文档介绍：摘要随着消费者的成长和成熟,传统营销方式的效力逐步降低,口碑营销作为一种低成本、高效力的营销手段,其感染力和影响力日益受到企业的认可和重视。文中从口碑营销的起源,发展状况和概念,口碑营销的策略以及消费者行为的影响因素出发,对口碑营销与消费者购买行为的关系进行研究,用运正面口碑营销,与负面口碑营销对消费都购买决策的影响进行说明,最后拿星巴克的案例说明,通过营造正面口碑营销可以取得成功。口碑营销的起源从口碑在人类社会信息传播的阶断来讲,通过最初的人与人之间的简单沟通,到能过文字,书,以及现在的广告,电视,网络等来说明。文章就口碑营销的特点以及其对消费者购买决策的影响进行探讨,企业要运用口碑营销策略,就要在区分传统营销与口碑的前提下,明确实施的原则和条件,并结合星巴克的口碑营销给出实施口碑营销对消费者购买决策的影响。关键词:口碑营销消费者行为星巴克AbstractWiththegrowthandmaturityofmodernconsumers,-effectivemarketingtool,theappealandinfluenceofword-of--of-mouthmarketingandtheconsumerbuyingbehaviorfromthefactorssuchastheoriginofword-of-mouthmarketing,itsdevelopmentandconcept,word–of-mouthmarketingstrategiesaswellastheimpactofconsumerbehavior,toexplainthatpositiveandnegativeword-of-mouthmarketinghaveanimpactonconsumerdecision-making,essthroughpositiveword-of--of-mouthmarketingfromitsorderofinformationdisseminationinhumansociety,municationbetweenhumanbeingstosuchchannelsasthetext,book,modernadvertising,-of-mouthmarketinganditsimpactonconsumerdecision-makingthatenterprisesneedtouseword-of-mouthmarketingstrategies,underthepremiseofdistinctionbetweentraditionalmarketingandword-of-mouthmarketing,todefinitudeimplementationoftheprinciplesandconditions,andgivetheresultthattheimplementationofword-of-mouthmarketinghaveanimpactonconsumersdecision-biningwiththeimplementationofword-of-:word-of-mouthmarketing;consumerbehavior;Starbucks目录1引言 32基本理论 63口碑策略及口碑传播对消费者购买行为的影响分析 94案例分析——星巴克 12结论 13致谢 14参考文献 ,口碑是影响消费者购买家庭用品或食品的最重要因素,其