Online WOM Marketing and the Application of Its Strategy

摘要：

The prevalence of Internet Word-of-mouth caused the concern of both consumers and marketers.WOM marketing has been new development by network.The spread of Internet word-of-mouth has its own characteristics compared with that of traditional,and provides a new opportunity to the enterprises.This paper first expounded the conception of Internet word-of-mouth and its mode of transmission,and then discussed the transmission of online word-of-mouth.With the start of improving the reliability of Internet Word-of-mouth,the author explored the strategy for enterprises to develop Internet WOM Marketing.

关键词： WOM Internet WOM WOM marketing Transmission of WOM

作者: SHEN Xiuqing GUO Haiqing

作者单位: School of Business,Inner Mongolia Finance and Economics College,Huhhot,010051,China Inner Mongolia Agricultural University,Huhhot,010018,China

会议类型: 国际会议

会议名称: 2008 Summit Internayional Marketing Management Conference(2008国际营销管理首脑会议)

会议地点: 天津

会议语种:英文

页码: 76-80

在线出版日期: 2008-05-01（万方平台首次上网日期，不代表论文的发表时间）