Then Spread Negative Word Of Mouth Network And Business Response

"Gold cup and silver cup is not as good as public’s reputation",that old Chinese popular saying has been the firmly belief for the generous business man. So in their process of engaging in commercial activities, to make prevention from production to every sale aspect of management, to the maximum to achieve customer satisfaction, leave a satisfactory impression to the customer. Thus, they may send this good news to the people around.Internet is known as one of the greatest invention in the21st century, its emergence and spread has brought the new changes to the individual and various industries in the real life. For commercial activities, from the source of market research to realize customer needs or final sales section, more or less by the impact of the internet, is slowly changing. The internet word-of-mouth(IWOM) is one of the changes of it, with the aid of the network, a new media form developed from of word of mouth, born with many of the features of this new media network, fast spread and wide spread range makes it appear the attention of the home.However, TWOM is a double-edged sword, both positive and negative side. This text is on the basis of many scholars, found that net negative word-of-mouth has enormous harm to the enterprise while enterprise often display the passive in the face of net negative word-of-mouth. This article is rely on empirical research methods to give a specific analysis of market of our country, find the bad influence of irregularities, the destructive force, to reduce the negative spread speed. Besides, giving some suggestions to the companies in order that they can deal with some retransmit of the net negative word of mouth.This article is to empirical research methods, combined with the past two years, first by the users on the network broke the news network experience dissatisfaction with a product or consumer word of mouth, triggering a typical example of the network reproduced in a large number of users spread negative word-of-mouth, such as Siemens"refrigerator door" event, Crest fluoride event, Huashan travelers stabbed events and other events in the network spread negative word-of-mouth process of law, to tell business managers, the face of the network spread negative word-of-mouth, the enterprise not onlypassive from the usual production management, channel management to reduce the release of negative word of mouth network to shorten network negative word-of-mouth, spokesman system and then spread the peak of means to effectively manage and respond to network negative word-of-mouth and then transmitted..The paper is divided into five chapters, spread from word of mouth research background, reputation in the network environment, the network negative word of mouth spread, the network negative word of mouth spread problems in the process, enterprises to actively respond to the network negative word of mouth spread through the above the five chapters of analysis so that companies recognize the the network negative word of mouth spread harm to the enterprise to enable enterprises to understand the importance of the network reputation in the marketing activities and the network reputation management into the scope of corporate brand management.Network reputation by means of the popularity of the network, and the growing number of Internet users, the sphere of influence continues to expand. Everyone has "from the" era of the media but also makes the negative reputation of the network continue to increase, enterprises are to survive and thrive in such an environment must take advantage of the help of a variety of means for effective management of the network negative word of mouth.