Research On BBS Word-of-Mouth Marketing Communications

With the power of traditional advertising increasingly frail, many enterprises will look to a very old form of advertising word-of-mouth. Word-of-mouth information produced in human society when it already exists, it refers primarily to "everyone on the verbal praise." As word spread of high credibility, in the consumer area, word-of-mouth impact on consumer attitudes has been the most important factor. Many businessmen positive word-of-mouth communication activities will be upgraded to a high degree of word-of-mouth marketing through certain strategies to help enterprises consumer product or service promotion. In the traditional word-of-mouth marketing, In order to win reputation for enterprise to achieve the desired effect of marketing is not a short period of time to be completed, which is seriously hampering the brand development process. The coming of age of the Internet into word-of-mouth of the unprecedented vitality. Network Forum, e-mail and other Internet-based technology of the new communications channels for the various topics can be super-speed transmission, which is a more consumer information collected by the initiative, the value of word of mouth marketing network growing prominence. In the network environment, BBS is word-of-mouth spread of the most concentrated areas, typical of the word-of-mouth has spread, BBS reputation of the feasibility of marketing high. BBS and on the reputation of the whole network can provide a tremendous word-of-mouth marketing reference value.The main idea is to study: from the dynamic perspective on the BBS the spread of word-of-mouth in-depth analysis to identify the impact of transmission elements and effects What is the pattern of these elements and modalities of how to spread the word-of-mouth impact, that is to say the first word-of-mouth is necessary to analyze the BBS dissemination of the internal mechanism, that the relevant proposition. Through case analysis and the method of theoretical analysis in front of the conclusions reached by the data verification. Finally, in accordance with established proof of the proposition for enterprises to formulate corresponding BBS word-of-mouth marketing strategy. In view of such a study ideas and structure of this paper is as follows research: First, carding BBS related to the spread of word-of-mouth marketing knowledge. On the word-of-mouth and reputation spread word-of-mouth marketing Analysis of the concept for targeted research. BBS forum on the function of the network, transmission characteristics, and other related issues of BBS understanding of the meaning of the word-of-mouth marketing and role. With the first two parts of the BBS reputation of knowledge related question of how to deepen the understanding of the research objects. Then we spread the word on the BBS process of theoretical analysis, and dissemination of communication elements of the relationship between the effects and transmission mode of transmission elements and the relationship between the BBS to understand the process of word-of-mouth spread of the relationship between the various links. Through analysis, we can draw some relevant topic. Next, we used the case study method derived from the theoretical analysis of the proposition to conduct feasibility studies. Finally, in accordance with established proof of the proposition, the study of BBS reputation for enterprises to develop related marketing strategy.Through theoretical analysis and empirical cases, the study reached the following conclusions: BBS word spread of a process can be divided into interactive, and the proliferation of the three links. In the event of link can be "positive effects on the famous ID BBS word spread effect of word-of-mouth spread negative word-of-mouth effect of the positive word-of-mouth than significantly different types of content BBS reputation spread word-of-mouth effect of different; Interesting word content positive effects on word-of-mouth spread effect "Proposition 5. In the interactive sessions can be" different types of BBS reputation interactive mode frequency of the emergence of the large disparities; BBS reputation of the type of content and the mode of interaction There is a certain type of relationship, "two propositions. Link in the spread can be" BBS word-of-mouth to spread information recipients will be the extent of involvement of their products regulation; BBS word-of-mouth information will be transmitted to recipients the extent of involvement of its network regulation; Character positive effects on export-oriented BBS word-of-mouth to spread the message recipient wishes BBS reputation recipients positive effects on self-motivation to its reputation will spread; BBS reputation recipient altruistic motives positive influence will spread to its reputation; age, gender and demographic characteristics of the spread of word-of-mouth impact on the BBS "Proposition 6. Because of the limitations of case studies, this study only six of the former empirical proposition, and the results demonstrated that the six propositions were set up. Finally, in accordance with established proof of the proposition, the study of BBS reputation for enterprises to develop related marketing strategy. These strategies are: Firstly, the corporate marketing staff from both visibility and credibility of a well-known training their own ID, use the well-known ID influential opinion leaders on the BBS control word-of-mouth marketing. Secondly, the use of advisory help restore the high volume of information to enterprises to collect the relevant word-of-mouth information, thereby guiding the development of word-of-mouth marketing strategy. Thirdly, in accordance with relevant proposition on the reputation of enterprises in information design, should be strengthened interesting. In the form of content design should be dominated by experience. This content can be enhanced reputation spread word-of-mouth effect. Fourthly, as the BBS reputation interactive stage, particularly in the prestige of the product-related information interactions, mesh mode of interaction in the higher frequency, so word-of-mouth marketing BBS enterprises in the interactive process should be concerned about. Issued a reputation in the enterprise information, in the interactive phase must continue to play a role in communication with other ID, to strengthen the influence of word-of-mouth information.The main significance of this study lies in the use of innovative perspectives on the dynamics of the BBS reputation spread to the whole process of the in-depth analysis and discussion. Through the dissemination of elements and the mode of transmission, the spread of word-of-mouth mining BBS internal mechanisms, and the word spread that the relevant effect on the proposition that the word-of-mouth marketing communications on the network theoretical research to provide some new results. And research results can be applied to the practice of word-of-mouth marketing, word of mouth marketing enterprises BBS provide a theoretical basis for this stimulating the creation of an effective word-of-mouth marketing strategy.