论口碑传播在品牌建设中的作用分析研究 工商管理专业

论口碑传播在品牌建设中的作用摘要现代营销研究认为口碑传播是世界上最为廉价且具有极高可信度的媒介，在市场中具有极强的控制力。在开放的市场经济中，品牌成为比产品更加重要的竞争力。要想在国际市场中获取一定的地位，从现在开始，必须重视品牌形象的建设。最有效的方法之一就是口碑传播。本文首先对口碑及口碑传播的定义进行了阐述，同时对口碑传播的特点及其与人际传播的关系进行了分析。接着对品牌定义进行了概述，并主要研究品牌建设的重要意义，品牌建设与口碑传播的关系及口碑传播在品牌建设中的作用。通过对案例的分析，发现其中存在的问题，帮助企业在品牌建设中最大限度的发挥口碑传播的作用。关键词：营销 口碑 传播 品牌建设AbstractModern marketing research that word of mouth is the world's most expensive and highly reliable media, in the market has a strong control. In an open market economy, the brand becomes more important than the competitiveness of the product. To get a certain position in the international market, from now on, we must attach importance to the construction of brand image. One of the most effective ways is word of mouth spread.This paper first elaborates the definition of word of mouth and word of mouth, analyzes the characteristics of word of mouth and its relationship with interpersonal communication. Then the brand definition is summarized, and the main significance of brand building, brand building and word of mouth communication and the role of word of mouth in the brand building role. Through the analysis of the case, found that the problems that exist, to help enterprises in the brand building to maximize the role of word of mouth spread.Key words: Marketing Word of mouth spread Brand Building一.口碑与口碑传播（1）口碑的定义早在我国古代就已经出现口碑，宋代诗词中有一句“劝君不用镌顽石，路上行人口似碑。”这意味着：人的嘴巴所传递出的信息，就像石碑一样。口碑是大众对一个企业的产品或服务赋予的一种极为强烈的个人思...