摘要

　　　中國互聯網的迅速發展，為信息的傳播媒介帶來變革，使得信息的傳遞呈現傳播范圍廣、速度快、無時間地域限制、無時間版面約束、內容詳盡、多媒體傳送、形象生動、雙向交流、反饋迅速等特點。這些特點在一定程度上為網絡口碑營銷帶來良好的土壤。特別是web2.0時代的到來，網絡信息的傳播途徑更加豐富，網民的交互性越來越強，網絡更加開放，這也給網絡口碑營銷帶來了新的機遇。在web2.0環境下，博客、微博、社區論壇以其技術的便捷、內容的互動、表達的自由性等特點成為了網絡口碑傳播的主渠道，也使得網絡口碑營銷有了新的發展。本文在概述了網絡口碑營銷基本概念和特點的基礎上，分析網絡口碑營銷對品牌傳播和消費者購買行為的影響，全面的考察了可運用于網絡口碑營銷的主要網絡形式，分析了各類模式下網絡口碑營銷的特點和應用，并對幾種模式下網絡口碑營銷優劣進行比較分析，最后對網絡口碑營銷在實際運作中做出思考、給出建議。

關鍵詞：網絡口碑營銷；博客；微博；社區論壇；思考

ABSTRACT

　　The rapid development of China's Internet, information for the media to bring about change, making the transfer of information is spread wide, fast speed, without geographical restrictions, no time to time layout constraints, detailed content, multimedia transmission, vivid, two-way communication, rapid feedback etc. These characteristics in a certain extent for the word-of-mouth marketing network bring good soil. Especially the arrival of the era of Web2.0, the network information dissemination way more rich, users of interactive network is more and more strong, more open, it also gives the network marketing has brought new opportunities. In the Web2.0 environment, community forums, blogs, micro-blog with its technology is convenient, interactive content, freedom of expression and characteristics has become the main channel for the dissemination of Internet word of mouth, also makes network of word-of-mouth marketing has been a new development. This paper summarized the basic concept and characteristic of network marketing on the basis of analysis of network marketing, brand communication and influencing consumer behavior, Comprehensive study can be applied to network marketing network the main form, Analysis of mode of online word-of-mouth marketing characteristics and application, and several mode of online word-of-mouth marketing compared analysis, finally on the network marketing in the actual operation to think, give advice.

Keywords: Online word-of-mouth marketing; The blog; Microblog; Community BBS; Consider