“新零售”模式下口碑营销策略的创新研究  

Research on Word-of-mouth Marketing Strategy under the "New Retail" Model

作　　者：潘彩红 梁淑辉[1] PAN Caihong;LIANG Shuhui(Guangxi University of Foreign Languages,Nanning,Guangxi Zhuang Autonomous Region,530222 China)

机构地区：[1]广西外国语学院,广西南宁530222

出　　处：《科技资讯》2023年第3期125-128,共4页Science & Technology Information

基　　金：广西外国语学院2022年校级课题《“新零售”模式下口碑营销策略研究》(项目编号:2022XJ21)。

摘　　要：随着互联网普及率的大幅度提升,以网络购物为主体的电子商务发展迅猛,“新零售”模式下口碑营销的重要性日益彰显。该文通过对“新零售”模式下口碑营销的优点、缺点进行分析,利用安迪·赛诺威兹的5T模型对口碑营销在“新零售”模式中的创新运用进行探究,从“谈论者”“话题”“推动工具”“参与者”“跟踪了解”这5个角度提出了口碑营销的创新运用策略。With the substantial increase of Internet penetration, e-commerce with online shopping as the main body develops rapidly, and the importance of word-of-mouth(WOM) marketing under the mode of "new retail" becomes increasingly prominent. By analyzing the advantages and disadvantages of WOM marketing under the "new retail" model, this paper explores the innovative application of WOM marketing in the "new retail" model using Andy Sernovitz’s 5T model, and puts forward innovative application strategies of WOM marketing from five perspectives: "talkers" "topics" "tools" "taking part" "tracking".

关 键 词：新零售 口碑 传播 “5T”模型 

分 类 号：F270[经济管理—企业管理]