摘要
口碑是一种人际沟通的方式,人际影响理论可以用于分析口碑对于接收者的影响。农村市场的口碑信息源是意见领袖、市场行家和主要相关群体,口碑传播发生在较亲密的社会关系之间,加上农村市场的口碑传播环境和特点等共同支持了口碑对接收者高水平的信息性影响和规范性影响。企业可以充分运用口碑这一廉价高效的营销工具拓展和维持农村市场,提高其营销努力的经济效益和社会效益。
Word- of-mouth （WOM） is a means of interpersonal communication, and interpersonal influence theory can be used to analyze the influence of WOM for the recceptors. Some aspects jointly sup- port the high level of informational and normal influence of WOM for the recceptors, such as opinion leaders, market mavens and key reference groups which are WOM information sources in rural markets, WOM communication occuring among the intimate social relations, and the environment and characteristics of WOM communication in rural markets. Enterprises should make full use of the low - cost and efficient marketing tool to develop and maintain rural markets in order tO improve economic and social benefits of their marketing efforts.
出处
《兰州商学院学报》
CSSCI
2010年第2期34-37,共4页
Journal of Lanzhou Commercial College
基金
中华全国供销合作总社项目"供销社企业农村市场升级:口碑营销的视角"(GXZS0805ZD)的阶段性研究成果
关键词
农村市场
口碑传播
信息影响
规范影响
rural markets
WOM communication
information influence
normal influence
