北京理工大学珠海学院 2020 届本科生毕业论文网络口碑营销的商业应用价值的探索摘 要口碑营销是企业营销的重要组成部分。互联网赋予了消费者口碑传播行为以新的特点,为企业口碑营销提供了新思路。因此，对企业来说，掌握网络口碑营销在进行营销活动时用处极大。本文以网络口碑营销的商业应用价值为研究对象，首先研究网络口碑营销的定义与特点，其次将其与传统口碑营销做对比分析，注重论述网络口碑营销的策略，针对网络口碑营销常遇到的障碍做出相应方案，结合案例分析网络口碑营销的商业应用价值。 关键词：口碑营销；网络口碑营销；商业应用价值I北京理工大学珠海学院 2020 届本科生毕业论文CONTENTSAbstract ........................................................................................................................Ⅰ摘 要 .............................................................................................................................ⅡIntroduction .................................................................................................................11 The Definition and Features of Internet Word of Mouth ....................................21.1 The definition of Internet Word of Mouth...........................................................21.2 The features of Internet Word of Mouth..............................................................32 The Comparison between Internet Word of Mouth and traditional Word of Mouth............................................................................................................................53 Internet Word of Mouth Marketing Strategies.....................................................63.1 Experiential Consumption...................................................................................6 3.2 Leader of Public Opinions.....................................................................................6 3.3 The willingness of the consumers to spread Internet word of mouth...................64 The Obstacle and Tactics of Internet Word of...
