XX企业口碑网络营销现状分析与策划方案
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摘要
在2012年全球互联网共产生交易金额达190多亿美元,互联网正在改变我们的生活习惯和质量,数量庞大的全球互联网用户催生了大量网络投资机会。消费者们已经习惯在网络上购买他们所需的各种货物：越来越多的网上购物商城,使购物过程变得变得越发简单,留在家中便可以轻易做到货比三家,并通过现代方便快捷的物流体系送货上门。
XX企业的网络销售内容,主要是价格便宜的衣服和鞋,相比其竞争对手,它较早便进入网络购物市场,且树立了良好的口碑,甚至一定程度上成为别人模仿的对象,但是,由于其他的网上购物商城的进入,对其进行模仿和改造,以及新的细分市场竞争者的进入,企业开始面临了很多的竞争压力。因此,XX企业,需要付出更多的努力,以提高其自己的网络营销的影响力,强化企业自身的核心。而要加强网络营销的影响力,则必须建立良好的网络口碑营销体系。网络口碑营销,难就难在如何建立字的口碑营销体系,即改变传统的网络营销广告模式,拓展过去单一的传播途径,建立好的营销队伍,与消费者进行良好互动。
这项研究的重点是：通过建立字的口碑营销团队有足够的互动,与消费者创造一个良好的消费口碑,并迅速在网络媒体上传播,形成爆炸式的效果,进一步提升品牌影响力扩展知名度和认可度,从而更好地促进企业销售业绩,达到经营目的,给股东带来良好回报。
本文旨在通过借助现代营销中较为成熟的理论工具,对该企业进行由内而外的全面分析,根据分析结果给出相应的解决办法,办法不一而足,但目的是为该企业找到一条适合自己的网络营销的道路,使其扩大影响,进而促进销售。
The number of global Internet over1。9billion in2012, the Internet is changing our habits and quality, a huge number of Internet users generate a large amount of network business opportunities, consumer habits on the network to get goods, more and more peoplestart shopping network。The process becomes more and more shopping online shopping makes it simple, stay at home can learn a variety of products, and can be easily purchased through the network to the daily need products。
XX marketing sales network mainly cheap clothing and shoes, can be said to have a place in the market for current businesses, however, due to the transformation of other online shopping mall, imitate, and entry of new competitors, the enterprises are facing a lot of competitive pressure。Therefore, for XX enterprises, need to pay more efforts to enhance the influence of its own network marketing, strengthen the core of the enterprise itself。Word-of-mouth marketing, the difficulty lies in how to build word-of-mouth marketing system, a change in the traditional network marketing advertising。Single route of transmission, the establishment of the marketing team that can interact with consumers。The focus of this study is:by building word-of-mouth marketing team enough interaction with the consumer to create a good consumer reputation, and it quickly spread on the network media, to further enhance the brand influence expansion visibility and recognition, so as to promote better corporate sales。
XX企业的网络销售内容,主要是价格便宜的衣服和鞋,相比其竞争对手,它较早便进入网络购物市场,且树立了良好的口碑,甚至一定程度上成为别人模仿的对象,但是,由于其他的网上购物商城的进入,对其进行模仿和改造,以及新的细分市场竞争者的进入,企业开始面临了很多的竞争压力。因此,XX企业,需要付出更多的努力,以提高其自己的网络营销的影响力,强化企业自身的核心。而要加强网络营销的影响力,则必须建立良好的网络口碑营销体系。网络口碑营销,难就难在如何建立字的口碑营销体系,即改变传统的网络营销广告模式,拓展过去单一的传播途径,建立好的营销队伍,与消费者进行良好互动。
这项研究的重点是：通过建立字的口碑营销团队有足够的互动,与消费者创造一个良好的消费口碑,并迅速在网络媒体上传播,形成爆炸式的效果,进一步提升品牌影响力扩展知名度和认可度,从而更好地促进企业销售业绩,达到经营目的,给股东带来良好回报。
本文旨在通过借助现代营销中较为成熟的理论工具,对该企业进行由内而外的全面分析,根据分析结果给出相应的解决办法,办法不一而足,但目的是为该企业找到一条适合自己的网络营销的道路,使其扩大影响,进而促进销售。
The number of global Internet over1。9billion in2012, the Internet is changing our habits and quality, a huge number of Internet users generate a large amount of network business opportunities, consumer habits on the network to get goods, more and more peoplestart shopping network。The process becomes more and more shopping online shopping makes it simple, stay at home can learn a variety of products, and can be easily purchased through the network to the daily need products。
XX marketing sales network mainly cheap clothing and shoes, can be said to have a place in the market for current businesses, however, due to the transformation of other online shopping mall, imitate, and entry of new competitors, the enterprises are facing a lot of competitive pressure。Therefore, for XX enterprises, need to pay more efforts to enhance the influence of its own network marketing, strengthen the core of the enterprise itself。Word-of-mouth marketing, the difficulty lies in how to build word-of-mouth marketing system, a change in the traditional network marketing advertising。Single route of transmission, the establishment of the marketing team that can interact with consumers。The focus of this study is:by building word-of-mouth marketing team enough interaction with the consumer to create a good consumer reputation, and it quickly spread on the network media, to further enhance the brand influence expansion visibility and recognition, so as to promote better corporate sales。
引文
[1]Wu Xianxia. Network word-of-mouth marketing strategy to explore [J]. Market research.2010(11)
[2]Liu Yan. On the word of mouth marketing strategies [J]. China Business and Trade2010 (12)
[3]Dingzhao clever. Based on Web2.Of the 0 background IWOM marketing [J]. Business Culture (Academic Edition).2010 (05)
[4]Cui ice, Houxue Bo. Blog network-based word-of-mouth marketing Analysis [J]. China Business and Trade2010 (06)
[5]Luogang Yi, Zhang Xiaofei. Explore based on word-of-mouth marketing network environment [J]. Productivity Research.2010 (03)
[6]Xiong Wenjun. Based on Web2.Of IWOM 0 [J]. Technology Monthly.2010 (02)
[7]Bi Jidong, Hu Zhengming. Of IWOM Research and Prospects [J]. Jiangsu supplier On.2009(12)
[8]Chai Haiyan. Tourism Network reputation and their marketing strategies on consumer behavior [J]. China University of Geosciences (Social Sciences).2009 (06)
[9]Qu Zheng. Web2.0 Times IWOM the credit crisis of the [J]. China Business and Trade2009 (17)
[10]Cheng Wai Leung, Chang Xiao Wu network marketing center of gravity should be "word-of-mouth marketing" [J]. China's publishing.
[11]Tong Wen. Web2.0 times IWOM dissemination of research [D]. Suzhou University 2009
[12]Liu Yanyan. Consumers under the auspices of the enterprise network marketing strategy [D]. Shandong University,2009
[13]Yao Zhongjie. Web2.0 network marketing model to explore [D]. East China Normal University,2007
[14]Wang Manli. Corporate word-of-mouth marketing communication management research [D]. Xiamen University,2007
[15]R.B.Money.Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients [J]..2004
[16]Stauss, B.Global word of mouth.Service Bashing on the Internet is a Thorny Issue [J].Marketing Management.1997
[17]Harrison-Walker Jean.The Measurement of Word-of-mouth Communication and an Investigation of Service Quality and Customer Communication as Potential Antecedents..2001
[18]Dee T.Allsop, Bryce R.Bassett, James A.Hoskins..Word-of-mouth Research:Principles and Applications [J]. Journal of Advertising.2007
[19]Brooks Jr Robert C.word-of-mouth advertising in selling new products [J].Journal of Marketing.1957
[2]Liu Yan. On the word of mouth marketing strategies [J]. China Business and Trade2010 (12)
[3]Dingzhao clever. Based on Web2.Of the 0 background IWOM marketing [J]. Business Culture (Academic Edition).2010 (05)
[4]Cui ice, Houxue Bo. Blog network-based word-of-mouth marketing Analysis [J]. China Business and Trade2010 (06)
[5]Luogang Yi, Zhang Xiaofei. Explore based on word-of-mouth marketing network environment [J]. Productivity Research.2010 (03)
[6]Xiong Wenjun. Based on Web2.Of IWOM 0 [J]. Technology Monthly.2010 (02)
[7]Bi Jidong, Hu Zhengming. Of IWOM Research and Prospects [J]. Jiangsu supplier On.2009(12)
[8]Chai Haiyan. Tourism Network reputation and their marketing strategies on consumer behavior [J]. China University of Geosciences (Social Sciences).2009 (06)
[9]Qu Zheng. Web2.0 Times IWOM the credit crisis of the [J]. China Business and Trade2009 (17)
[10]Cheng Wai Leung, Chang Xiao Wu network marketing center of gravity should be "word-of-mouth marketing" [J]. China's publishing.
[11]Tong Wen. Web2.0 times IWOM dissemination of research [D]. Suzhou University 2009
[12]Liu Yanyan. Consumers under the auspices of the enterprise network marketing strategy [D]. Shandong University,2009
[13]Yao Zhongjie. Web2.0 network marketing model to explore [D]. East China Normal University,2007
[14]Wang Manli. Corporate word-of-mouth marketing communication management research [D]. Xiamen University,2007
[15]R.B.Money.Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients [J]..2004
[16]Stauss, B.Global word of mouth.Service Bashing on the Internet is a Thorny Issue [J].Marketing Management.1997
[17]Harrison-Walker Jean.The Measurement of Word-of-mouth Communication and an Investigation of Service Quality and Customer Communication as Potential Antecedents..2001
[18]Dee T.Allsop, Bryce R.Bassett, James A.Hoskins..Word-of-mouth Research:Principles and Applications [J]. Journal of Advertising.2007
[19]Brooks Jr Robert C.word-of-mouth advertising in selling new products [J].Journal of Marketing.1957