Research On Marketing Application Of Word-of-Mouth

Nowadays, the world economy is developing with the direction of the global market integral whole turn, business enterprise existence numeral turn, and business competition internationalization very quickly. Take Internet, knowledge-based economy, high and new technique as to represent at this, take satisfying the need of consumer as the market environment of core in, the traditional market marketing's method can't satisfied a business enterprise to begged existence and beg the request of development completely already. Take business enterprise as to spread along with the increasing of consumer reasonableness consciousness and independent consciousness, the traditional marketing with the form of consumer to be negative and enterprise to be positive influence the dissemination purchases behavior of consumer more and more limited, WOM marketing method which builds up among consumers and which influence the consumer after buying or before buying very greatly caused the concern of more and more business enterprises.The main research object of this research is a 20-29-year-old consumption community, this consuming community has already had a certain consumption ability and consumption knowledge, and after 1, 2 years the consume ability of this group will break out quickly, having to certainly guide a function to the future consumption. The textual and main purpose is the influence which inquiry into a WOM information to judge a merchandise information to the consumer, and how the problem for influencing. The research means giving the opinion and the suggestion which can be provided as reference.The research targeted with the individual customer in all of cities in China, total 300 questionnaires by random base, and 250 valid questionnaires are collected. In terms of data analysis, One-way ANOVA, Frenqucy Analysis, and Pearson's r are used to assume.This research has got following results: 1. By all accounts, the consumers almost communicate with their friends about the feeling of they buy some products. And the information is about lots of product types.2. Through One-way ANOVA and Correlation analysis, the reference of sender's expertise on WOM is very significant and the reference is positive. The reference of receiver's expertise on WOM is very significant and the reference is negative.3. Through Frequency Analysis, the tie of senders and receivers is stronger; the reference of the WOM is stronger. The network is important paths for the consumer to obtain and send information currently.Combined with the market investigation and study data analysis result, this article gives several suggestions to the enterprises and marketing elites.1. It is important for the enterprises to provide products with high quality which make the consumers satisfied.2. The enterprise can encourage the consumer send information about their products. And the information must be positive.3. Commonweal marketing is a valid way for enterprises now. Commonweal marketing can promote the enterprise's popularity and reputation.4. Nowadays, network is very important and essential for peoples'life. So it is a valid way for WOM. The methods of network WOM are very rich such as BBS, E-mail, and Blog.