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Research on the Construction and Application of Word-of-Mouth Marketing Mode under the New Market Environment

Jinjiang Chen

Abstract


With the globalization of the world economy, consumers’ awareness of rational purchases has increased, and the traditional marketing model has been unable to meet the needs of enterprise development. Word-of-mouth marketing has a great influence on consumers’ pre-purchase decisions and purchase evaluations. Enterprises should pay attention to this marketing method. Based on this, this article discusses the connotation and characteristics of word-of-mouth marketing. Compared with traditional marketing models, word-of-mouth marketing has advantages and accordingly proposes specific ways to build a communication model.


Keywords


New Market Environment; Word-of-mouth Marketing; Advantages; Communication Model

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References


Kotler P. Marketing management. Chinese People’s Publishing House; 2001.

Lauterborn R. Integrated marketing communications. Beijing: China Renmin University Press; 2000.

Pine II BJ, Gilmore JH. Experience economy. Machinery Industry Press; 2002.




DOI: http://dx.doi.org/10.18686/fm.v5i3.2399

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