbstract 摘 要 Introduction 11 The

2、Definition and Features of Internet Word of Mouth 21.1 The definition of Internet Word of Mouth21.2 The features of Internet Word of Mouth32 The Comparison between Internet Word of Mouth and traditional Word of Mouth53 Internet Word of Mouth Marketing Strategies63.1 Experiential Consumption6 3.2 Lea

3、der of Public Opinions6 3.3 The willingness of the consumers to spread Internet word of mouth64 The Obstacle and Tactics of Internet Word of Mouth84.1 The Obstacle of Internet Word of Mouth84.1.1 Fake Information of Internet Word of Mouth 84.1.2 High Speed and Participation of Negative Information o

4、f Internet Word of Mouth 84.1.3 Illicit Means of Competition 94.2 The Tactics of Internet Word of Mouth104.2.1 Improving corporate credibility in positive attitude 104.2.2 Valuing the mutual communication with consumers 104.2.3 Developing Brand Marketing Strategies 11Conclusion13References14Acknowle

5、dgments15IntroductionIn the fierce market competition, the businessman invests a lot in advertising their products or services to get more exposure. On the other side, because consumers tend to make a multiple comparison to a similar products or services , people no longer simply believe the “sweet

6、words” in the advertisement, which makes advertising less effective greatly.In the recent years, with the application and popularization of 4G and 5G technology, mobile Internet has shown a booming trend in the area of business and our daily life. According to the latest statistics of CNNIC (China I

7、nternet Network Information Center) , China has 854 million Internet users with 61.2% Internet penetration. By June 2019, the number of online shopping users in China had reached 639 million, accounting for 74.8% of the total number of Internet users. (Statistical report on Internet development in C

8、hina, 2019)Mobile Internet make consumers more convenient that people can get rid of the limitation of time and space. Through Internet, consumers can interact with each other and make comments via various applications at any time and place instead of face to face word of mouth communication. Word o

9、f mouth communicating by Internet has produced a new form of word of mouth, namely Internet word of mouth (IWOM). The Interent is an emerging technology. Only after the 21st century, more scholars have studied Internet word of mouth marketing. Current research on Internet word of mouth marketing foc

10、uses more on the impact on consumers purchasing behavior or willingness to buy. Additionally, research on individual differences of Internet consumers also accounted for a certain percentage.Nowadays, we can share our consumption experience whether good or bad through plenty of applications on the I

11、nternet such as Wechat, weibo, taobao, TikTok and so on. It means that information spreads faster and wider as well as becomes more transparent. Any negative comment about a company or product may spread quickly, leading to huge losses even worse, to bankruptcy of the company. For these reasons, how

12、 to establish a better Internet word of mouth marketing strategy is an urgent and effective marketing strategy for enterprises to take into highly account. 1 The definition and features of Internet Word of Mouth1.1 The definition of Internet Word of Mouth Word of mouth means the praise spoken by man

13、y people，which was wrote in CiHai that is a large-scale Chinese dictionary and encyclopedia. Soderlund pointed out that customers can create satisfaction in some degree when they talk something about a products or services with their families, friends or colleague through word of mouth(1998) . Gabri

14、e lallejo defined word of mouth as a new marketing way that was designed to excite customers to pay attention to the brand, products and services of a company (2009). As an old saying goes, it is endless to pass the information among people, which also is the most traditional pattern to transmit the

15、 news. For now, this rule still makes effect in virtual Internet space. Nevertheless, the power of word of mouth was magnified in many times. It was found by Katz and Lazarsad that the most important factors of considering which kinds of objects of domestic utility or foods were word of mouth. In th

16、e aspect of influencing consumers to change brand, its power are 7 times , 4 times , 2 times more than that of news and magazines, personal promotion and radio advertising respectively. In the process of promoting consumers attitude from negative and neutral to positive, the energy of word of mouth

17、communication was 9 times more than that of advertising (Kaze. E.&P. E. Lazarsfeld, 1955). By using Internet, word of mouth not only has a broad developed future, but also provides new opportunities for enterprises to carry out word of mouth marketing.In the view of essence, Internet word of mouth w

18、orks in the exact same way that traditional word of mouth does. The diversity between them is the platforms that consumers exchange the opinions(Wu, 2012). By relying on users to recommend information and share links to family, friends and colleague, rather than raising awareness about the products

19、or services through more traditional, outbound advertising, Internet convinced people to support a product or service. Internet word of mouth uses a variety of applications that may not involve speaking at all, instead of showing words, pictures, video and personal experiences or combined all of the

20、m.1.2 The features of Internet Word of MouthAs a consumer, Internet word of mouth often was considered as the most important and most frequent using source to gain external information. At the same time, enterprise still think highly of Internet word of mouth marketing. That is because it has the ch

21、aracteristics as follow:Internet word of mouth can be kept for a long time, so that consumers can spread the news again and again. In addition, its convenient for consumers to share the information about the products or services with each other due to the compatibility among various applications. Fo

22、r instance, you can send the links on the Xiaohongshu to Wechat. For consumers, gaining the latest and different information expediently in the Internet at any time and space is the most attractive thing. As for businessman, it will reduce the cost of advertising greatly. In fact, when consumers wan

23、t to buy some products or services that they never learn about in the past, the first thing is to search some information about them so as to find a better one. For instance, if people want to do the medical cosmetology, they will know the rope by the content shared by some bloggers who had the expe

24、riences from some applications such Weibo, Xiaohongshu and so on. In these software, as long as you input the keywords, a lot of related articles will pop out which may be just released, may also be released a month ago or longer before. In the meantime, people will share the information with their

25、diverse friends through other applications like WeChat if they consider that the articles are useful. Thats the way which Internet word of mouth are being saved for a while and being transmitted again and again. Internet word of mouth can be propagated by numbers of forms such as words, pictures, vo

26、ices, video and so on. The result of that the information of Internet word of mouth is more dynamic and easier for consumers to keep in mind. In the era of fashionable pictures and short videos, the vivid Internet word of mouth of the bloggers is more attractive. In addition to plain verbal communic

27、ation, some bloggers will present the colorful products by use of before-and-after pictures, and speaking directly about their strengths and weaknesses. If it is an intangible product, such as service, they will also record the whole self-experience process, which is undoubtedly more convincing than

28、 traditional word of mouth promotion.Internet word of mouth can be absorbed by the consumers initiatively(Yao&Li, 2015). When the consumers want to purchase a product or service, they will search lots of information from many pipelines voluntarily like browsing the comments from other netizen before

29、 they make the final decision, checking the related information about the company. In the process of these ways, consumers have a clear knowledge about the products or services, even more, learn something about the background and stories of the companys products or services, which will greatly enhan

30、ce the connection between the enterprises and customers. 2 The Comparison between Internet Word of Mouth and traditional Word of MouthAlthough Internet word of mouth and traditional word of mouth are both consumers opinions on various types of information about enterprises, Internet word of mouth an

31、d traditional word of mouth are significantly different because of the special nature of the Internet.Anonymity. The real identity of the publisher on the Internet is difficult to make sure, and the recipient generally can tell a virtual identity. Furthermore, they do not need to show up their face

32、on the Internet to make any comments or information. Therefore, paralleled to traditional word of mouth communication, Internet word of mouth communicators bear less mental and moral pressure on social public opinion, can have more personal privacy, and at the same time have greater freedom to expre

33、ss their satisfaction or anger fearlessly.Diffusion. Traditional word of mouth is a one-to-one communication method. In this way, the number of information disseminators and recipients is relatively limited and the speed of communication is slow. Whereas Internet word of mouth is a one-to-many diffu

34、sion method with a very wide range. When you publish a post on the application, countless readers can browse to this information. Internet word of mouth can be transmitted without being limited by time and space, and information can be easily copied. Therefore, compared with traditional word of mout

35、h, it has a faster spread.Not instant, face-to-face communication. Compared with the traditional word of mouth using a face-to-face form of interpersonal communication, Internet word of mouth communication using the Internet as a medium such as Wechat, Weibo, email, QQ, and other synchronous and asy

36、nchronous communication methods, can effectively communicate information. Moreover, Internet word of mouth has a feature of latency. The response of the communication could be delay and you have more time to consider about the content of the dialogue.3 Internet Word of Mouth Marketing Strategies3.1

37、Experiential Consumption Experiential Consumption is a feeling that in the consumption context provided by the enterprise, the customers generate the wonderful and profound feelings by participating in the design, promotion and experience of the whole consumption event and process as an indispensabl

38、e member(Rosen.E, 2000). The experiential consumption makes the customer feel kind and nice, so as happily to talk to their friends, colleague and family. For example, the experiential consumption in Starbucks. Starbucks creates a third space besides of home and work. It creates a relaxed atmosphere

39、 combined with the elegant layout, soft lighting, and beautiful music. Customers can have a date here or relax alone. This is one kind of experiential consumption. 3.2 Leader of Public Opinions Leader of public opinions who does not need to have a high culture and status play a vital role in Interne

40、t word of mouth communication. However, one of successful standards of them is that they ought to make a demonstration effect in the Internet that most people will follow them. Its an important way for companies to expand the influence of Internet word of mouth. Figuring out the most influential lea

41、der of public opinions of the products or services, and then gaining their trust and affection by doing best to communicate with them are crucial in the Internet word of mouth marketing.3.3 The willingness of the consumers to spread Internet word of mouthGenerally speaking, Internet word of mouth ma

42、rketing can be divided into self-driven word of mouth spreading and interpersonal communication. When carrying out self-driven word of mouth spreading, enterprises should play a role of leader of public opinions in building a character-centered Internet word of mouth marketing. Concerned the product

43、s or services of enterprises, enterprises should establish a solid image and play a leading role in this field. When consumers are in the need of this kind of products or service, they can put your brand on the first consideration. Whats more, setting an example in the similar field of products or s

44、ervice is the success key of the enterprise in Internet word of mouth marketing.In the process of interpersonal communication, its the main mission of the enterprises to strengthen the understanding of the products of the consumers before they carry out the Internet word of mouth transmission, which

45、 will prevent the consumers to spread wrong information about the enterprise. For example, when the enterprise relies on the Internet word of mouth of Internet celebrities, it shall confirm the Internet celebrities understanding of the products or services of the enterprise and even more, the backgr

46、ound as well as the stories of the company so as to spread the Internet word of mouth more vividly. Furthermore, they can deal with negative Internet word of mouth in a correct and confident attitude. 4 The Obstacle and Tactics of Internet Word of Mouth4.1 The Obstacle of Internet Word of MouthInter

47、net word of mouth marketing is one of the vital path of publicity for enterprises and, the most popular method to expand more loyal customer base. Therefore, to maximize the benefits of Internet word of mouth marketing, it is crucial to recognize the obstacles that Internet word of mouth marketing w

48、ill face.4.1.1 Fake Information of Internet Word of Mouth Posting the Internet word of mouth information not only needs a amount of time and energy, but also should have some ability, such as writing expression, editing video and so on. Therefore, many consumers cant release the information based on

49、 the request of the enterprises purpose that the Internet word of mouth is advantageous to the products or service of the company. In order to avoiding these bad effect and chasing the short-term effect, some companies release some fake and exaggerated information of Internet word of mouth like unre

50、alistic to preach the virtues of the products or service of the company with the method of employing people to post lots of Internet word of mouth, which make users difficult to distinguish the Internet word of mouth is true or not. When the consumers apply and experience the products or service, th

51、ey are disappointed about the fake information of the Internet word of mouth, and even worse, have a trust crisis of the produces or service of the company as well as the Internet word of mouth. The trust crisis of Internet word of mouth not only makes enterprises lose a vast, cheap and efficient me

52、dia to market, but also makes netizens lose a way to get information. Some bloggers were made a bribery by the company to false promote the functions of the products or services on their ID channel.4.1.2 High Speed and Participation of Negative Information of Internet Word of Mouth Internet word of

53、mouth is a very effective marketing method and also is a dangerous behavior. The reason lies on the diffusion of the Internet word of mouth as well as its low controllability. It is a behavior and connection taking place between consumers, which is hard for enterprise to control the communication ch

54、annel , the information transmitted in the channel and the trust between people in Internet word of mouth marketing. Therefore, when an enterprise generates negative Internet word of mouth , its negative effects will increase in multiple times. In addition, as the saying goes, for evil news rides fa

55、st, while good news baits later. Compared to the negative Internet word of mouth , participation is much higher than positive Internet word of mouth.Research shows that with a good spending experience, consumers will notify 5-8 people，while with a bad experiences, consumers will tell 12 people.Chart

56、1: ABCViews37.9萬65.1萬113.9萬Comments43016462195Retweets34718747240Likes1.5萬6.8萬2.2萬Data Source: BilibiliThe chart is the number of views, comments, retweets and likes of negative word of mouth on different products published by three KOL with different followers. Bloggers A,B and C have 192,000, 480,

57、000 and 1,462,000 followers, respectively. From the data in the chart, it can be seen that the negative word of mouth content attracts more attention than their fans, and the views brought by blogger A is more than twice that of his or her fans. Although the number of comments from fans is relativel

58、y small, the number of retweets also means a wider spread. This shows that, on the Internet, negative information will be widely concerned by consumers. Therefore, the participation of the negative word of mouth is really high.4.1.3 Illicit Means of CompetitionSome enterprises take a shape edge over his rival by illicit means of competition , in using the feature of anonymity of the Internet word of mouth. For instance, the subsequent comments about brand pr