CONTENTSCHINESEABSTRACT1ENGLISHABSTRACT....................................................................................................................2INTRODUCTION..........................................................................................................3CHAPTER1INTERNETWORDOFMOUTHMARKETING..................................41.1Definition.................................................................................................................................41.2CharacteristicsofIWOM.........................................................................................................41.2.1Effectiveness..........................................................................................................................41.2.2MultipleChannelsofInformationandSementides...............................................................51.2.3Measurability..........................................................................................................................51.2.4ExtensiononSpaceandTime................................................................................................61.3ImportanceofIWOM................................................................................................................61.3.1CharacteristicsofCosmetics..................................................................................................61.3.2DistributionChannels............................................................................................................71.3.3TargetedCustomers.................................................................................................................91.3.4DevelopingSituationofRelatedIndustry............................................................................10CHAPTER2DISTRIBUTIONPROCEDURESOFIWOM......................................112.1Highqualityproducts............................................................................................................112.2.2TypesofNetworkOpinionLeader.......................................................................................122.2.3CharacteristicsofOutstandingNetworkOpinionLeader....................................................132.3DeterminingReceiverofWordofMouth.............................................................................152.4AppealingInformation...........................................................................................................162.5DealingwithNegativeWordofMouthAppropriately...........................................................16CHAPTER3SUGGESTIONSFORINTERNETWORDOFMOUTH....................183.1Deficiency...............................................................................................................................183.1.1ShortofSupply.....................................................................................................................183.1.2LowObjectivity...................................................................................................................183.2Reason.....................................................................................................................................193.3Suggestions........................................................................................................................
