文档介绍：信息时代人际传播的口碑作用
——以网络口碑营销为例
作者:吴丽专业班级:2006100202 指导教师:肖建春
摘要
随着互联网科技的发展和信息时代的到来,产生了以互联网为媒介的新型人际传播方式——网络人际传播。互联网的应用已经渗透到人们生活的每一个角落。互联网上的信息传输方式从单向变为双向,论坛社区的应用日益广泛,越来越多的人通过互联网与他人双向互动式交流,获得他人对于某一事物的看法,辅助自己的选择,此时人际传播的口碑作用进一步彰显出巨大的推动力量。
本文以网络口碑营销为例,通过选取具体案例——“封杀王老吉”、“三星手机U608”及“某发动机国外获奖事件”进行深入分析,发现这些案例不仅有成功之处,也有失败和不足。在此基础上,作者进一步分析了信息时代人际传播的优势和劣势,对目前互联网中人际传播存在的一些问题提出合理化建议及对策。其目的是促进网络人际传播更加良性发展,从而为人们的生活带来方便,使企业的营销更加有效。
关键词: 信息时代;人际传播;网络;口碑营销
The effects on Word of Mouth of munication at the information age
— to take Word of Mouth Marketing as an example
Abstract :With the development of technology and ing of Information age,the new way of munication ----based munication is generated. The application of has permeated into every corner of people’s daily life. The way of information transmission has been gradually more interactive; the application of on-line forums & communities has e gradually wider, more and more municate with others and get mendation information via . At this point, The effects on Word of Mouth of munication further accentuates a huge driving force.
On this study, I take Word of Mouth Marketing as an investigated example. By selecting specific cases which are either essful or failure——"Ban Wang Lao Ji", "Samsung U608", and "An engine get awards abroad ",I make an in-depth analysis to illustrate the effects on Word of Mouth of munication at the Information age. On this basis, I further analysis the strengths and weaknesses of munication at information age. Finally I have advanced some rational advices and strategies towards kinds of problems existing -based munication, promoting the better development of -based munication, making people’s life more conveniently and enterprises’ marketing more effectively.
Key words: Information age; munication; ; Word-of-Mouth
Marketing
目录
第1章前言 1
论文选题背景及意义 1
国内外研究现状及存在不足 1
论文研究的主要内容 1
第2章人际传播的口碑作用 3
人际传播的形式 3
人际传播的特点 3
3
4
4