企业口碑营销中的话题策划  

Topic Creation in WOM Marketing

作　　者：汪青云[1] 谢宇[1] 

机构地区：[1]江西师范大学,南昌330022

出　　处：《新闻界》2010年第1期178-180,共3页Journalism and Mass Communication

摘　　要：如今消费市场愈发成熟,消费者对传统广告形成信息免疫力,口碑营销可以说是一种"性价比"极高的营销方法。这一方法已经为众多不同性质、不同行业的企业所应用。本文将探讨企业如何进行口碑营销的话题策划,如何通过口碑传播的方式强化公众认知,进而达到树立品牌形象并且进行成功的口碑营销。WOM （Word of Mouth）has been used by different kinds of firms more and more in modern marketing communication, for the transitional advertisements don＇ t work any longer in persuading customers as well as they used to be. This thesis will discuss how to find a topic and how to strengthen public awareness in order to build brand imagination and increase the sale volume.

关 键 词：口碑营销 话题 素材 

分 类 号：G206[文化科学—传播学]