BBS口碑传播个案研究——以孕婴社区论坛为例  

Research on word-of-mouth communication in BBS——A case of Pregnancy & Baby Forum in BBS

作　　者：刘彦宏[1] 

机构地区：[1]上海师范大学人文与传播学院

出　　处：《广告大观（理论版）》2008年第6期64-69,共6页Journal of Advertising Study

摘　　要：如今,网络论坛已成为人们获取和分享信息的一种重要途径,它极大地改变了口碑传播的速度与范围。许多企业纷纷将BBS作为口碑营销的新阵地,通过一定策略使消费者帮助企业进行产品或服务的宣传推广。本文通过个案分析的方法对孕婴社区BBS的传播特性进行数据论证,再根据论证为企业提供相应的BBS口碑营销策略。BBS has been becoming an important way for the people to access and share information and it extremely changes the speed and scope.More and more companies develop BBS as their new position of Word-of-Mouth communication and let customer promote produces and services by stratety.This article demonstrates the communication charactertistic of Pregnancy ＆ Baby Forum in BBS through case analysis,and then proposes the strategy of Word-of-mouth marketing in BBS.

关 键 词：BBS 口碑传播 孕婴论坛 

分 类 号：F713.8[经济管理—广告] F49[经济管理—产业经济]