Application Research On Chinese B2C E-Commerce Enterprise's Internet Word Of Mouth Marketing

When human society of information dissemination word of mouth had already exist, however, with the development of internet technology and the coming of internet time, word of mouth and word of mouth marketing have been rising and popular gradually. Meanwhile, in recent years electronic commerce also has increased growth enormous in china, and the scale of Chinese internet shopping market has exceeded $billions, in which B2C is growing at the speed of more than 100% annual rate of growth, thus it is clear that B2C will become the mainstream of electronic commerce application. In the internet time, word of mouth marketing plays very important function in consumer decision-making process, and also does a very important actual significance in the operation of enterprise.This thesis analyzed the implications and characteristics of word of mouth marketing and internet word of mouth marking, studying the development of e-commerce B2C the status on the basis of analyzing such related researches. This thesis mainly analyzed the B2C enterprises by applying study of Internet Word of Mouth Marketing, studying the effect of the internet word of mouth to consumer's shopping decision, and provided the countermeasure for enterprises which applied the internet word of mouth marketing by applying the IWOM's basic steps and strategies.