Research On Subgroup Links Of Customer Word Of Mouth Communication Network

With the rapid development of Internet shopping platform, through thenetwork platform, distribution and transmission of customer word-of-mouth ismore convenient than ever, and WOM has a significant influence on customerpurchase. People can also through the network platform to see the customers’comments about product word-of-mouth. Therefore, to support brand,researching word of mouth information dissemination way is of greatsignificance to the marketing strategy, the optimization of enterprise productservice system, and competitiveness of enterprises.Based on customer word-of-mouth theory and social network analysismethod, a special node, subgroup links of customer word-of-mouthcommunication network, is analysed.Firstly, the definition of the subgroup links of customer word-of-mouthcommunication network is given and role in customer word-of-mouth network ofit is analyzed. Based on the datum obtained through empirical investigation, acustomer word-of-mouth communication network was constructed. Through theanalysis and research on the network, the paper porposed the subgroup linksnetwork characteristic recognition method.By the statistical analysis method of subgroup links to conduct in-depthstudy, behavior and the the theory of behavior motivation were found theindividual characteristics of attribution and behavior of customer word-of-mouthcommunication network in the link of the subgroup. In the aspect of searchingword of mouth(WOM), the individual specific behavior characteristics include:the diversity of interests, openness of idea identity, extensive shopping demand;In the aspect of spreading word of month(WOM), the individual behaviorcharacteristics of subgroup links include: active information communicationinterpersonal integration collective, communicative intention integration initiative etc. Based on the results of the market strategy for subgroup links, thewom marketing was put forward. This paper could develop marketing strategyfor the enterprise and improve enterprise brand competitiveness.