摘要
随着消费者的理性成长和自主意识增强,传统营销传播对消费者购买行为的影响已越来越有限。而产生于消费者之间的口碑营销方式引起越来越多关注。通过以产品分析(Collect-production)、辨别网络枢纽(Core-consumer)、信息传递路径(Communication)、传播控制(Control)作为主要分析纬度,构建了口碑营销4Cs组合策略模型。
With growth of the consumerg rationality and awareness of independence, the influence of traditional marketing on the behavior of the consumer is more and more limited, word-of-mouth marketing has aroused many enterprises＇interests. In this paper, the word-of-mouth marketing strategy model was built with the collect-production, core-consumer, communication, control as the key elements.
出处
《山东大学学报（哲学社会科学版）》
CSSCI
北大核心
2007年第6期119-123,共5页
Journal of Shandong University(Philosophy and Social Sciences)
