口碑营销潜力探析（Analysis of potential of word of mouth marketing）.docVIP

口碑营销潜力探析（Analysis of potential of word of mouth marketing） The popularity of the Internet has led to the renewal of the concept of urban residents living in China. Meanwhile, the mobile communication industry has developed by leaps and bounds. In twenty-first Century, China, whether in the Internet, e-commerce, or in the mobile communications industry, is one of the worlds most promising countries. Our country will have more people with modern communication tools, and word of mouth marketing will have wider channels. First, word-of-mouth marketing conditions analysis Word-of-mouth marketing is mainly through the Buyers by word of mouth from the information about the product to contact buyers family and friends and people at work, thus to promote the formation of purchase decision. 1, consumers have a large number of spontaneous word-of-mouth communication activities Chinese consumers have a lot of spontaneous word of mouth communication activities in their daily life. In the study of a large number of product information channels, word of mouth is an information channel which is often used by consumers and trusted by consumers. When consumers are satisfied with the products or services, always active, talking to their friends and family to disseminate relevant information; when a friend recommended a product or a service, they will be interested in, probably a try; in making purchase decisions, often willing to inquire into the surrounding information someone to help you make the right decisions. 2, consumers have consumption, herd mentality and comparison psychology Often a person to buy a brand of products, will soon form a demonstration effect, driven by other consumers around the same brand to buy products. This provides a broad space for word of mouth marketing and is conducive to the use of word of mouth marketing in Chinas market. Two, analysis of consumer behavior The characteristics of consumer behavior in China are very helpful to carry out word of mouth m