【摘要】： 對于絕大多數(shù)企業(yè)來說,他們在品牌傳播的實際操作層面上,多以自我為中心進行大眾或分眾式的傳播活動。這種傳播方式的主要特點是企業(yè)將傳播的主動權(quán)牢牢掌握在自己手中,充分運用具有可控性的廣告與公關(guān)活動,瞄準目標消費者,在電視、報紙或者雜志上向他們傳遞企業(yè)或品牌信息。毋庸置疑,傳統(tǒng)的品牌傳播方式在互聯(lián)網(wǎng)Web2.0之前的社會背景下對于企業(yè)的品牌傳播起到了非常重要的作用。但隨著時代的不斷發(fā)展,企業(yè)所處的社會政治經(jīng)濟環(huán)境以及媒介的整體生態(tài)環(huán)境都在不斷地發(fā)生變化,也由此引發(fā)了傳統(tǒng)的品牌傳播方式越來越表現(xiàn)出對互聯(lián)網(wǎng)Web2.0背景下的企業(yè)傳播需要和消費者對信息獲取與搜尋需要的不適應(yīng)。網(wǎng)民數(shù)量急劇增加、社會的“碎片化”導致傳統(tǒng)品牌傳播方式的失效、網(wǎng)絡(luò)環(huán)境下消費者的互動分享成為趨勢、類型各異網(wǎng)絡(luò)口碑傳播平臺漸成氣候以及專事網(wǎng)絡(luò)口碑傳播機構(gòu)的出現(xiàn),都預示著傳統(tǒng)的品牌傳播方式似乎走到了路的盡頭,取而代之的是品牌網(wǎng)絡(luò)口碑傳播時代的到來。 所謂網(wǎng)絡(luò)口碑傳播是除企業(yè)之外的任何個人或機構(gòu)以文字、圖片、視頻或多媒體信息組合,通過論壇、博客、播客、Wiki、即時通訊工具等各種互聯(lián)網(wǎng)傳播渠道傳遞的有關(guān)品牌的各種主觀/客觀觀點、討論或其他和品牌一切有關(guān)信息的即時或非即時地雙向互動傳播過程。網(wǎng)絡(luò)口碑傳播具有速度更快、波及范圍更大、傳播效率更高、匿名性、傳播渠道多元化,持續(xù)力強、傳播效果容易測量等特點。網(wǎng)絡(luò)口碑傳播對于企業(yè)的品牌傳播而言就具有獨特的價值,它能夠更好地鼓勵消費者嘗試,影響其品牌購買決策;更快地傳遞品牌體驗,加深品牌的好感度與美譽度;能夠?qū)οM者的品牌態(tài)度產(chǎn)生影響。 在借鑒網(wǎng)絡(luò)傳播已有成果的基礎(chǔ)上,文中構(gòu)建了一個“相對于一個節(jié)點的網(wǎng)絡(luò)口碑傳播模型”。該模型的構(gòu)成要素包括網(wǎng)絡(luò)口碑傳播者、網(wǎng)絡(luò)口碑信息、網(wǎng)絡(luò)口碑傳播渠道、網(wǎng)絡(luò)口碑接收者以及反饋等五個要素,但該模式同時借鑒了消費者行為決策模型,因此除此之外還包括態(tài)度強化或改變、實際購買和購后評價等三個要素。網(wǎng)絡(luò)口碑的傳播過程首先由網(wǎng)絡(luò)口碑傳播者開始,網(wǎng)絡(luò)口碑傳播者受自身傳播意愿、傳播能力、個性特征以及產(chǎn)品本身特征的影響對網(wǎng)絡(luò)口碑信息做出選擇,同時對網(wǎng)絡(luò)口碑信息做出合適的形式使之適應(yīng)網(wǎng)絡(luò)口碑傳播者所要選擇傳播的渠道;網(wǎng)絡(luò)口碑傳播渠道是網(wǎng)絡(luò)口碑傳播者和接收者溝通的渠道,其不僅會影響網(wǎng)絡(luò)口碑傳播的方式和形態(tài),而且會影響到傳輸?shù)男Ф群托哦?目前傳播渠道主要集中電子郵件(E-mail)、博客(Blog)、威客(Wiki)、BBS、網(wǎng)絡(luò)社區(qū)等新型互聯(lián)網(wǎng)應(yīng)用上;接著網(wǎng)絡(luò)口碑接收者經(jīng)由互聯(lián)網(wǎng)上的上述渠道類型接觸到網(wǎng)絡(luò)口碑信息后,根據(jù)自己的接收意愿、接收能力與個性特征對信息做出選擇性接收;在接受網(wǎng)絡(luò)口碑的全部、部分信息或不接受網(wǎng)絡(luò)口碑信息后,口碑接收者的態(tài)度得到改變或強化;下一步就是網(wǎng)絡(luò)口碑接收者態(tài)度發(fā)生改變或強化后做出購買決策和實際購買行動;再下一步就是對整個購買、使用過程做出評價并發(fā)布在網(wǎng)絡(luò)上。在整個網(wǎng)絡(luò)口碑傳播過程中,網(wǎng)絡(luò)噪音、關(guān)系強度始終存在,對整個網(wǎng)絡(luò)口碑傳播過程發(fā)生影響。 企業(yè)在運用網(wǎng)絡(luò)口碑傳播進行品牌傳播時,首先需要對產(chǎn)品適用性進行分析,因為并非所有的商品都適合做網(wǎng)絡(luò)口碑傳播,口碑傳播在不同商品中所發(fā)揮的效能也不盡相同;其次,需要對整個網(wǎng)絡(luò)文化環(huán)境以及品牌與產(chǎn)品的網(wǎng)絡(luò)評論與意見進行分析;第三,選定網(wǎng)絡(luò)口碑點;接著,企業(yè)進行制造話題,以話題驅(qū)動傳播,制造話題的策略主要有制造網(wǎng)絡(luò)明星代言話題、制造品牌故事話題、制造視頻傳播話題、制造爭議話題,或者其它話題;第五步是選擇網(wǎng)絡(luò)口碑傳播的輿論領(lǐng)袖;最后是話題的執(zhí)行和控制。品牌網(wǎng)絡(luò)口碑傳播工具的運用,不僅是企業(yè)適應(yīng)網(wǎng)絡(luò)傳播生態(tài)環(huán)境的有效舉措,也是滿足消費者自我傳播的高明之舉。
[Abstract]:For the vast majority of enterprises, they are more self-centered in the practical operation of brand communication. The main feature of this mode of communication is that enterprises firmly grasp the initiative of communication in their own hands, make full use of controllable advertising and public relations activities, and aim at target consumption. Undoubtedly, the traditional way of brand communication played a very important role in the brand communication of enterprises in the social background before Internet Web 2.0. But with the continuous development of the times, the social, political and economic environment and the media in which the enterprises are located have played a very important role. The overall ecological environment is constantly changing, which has led to the traditional brand communication mode more and more show to the Internet Web 2.0 background of enterprise communication needs and consumer information acquisition and search needs do not adapt. Effectively, the interactive sharing of consumers under the network environment has become a trend, the growing climate of different types of network word-of-mouth communication platforms and the emergence of specialized network word-of-mouth communication institutions, all indicate that the traditional brand communication methods seem to come to the end of the road, replaced by the arrival of the era of brand network word-of-mouth communication.
The so-called network word-of-mouth communication is any individual or organization other than the enterprise to text, pictures, video or multimedia information combination, through the forum, blog, podcast, Wiki, instant messaging tools and other Internet communication channels to transmit a variety of subjective / objective views about the brand, discuss or all other relevant information about the brand real-time or Online word-of-mouth communication has the characteristics of faster speed, wider spread, higher communication efficiency, anonymity, diversification of communication channels, strong sustainability, and easy measurement of communication effect. They attempt to influence their brand purchase decisions, transfer brand experience more quickly, deepen brand goodwill and reputation, and influence consumers'brand attitudes.
On the basis of the existing achievements of network communication, this paper constructs a "network word-of-mouth communication model relative to one node". The model consists of five elements: network word-of-mouth communicator, network word-of-mouth information, network word-of-mouth communication channel, network word-of-mouth receiver and feedback, but the model also draws lessons from the elimination. The dissemination process of online word-of-mouth begins with the disseminator of online word-of-mouth. The disseminator of online word-of-mouth is influenced by his own dissemination willingness, dissemination ability, personality characteristics and product characteristics. The choice of information is made, and the appropriate form of online word-of-mouth information is made to adapt it to the channel that the network word-of-mouth disseminator should choose to disseminate; the network word-of-mouth dissemination channel is the communication channel between the network word-of-mouth disseminator and the receiver, which will not only affect the mode and form of online word-of-mouth dissemination, but also affect the validity and reliability of the transmission. At present, the main communication channels are e-mail, blog, Wiki, BBS, network community and other new Internet applications; then, the recipients of online word-of-mouth access to online word-of-mouth information through the above channel types on the Internet, according to their willingness to receive, receiving ability and personality characteristics of the information to make a choice. Sexual acceptance; after accepting all, part of the information or not accepting the information of online word-of-mouth, the attitude of the recipient of online word-of-mouth is changed or strengthened; the next step is to make purchasing decisions and actual purchasing actions after the attitude of the recipient of online word-of-mouth has changed or strengthened; and the next step is to evaluate the whole purchasing and using process. In the whole process of network word-of-mouth transmission, network noise and relationship strength always exist, which affect the whole process of network word-of-mouth transmission.
When using online word-of-mouth communication for brand communication, enterprises need to analyze the applicability of products firstly, because not all goods are suitable for online word-of-mouth communication, and the effect of word-of-mouth communication in different goods is not the same; secondly, the whole network cultural environment, as well as brand and product network comments and Opinions are analyzed; thirdly, network word-of-mouth points are selected; then, the enterprise carries out topic-making, topic-driven communication, and the strategy of making topic mainly includes making network star endorsement topic, making brand story topic, making video communication topic, making controversial topic, or other topic; fifth step is to choose the public opinion leader of network word-of-mouth communication. Finally, the implementation and control of the topic. The use of brand network word-of-mouth communication tools is not only an effective measure for enterprises to adapt to the ecological environment of network communication, but also a wise move to satisfy consumers'self-communication.
【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;G206

【引證文獻】

相關(guān)期刊論文 前2條

1 陳素白;梁玉麒;;社交網(wǎng)站網(wǎng)絡(luò)口碑研究:以性別差異為向度[J];國際新聞界;2012年06期

2 李建英;薛枝梅;武世海;;新媒體視角下秦皇島旅游文化網(wǎng)絡(luò)傳播平臺的研究[J];辦公自動化;2013年08期

相關(guān)碩士學位論文 前10條

1 姚雪;汽車制造企業(yè)網(wǎng)絡(luò)社區(qū)運營體系研究[D];吉林大學;2011年

2 元志潤;在網(wǎng)絡(luò)口碑溝通中的意見領(lǐng)袖（Opinion leader）研究[D];復旦大學;2011年

3 黃國升;當代廣告輿論化現(xiàn)象研究[D];福建師范大學;2011年

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本文編號：2208971