Research On Brand Awareness Based On Internet Word-of-Mouth ——the Shanghai Time Honored Shops As An Example

Time honored shops in Shanghai have its own history and business value, which are undoubtedly the indispensible part of shops in Shanghai However,those shops in Shanghai are more or less suffering from reducing customers & increasing operation pressure. Analyzing & utilizing IWOM is the best way to clarify the current problems and work out proper solutions. IWOM is the feedback of customers for shops in the internet. In this research,Dianping is selected as the source of IWOM. According to the demonstration,the focusing points of customer are quite similar during the consumption, which turn out to be specification,quality & service. The way to improve in these 3 aspects,and thus make better performance in IWOM,requires careful thinking of operators.