本文選題：口碑 + 網(wǎng)絡(luò)口碑營(yíng)銷　； 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：口碑是消費(fèi)者群體借助口頭語(yǔ)言對(duì)某個(gè)品牌或服務(wù)進(jìn)行非商業(yè)性信息交流,口碑營(yíng)銷成為各大企業(yè)常用的營(yíng)銷策略之一。隨著網(wǎng)絡(luò)技術(shù)的發(fā)展,口碑營(yíng)銷發(fā)展成為網(wǎng)絡(luò)口碑營(yíng)銷,對(duì)各行各業(yè)的生存與發(fā)展產(chǎn)生重要影響。本文以攜程旅行網(wǎng)為研究對(duì)象,借助文獻(xiàn)查閱法、案例分析法對(duì)其網(wǎng)絡(luò)口碑營(yíng)銷策略現(xiàn)狀進(jìn)行分析得出:通過(guò)以新媒體及傳統(tǒng)媒體為推廣平臺(tái)實(shí)施情感策略、社區(qū)弱關(guān)系策略、強(qiáng)關(guān)系策略、互動(dòng)策略及名人效益策略,以線上線下聯(lián)動(dòng)實(shí)施用戶思維策略,攜程旅行網(wǎng)現(xiàn)有的網(wǎng)絡(luò)口碑營(yíng)銷策略既有行業(yè)共性,又帶有自身企業(yè)文化的獨(dú)特性。此外,借助問(wèn)卷調(diào)查的形式了解網(wǎng)絡(luò)用戶關(guān)于攜程旅行網(wǎng)的口碑,得出結(jié)論:攜程旅行網(wǎng)在網(wǎng)絡(luò)口碑塑造、傳播及維護(hù)階段均有待提升,可從傳播過(guò)程的五大基本要素進(jìn)行改進(jìn)。在傳播者、傳播內(nèi)容及受眾方面,PGC與UGC并重,同時(shí)借助LBS確保信息精準(zhǔn)性;在傳播媒介方面,明確產(chǎn)品及投放平臺(tái)的定位和屬性,借助新興的傳播手段——移動(dòng)直播進(jìn)一步提升口碑傳播效果;在反饋方面,借助多平臺(tái)推廣及搜索引擎優(yōu)化及時(shí)處理公關(guān)問(wèn)題。通過(guò)對(duì)攜程旅行網(wǎng)網(wǎng)絡(luò)口碑營(yíng)銷的進(jìn)一步研究,在前人研究成果的基礎(chǔ)之上結(jié)合個(gè)人實(shí)踐經(jīng)驗(yàn),從其個(gè)性挖掘出更多共性,以期為在線旅游公司的發(fā)展提供營(yíng)銷策略借鑒,為學(xué)界有關(guān)企業(yè)網(wǎng)絡(luò)口碑營(yíng)銷策略的研究提供一些參考。
[Abstract]:Word of mouth (WOM) is a kind of non-commercial information exchange among consumers with the help of oral language. Word-of-mouth marketing (WOM) has become one of the commonly used marketing strategies in large enterprises. With the development of network technology, word of mouth marketing has become the network word of mouth marketing, which has an important impact on the survival and development of various industries. In this paper, Ctrip Travel Network as the research object, with the help of literature review method, case analysis of its online word-of-mouth marketing strategy status analysis: through the new media and traditional media as the promotion platform for the implementation of emotional strategy, community weak relationship strategy, Strong relationship strategy, interactive strategy and celebrity benefit strategy, online and offline linkage to implement user thinking strategy, Ctrip travel network existing network word-of-mouth marketing strategy not only has the industry commonality, but also has its own unique corporate culture. In addition, with the help of questionnaires to understand the network users about Ctrip travel network word-of-mouth, draw a conclusion: Ctrip travel network in the network word-building, dissemination and maintenance of the stage to be improved, It can be improved from the five basic elements of the communication process. At the same time, with the help of LBS to ensure the accuracy of the information, in the media, the location and attributes of the product and the delivery platform are clear. With the help of a new means of communication, mobile direct broadcasting can further improve the effect of word-of-mouth communication. In terms of feedback, multi-platform promotion and search engine optimization are used to deal with public relations problems in a timely manner. Through the further research of Ctrip travel net network word-of-mouth marketing, combining with the previous research results, combining the personal practice experience, excavating more commonness from its individuality, in order to provide the marketing strategy reference for the development of the online travel company, To provide some reference for the academic circles about the enterprise network word-of-mouth marketing strategy research.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F592;G206

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