Research On The Internet Word-Of-Mouth Marketing Based On ZJK Company

In the Internet community, the uses of internet word of mouth marketing have become a very important marketing tool in marketing management. The reason is that with the development of the information technology, especially the emergence of Web2.0 technology, a variety of social media has developing just like the emergence of mushroom. People using social media has become increasingly popular for socializing and even penetrated into people’s daily work and life. It is because of the popularity of social media and network communication fasting, flatten, decentralized and shared characteristics, it allows companies to overcome the traditional distribution channels, such as word of mouth, television and print media play IWOM weaknesses strengths and support long-term development of enterprises.In China, the internet word of mouth marketing is still on unsystematic stages. Enterprise does not really play it in a good condition with the integrated marketing. There is no good understanding of internet word of mouth marketing and application management. This paper aims to study the existing and combing through word of mouth and internet word of mouth theory and application documents, combined with the actual social phenomenon to find out more systematic IWOM apply policies that for corporate management purposes.This paper is for practical need of management and is based on the research of relative theories of word of mouth and internet word of mouth, and aslo besed on the study of case. The main research methods used are Documentary Research Method and Inductive Reasoning Method. The research methods for this paper are different from the Taylor’s and Hawthorne Experiment’s and are similar with Henri Fayol’s functional approach. Studied architecture first is the introduction, mainly introduces the current network and word of mouth marketing-related phenomena and background and then proposed research ideas. The next step is to read and research the relative research papers and learn the results of previous studies. The third step is the research of the factors that impact on internet word of mouth marketing by make macro and micro analysis. The fourth step is the resolution for the paper’s problems mentioned before. Finally, this paper summarizes and prospects.