基于电子口碑营销的移动优惠券转发模式研究  

Mobile Coupon Forwarding Mode Based on Electronic Word of Mouth

作　　者：赵学锋[1] 汤庆[1] 刘芬[1] 

机构地区：[1]华中科技大学管理学院

出　　处：《管理学报》2013年第11期1657-1662,共6页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(71131004);国家自然科学基金资助项目(71171092;70871048;71271095)

摘　　要：针对现实应用中移动优惠券的兑现率不高的问题,利用社会技术系统理论,并引入社会网络和口碑营销的理念构建移动优惠券的转发模式。详细阐述了该模式中技术系统和社会系统的构建方法、模式的框架内容及应用流程。The potential success of mobile coupons has gained the advertisers~ and scholars~ inter ests as a new marketing tool; however the redemption rate is not so high in reality. In order to solve this problem, we propose a mobile coupon-forwarding mode that makes use of socio-technical system theory and combine it with the concept of social network and electronic word of mouth （eWOM）. This research elaborates the ways in which technical system and social system are built. The detailed con- tents and operation process for proposed mobile coupon-forwarding mode are discussed.

关 键 词：移动优惠券 社会技术理论 电子口碑营销 社会网络 转发模式 共享优惠券 

分 类 号：C93[经济管理—管理学]