A Study On Word-of-Mouth Marketing Management Of H Training Center(Shenzhen)

WOM communication is the most credible information diffusion tool which is not only inexpensive but also precise.Positive WOM is the fundamental guarantee for a company to attract customers and to keep sustainable competitiveness.WOM marketing gradually becomes the significant marketing strategy.H Training Center(Shenzhen)is a branch of H Training Center(Beijing)which specialized in training customers to pass the entrance examination of Professional Master.The company heavily relies on customer referral for customer acquisition.It is facing problems in WOM marketing management.Beginning with literature review,the thesis first sorted out and classified WOM related literature domestic and abroad,conducted literature research on WOM communication and WOM marketing,and then tried to utilize relative theories to analyze the problems which H Training Center(Shenzhen)facing.The most important factor which affects WOM referral is customer satisfaction.Through interviews and questionnaires,the thesis acquired relative data of H Training Center(Shenzhen),utilizing SPSS16.0 to conduct descriptive analysis and correlation analysis of the data proved that H Training Center(Shenzhen)exists some insufficiency which resulted in students' dissatisfaction.And therefore affect their WOM recommendation intention.Combining with employee interview and the writer's working experience in H Training Center(Shenzhen),the thesis analyzed other WOM marketing insufficiency in H Training Center(Shenzhen),And then provided comprehensive solutions to the problems based on 5T model.