Research On The Effect Of The Marketing Capability Of Internet World Of Mouth On The Firm Performance

There are 649 million internet users in China up to December 2014.More and more people communicate with network medium.And they share their opinions on something or search opinions of others through the network.They also make their purchase decisions based on internet word of mouth(I-WOM).I-WOM way has been widely accepted and used.On April 29,2015,the "2015 + China" summit was held,the chairman and CEO of tencent ma huateng gave a new definition for the internet-information energy,emphasized we needed to drive out the value of information from the information resources.Therefore,the value of I-WOM is studied from a new way in depth,and denotation of marketing ability and the mechanism of its impact on the performance are also studied in this thesis.The idea of I-WOM is applied in the dynamic recognition theory of marketing ability,the concept of marketing ability of I-WOM is put forward and its influence on enterprise performance is discussed based on deep discussion of theory of I-WOM and marketing theory.Marketing ability of I-WOM and its contribution to the enterprise performance are main contents in this thesis.It includes:(1)consumer and public opinion internet word of mouth and and its characteristic and the difference are put forward;(2)the concept and measurement operationalization of marketing ability of I-WOM are put forward based on internet word of mouth and marketing ability;(3)the directly impact of marketing ability of I-WOM on enterprise performance is explored;(4)the impact of public opinion internet word of mouth between marketing ability of I-WOM and enterprise performance is revealed.The research missions have been completed through analyzing and discussing the above four issues in depth and using literature research,theoretical derivation and the empirical research method.The conclusions are as follows:First,new characters of I-WOM appear with the development of the internet.Consumer and public opinion internet word of mouth are proposed from macro focus combining the study of literatures and value of information.Second,the marketing ability of I-WOM and concept of dynamic marketing ability are proposed and based on characteristics of consumer internet word of mouth in this thesis.And multidimensional structure of I-WOM ability is further researched in this thesis.The measurement scale of marketing ability of I-WOM is developed based on quantitative empirical research method and the hotel's sample data,which has a good reliability and validity.The structural dimension of marketing ability of I-WOM is got through literature research and investigation,which includes three dimensions:information processing ability;communication management ability;promotion strategy ability.We strictly follow inventory process to complete measurement operationalization of marketing ability of IWOM through the sample survey data of hotels.Finally researches show that the marketing ability of I-WOM has positive influence on enterprise performance,and public opinion internet word of mouth plays a role adjustment between marketing ability of I-WOM and enterprise performance.