信息时代人际传播的口碑作用——以网口碑营销为例.docVIP

摘 要 随着互联网科技的发展和信息时代的到来，产生了以互联网为媒介的新型人际传播方式——网络人际传播。互联网的应用已经渗透到人们生活的每一个角落。互联网上的信息传输方式从单向变为双向，论坛社区的应用日益广泛，越来越多的人通过互联网与他人双向互动式交流，获得他人对于某一事物的看法，辅助自己的选择，此时人际传播的口碑作用进一步彰显出巨大的推动力量。 本文以网络口碑营销为例，通过选取具体案例——“封杀王老吉”、“三星手机U608”及“某发动机国外获奖事件”进行深入分析，发现这些案例不仅有成功之处，也有失败和不足。在此基础上,作者进一步分析了信息时代人际传播的优势和劣势，对目前互联网中人际传播存在的一些问题提出合理化建议及对策。其目的是促进网络人际传播更加良性发展，从而为人们的生活带来方便，使企业的营销更加有效。 关键词： 信息时代；人际传播；网络；口碑营销 The effects on Word of Mouth of Interpersonal communication at the information age — to take Internet Word of Mouth Marketing as an example Abstract ：With the development of Internet technology and the coming of Information agehe new way of interpersonal communication internet-based interpersonal communication is generated. The application of Internet has permeated into every corner of people’s daily life. The way of information transmission has been gradually more interactive; the application of on-line forums communities has become gradually wider, more and more people communicate with others and get recommendation information via internet. At this point, The effects on Word of Mouth of Interpersonal communication further accentuates a huge driving force. On this study, I take Internet Word of Mouth Marketing as an investigated example. By selecting specific cases which are either successful or failure—— Ban Wang Lao Ji, Samsung U608, and An engine get awards abroad ,I make an in-depth analysis to illustrate the effects on Word of Mouth of Interpersonal communication at the Information age. On this basis, I further analysis the strengths and weaknesses of Interpersonal communication at information age. Finally I have advanced some rational advices and strategies towards kinds of problems existing internet-based interpersonal communication, promoting the better development of internet-based interpersonal communication, making people’s life more conveniently and enterprises’ marketing more effectively. Key words: Information age; Interpersonal communication; Internet; Word-of-Mou