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摘要社交媒体的快速发展为为企业开展网络口碑营销提供的新机遇，开创了社交化电子商务网络口碑营销的新时代。在网络口碑的普及下，消费者和营销者开始越来越关注口碑信息，口碑营销也借助互联网得到了新的发展。网络口碑传播与传统口碑传播相比有它自身的特征，对企业在经营活动中树立良好的口碑有着非常重要的现实意义。在社交媒体时代，消费者的购买行为越来越趋于理性，传统电子商务营销依靠单纯的广告投放已经无法使消费者信服从而产生购买行为。现在更多的消费者往往是受到身边朋友或是网络好友的影响，越来越习惯于向熟人寻求购买建议。48394
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同样的人们也开始热衷于把自己购买商品的经历或使用体验分享到网络上，为其他消费者提供购买信息。而社交媒体的便捷性和实时性，使得不同空间的网民间的交流、分享、互动成为可能,网络口碑营销的重要性也逐渐显现。
The rapid development of social media is for enterprises to develop new opportunities provided by the Internet word of mouth marketing, e-commerce and created a social networking word of mouth marketing new era.In IWOM popularity, marketers and consumers become increasingly concerned reputation information, word of mouth marketing is also using the Internet to get a new development.Internet word of mouth spread and the traditional word of mouth compared to its own characteristics, to establish a good corporate reputation has a very important practical significance in business activities.In the era of social media, consumer buying behavior become more and more rational, traditional e-commerce marketing than relying on advertising has been unable to convince so that consumers buy the products. Now more consumers are often subject to close friends or friends of the network influence, more and more accustomed to seeking acquaintances buying advice.
The same people are keen to put their experience to purchase goods or experience to share on the network, providing purchase information to other consumers.The convenience of social media and real-time, making the exchange between users of different spaces, sharing, interactive as possible, the importance of word of mouth marketing network also gradually becoming apparent.
毕业论文关键词：社交化电商；口碑营销；应用策略
Keyword:Socializing electricity supplier；Word of mouth marketing；Application Strategy
目录
摘要 2
第一章 引言 4
1.1 研究背景 4
1.2 研究意义 5
1.3 研究方案 6
1.4 案例选择 6
第二章 文献综述 7
2.1社交化电商相关理论研究 7
2.2 营销模式的变化 8
2.3口碑营销相关理论研究 10
2.3.1 两级传播理论与意见领袖 10
2.3.2 顾客价值理论 11
第三章 口碑营销概述 12
3.1口碑营销的内涵与特征 12
3.2口碑营销的发展现状 14
3.3口碑营销产生的条件 16
3.4口碑营销在社交电商中的作用 16
第四章 典型案例分析 17
4.1蘑菇街——买手模式 18
4.1.1 蘑菇街的口碑营销策略 18
4.1.2蘑菇街在口碑营销中的弊端 20
4.2小红书——分享模式 21
4.2.1小红书的口碑营销 21
4.2.2 小红书在口碑营销上的弊端 22
4.3微商——社交模式 23
4.3.1 微商的口碑营销 23