企业口碑营销专题研究(1)

  营销理念系列之一
  　　　　　　　　　　　　
  　　　　　　　　　　　　 联纵智达华南分公司黄焱、刘国治
  摘　要
  口碑营销是企业有意识或无意识的生成、制作、发布口碑题材，并借助一定的渠道和途径进行口碑传播，以满足顾客需求、实现商品交易、赢得顾客满意和忠诚、提高企业和品牌形象为目的，而开展的计划、组织、执行、控制地管理过程。和其它营销手段相比，具有成本小、产出大、效率高、风险低等特点。然而国内对口碑营销的研究才刚起步，对口碑的认识尚未上升到营销的层面。
  本文从分析口碑营销与传统营销的关系入手，细致的阐述口碑和市场营销诸要素的关系，提出了新的“12P”组合理论。并在这个基础上，构建了包含目标层、运作层、数据层三个层次的企业口碑营销运营系统框架。
  其中，重点研究了口碑传播和口碑素材两个子系统。给出了口碑传播模型，并对口碑传播过程、传播内容、传播动机、参与者、影响因素和关键点作了细致的分析。同时针对口碑素材来源和表现形式以及特点，给出了素材编辑的一般方法。
  接着从经济学的角度分析了口碑营销的意义，提出了要实现口碑营销必须要以满足需求为前提，以及必须符合信息能被购买者所感知和价格能被购买者接受这两个必要条件。
  最后结合了一个成功的口碑营销案例，浅析了实践中的口碑营销。通过以上研究，有效的帮助企业更清楚的认识口碑营销，更好的运用口碑营销。
  
  关键词：口碑营销；运营系统；口碑传播；口碑；口碑经济
  
  Abstract
   Word-of-mouth Marketing is a process of planning, organizing, executing, and monitoring, which for the purpose of getting a good reputation of enterprise and brand, also including the intentional or unintentional actions to make, edit, publish the Word-of-mouth Material and then communicate it through some kinds of channels. Compare to other Marketing methods, the Word-of-mouth Marketing has some advantages, such as fewer input, more output, lower venture, and higher efficiency. But the study to it is just before the starting line, and the understanding to Word-of-mouth has never touched the Marketing level.
  After analyzing the relation between Word-of-mouth Marketing and Sales Marketing, the thesis has clarified the relations between the Word-of-mouth and the elements of marketing one by one, then the new “12P” combination has been rebuilt. Based that we have constructed the operating system of Word-of-mouth Marketing, which has three levels (target level, execution level, database level).
  

In this operating system, we paid more attention to the two subsystems, which are the Word-of-mouth Communicating and the Word-of-mouth Material. We even drew out the Word-of-mouth Communicating model and described the elements of it, such as communicating steps, content, motivation, the key points, and the outside impacting factors. At the same time, we introduced the resources and the content and the character of Word-of-mouth Material respectively, and then we figured out the problem to edit the material.
  Last but not least, through the analyzing Word-of-mouth economics, we have ......More↓↓↓