论文部分内容阅读
号称“零号媒介”的口碑,被现代营销人视为具有病毒特色的营销模式,是当今世界最廉价的信息传播工具,也是可信度最高的宣传媒介。麦肯锡公司驻伦敦管理营销专家Renee Dye和同事在研究50个营销案例后发现,利用口碑营销制造爆炸性需求有一定规律可循: 认清口碑潜力 并非所有的商品都适合做口碑营销,口碑营销在不同商品中发挥的效能不尽相同。在美国,2/3的经济或多或少受到口碑广告的影响,其
Known as the “Zero Media” reputation, the modern marketer regarded as a viral marketing model, is the world’s cheapest information dissemination tools, but also the most credible media. Renee Dye, a management marketing expert at McKinsey & Company in London and his colleagues who studied 50 marketing cases, found that there is a certain rule in using explosive word-of-mouth marketing to create explosive demand: Knowing the potential of word of mouth Not all products are suitable for word-of-mouth marketing and word- The effectiveness of the product to play different. In the United States, 2/3 of the economy is more or less affected by word-of-mouth advertising