我眼中的口碑营销
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><A href="http://www.cdzixun.cn/"><FONT color=#800080><FONT face="Times New Roman">“</FONT><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><SPAN lang=EN-US>口碑</SPAN></SPAN></FONT></A><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">从本质上来说是一种免费广告，因为具有与众不同的亲和力和感染力所以口碑更能促成消费者的购买行为。人们经常会让别人（朋友、亲戚、商业助理）推荐医生、店、电影，如果我们相信提出建议的人我们常常按照建议去做。这样，一些幸运的商家不用花一分钱广告费就得到了顾客，这就是口碑的魅力。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 营造口碑的过程和方法就是口碑营销。口碑营销就是要把散乱的、琐碎的</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">谈论</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">进行规范和管理，为<A href="http://www.cdzixun.com/"><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><A href="file:///C:/Documents%20and%20Settings/Administrator/桌面/JJ文件夹/帖子网址/www.dashi123.org"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><SPAN lang=EN-US><FONT color=#0000ff>企业营销</FONT></SPAN></SPAN></A></SPAN></A></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">战略服务，以达到相应目标的活动口碑不是空穴来风，它是一系列营销活动的成果，从产品质量、服务到营造体验环境，从宣传的手段和切入点到售后服务，以及相关的一系列的措施，每一个环节都关乎到口碑的流传。口碑营销主要有三个重要环节：选择适当的产品，选择口碑发起人，引发口碑的<A href="http://www.cdpeixun.com/"><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><A href="file:///C:/Documents%20and%20Settings/Administrator/桌面/JJ文件夹/帖子网址/www.dashi123.org"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><SPAN lang=EN-US><FONT color=#0000ff>营销策略</FONT></SPAN></SPAN></A></SPAN></A></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 一般来讲，传统的市场营销注重于将可能对某产品或者服务感兴趣的消费者人群进行市场细分，然后将目标瞄向他们</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">"</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">客户关系管理理论的发展使市场营销的重点从顾客群转变为与个体顾客的关系，而口碑营销的出现则使市场营销的重点再次发生转变，从关注个体顾客的关系转变为关注顾客之间的互动性</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">"</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">它以一种所有参与者都得益的方式改变了市场游戏规则</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">"</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">作为一种营销方式，口碑营销也是与人共享信息</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">!</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">意见和观念的过程，这种共享即交流，能够给人们带来满意</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">!</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">愉悦或其他积极行动</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">"</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">但与传统的营销方式相比较，口碑营销具有以下特点</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">:<BR></FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> （一）来源渠道的互通效率与可信度较高。由于口碑</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> （二）独立性与非商业性。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> （三）针对性强。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> （四）负面口碑管理</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P><BR><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">因为被很多企业寄予了极大的期望，看起来似乎所有的行业都能从正面的口碑传播中获益。而且网络口碑营销看起来又是很便宜甚至是免费的一种<A href="http://www.cdzixun.com/"><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><A href="http://www.cdpeixun.com；/"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><SPAN lang=EN-US><FONT color=#0000ff>营销手段</FONT></SPAN></SPAN></A></SPAN></A></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。但要真正进行</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">IWOM</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的时候，很多企业又常常会变得一筹莫展，甚至最后又掉到网络广告的圈子里面，把口碑营销变成了“口碑”广告。那口碑营销究竟应该怎么作呢？</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P><BR>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">（一）以优质的产品或者服务作为口碑的依据。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P><BR>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">（二）主动出击设计口碑。 </SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P><BR>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">（三）设计正确、有效的口碑传播渠道。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><BR></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 总之，口碑营销作为现代营销的重要手段，具有其他营销手段所不能替代的优势，作为企业或商家应该在对自己的产品或服务正确定位的基础上，选择优质口碑种子顾客，建立通常的口碑传播渠道，在口碑与品质定位的高度一致下实现</SPAN><SPAN lang=EN-US style="COLOR: red; mso-bidi-font-size: 10.5pt"><A href="http://www.cdzixun.cn/"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><SPAN lang=EN-US><FONT color=#800080>企业战略</FONT></SPAN></SPAN></A></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的目的。</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P><BR>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">所以不要怀疑网络口碑营销的力量，也不要把它看得那么简单！</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P><BR>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">参考资料：</SPAN><SPAN lang=EN-US style="mso-bidi-font-size: 10.5pt"><A href="http://www.dashi123.com/"><FONT face="Times New Roman" color=#800080>www.dashi123.com</FONT></A><FONT face="Times New Roman"> <o:p></o:p></FONT></SPAN></P>
页:
[1]