Word Of Mouth Marketing In The New Market Environment Mode And Applied Research

Now the world economy are facing the integration of global market, the digitization of enterprise survival, the internationalization of commercial competition with the irresistible tendency, in such market environment as taking the Internet, the knowledge economy, the high technology as representative and taking consumer's need as the core, the traditional marketing way could not satisfy the request of the enterprise developed, along with the consumer's rationality and independence consciousness enhancement, the traditional marketing influence purchasing the behavior of the consumer is more and more limited, word-of-mouth has aroused the more and more many enterprises' interest between consumer's oral traditions marketing way.This article reviewed the attention resources theory and the customer value and customer satisfies theory, as well as the domestic scholars' research on the oral traditions dissemination. With my own understanding, this article has given related concepts of the word-of-mouth and word-of-mouth marketing, elaborated the word-of-mouth and word-of-mouth marketing pattern characteristic; And it also has analyzed that word-of-mouth marketing compared to the traditional marketing has adapted more to in the new economic environment.Through the analysis to the traditional marketing environmental variation, this article summarized the marketing connotation and the marketing information communication, and further analyzed the impetus of the new technology and new idea to word-of-mouth marketing function. Through the analysis to the customer network and the core-consumer , it has constructed word-of-mouth marketing strategy model with the collect-production , core-consumer , communication , control as the key, and proposed guard measure to the negative effect of the word-of-mouth marketing.Looking from the Chinese background, because the word-of-mouth marketing draws support of the interpersonal communication and the sentimental exchange which coincide with and the China traditional culture interpersonal relationship, thus it is...