Research on WOM Marketing of Forest Products Based on Web 2.0

摘要：

This Paper empirical analyzes on data from questionnaire aimed at interviews with respondents living in China, examines how the Web 2.0 applications affect the customer behavior of forest products. Our research shows that, more and more customer behavior of forest products would search information via Internet when they need, and the application tools of Web 2.0 such as blogs and forums have laid favorable foundations and they will play the new marketing roles in WOM marketing of forest products. While Web 2.0 clearly offers great potential to forest products marketers, but influencing patterns remain more prevalent within traditional environments.

关键词： WOM Web 2.0 Forest Products Marketing

作者: YAO Peng

作者单位: School of Management and Economic, Zhejiang Forestry University, P.R.China, 311300

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 16-21

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）