摘要社会化媒体的出现被看做互联网的又一进步，它给信息世界带来了更可靠的真实性、更频繁的交流力度，也为网络营销提供了更优越的环境。与此同时，口碑营销凭借其广泛的影响力和高效的传播方式，成为企业营销实践的又一利器，一方面，消费者借助网络的力量，通过口碑传播的方式，对品牌表现出越来越深刻的影响力。另一方面，营销者也开始借助网络口碑，通过各种形式开展对产品及品牌的口碑塑造。48382
尽管如此，对于网络口碑营销要素以及网络口碑营销方法的研究屈指可数，因此本文从传播学及营销学的角度出发，通过对国内外网络口碑营销的概况、网络口碑营销传播中传者、受者等主题传播要素的分析，探讨网络口碑营销的操作方法及建议，为网络口碑营销的操作运用带来实际意义，以此促进网络口碑营销市场的健康发展。
The emergence of social media is seen as a further advancement of the Internet, it has brought the world to the information more reliable authenticity, more frequent communication efforts. At the same time, word of mouth marketing, with its extensive influence and efficient means of communication, has become another weapon corporate marketing practice. On the one hand, consumers are using the power of the network, by way of word of mouth, the brand exhibited more profound influence. On the other hand, marketers have begun using the word network, carry out product and brand reputation shaped by various forms.
Nevertheless, the study of only a handful of word of mouth marketing network elements and network word of mouth marketing methods, this article from the perspective of communication and marketing point of view, through the word of mouth marketing network at home and abroad before, word of mouth marketing network spread in those who pass by analysts and other factors relating to dissemination, and to explore methods of operation and recommendations from word of mouth marketing, and bring real meaning to the word of mouth marketing operation using the network, so as to promote the healthy development of word of mouth marketing network market.
毕业论文关键词：社会化媒体； 网络口碑； 口碑营销；传播要素
Keyword: social media； internet word of mouth； word of mouth marketing；communication elements
目 录
1.引言 4
1.1选题背景 4
1.2研究目标和意义 4
1.3研究内容和方法 5
1.4研究创新点 5
1.5技术方案 5
2.国内外研究现状 6
2.1关于社会化媒体平台营销传播相关研究 6
2.2关于网络口碑营销传播的相关研究 7
2.3研究中存在的问题 7
3.基于社会化媒体的网络口碑营销传播概述 7
3.1社会化媒体的网络口碑营销传播的定义 7
3.2社会化媒体的网络口碑营销传播的特点 8
3.3社会化媒体的网络口碑营销传播模式 9
4.社会化媒体网络口碑营销传播要素分析 10
4.1网络口碑营销传播的传播者 10
4.2网络口碑营销的传播渠道 13
4.3网络口碑营销的传播信息 14
4.4网络口碑营销的传播受者 14
4.5网络口碑营销的传播效果 15
5.实证案例研究—以聚美优品网络口碑营销传播为例 16
5.1传播者分析 16
5.2传播渠道 19
5.3传播信息 20
5.4传播受者 21
5.5传播效果 22 社会化媒体的网络口碑营销传播研究:http://www.youerw.com/guanli/lunwen_50966.html