【摘要】：伴隨著我國網(wǎng)絡(luò)營銷的不斷創(chuàng)新以及電子商務(wù)行業(yè)的飛速發(fā)展，女性消費者更是成為了諸多電商搶占的一個重要消費群體，因為“美麗經(jīng)濟”的主力軍便是女性消費者。作為我國電子商務(wù)的消費主體，女性消費者更是給網(wǎng)絡(luò)營銷活動帶來了巨大的發(fā)展?jié)摿�，女性消費者更愿意在消費行為的過程中針對產(chǎn)品的口碑進行傳播和分享，進而推動了網(wǎng)絡(luò)社區(qū)的商業(yè)化發(fā)展，同時也為網(wǎng)絡(luò)在線口碑的傳播營造了良好的條件。不過，由于網(wǎng)絡(luò)在線口碑是依據(jù)口碑傳播的傳統(tǒng)概念進行衍生的一個全新概念，打破了傳統(tǒng)口碑傳播的內(nèi)涵，所以應(yīng)當在全新的媒體環(huán)境下，針對網(wǎng)絡(luò)在線口碑傳播進行全新的定義。在全新的網(wǎng)絡(luò)營銷背景下，通過網(wǎng)絡(luò)社區(qū)和網(wǎng)絡(luò)論壇開展的口碑傳播具有雙刃劍的效果。女性視角下的網(wǎng)絡(luò)在線口碑傳播具有復(fù)雜多變的特點，同時女性網(wǎng)絡(luò)社區(qū)也是一個相當復(fù)雜和多元主體的口碑傳播圈，包含了口碑傳播者、行業(yè)組織以及網(wǎng)絡(luò)社區(qū)的運營者等等，在網(wǎng)絡(luò)口碑的傳播過程中出現(xiàn)了諸多的問題，本文針對于閨蜜網(wǎng)口碑傳播進行案例分析，研究該網(wǎng)絡(luò)社區(qū)針對于女性消費者的網(wǎng)絡(luò)口碑傳播的具體流程和目標，，并依據(jù)實際的營銷情況和女性消費者的特點，制定出在女性視角下網(wǎng)絡(luò)口碑營銷的具體策略，例如利用贈品等多種獎勵方式來推動女性消費者主動地進行口碑傳播、優(yōu)化網(wǎng)絡(luò)社區(qū)和相應(yīng)的平臺，細化口碑傳播的評論并且重視網(wǎng)絡(luò)中意見領(lǐng)袖對于女性消費者的影響等等，希望能夠推動整個網(wǎng)絡(luò)口碑傳播的健康發(fā)展。
[Abstract]:With the continuous innovation of network marketing in China and the rapid development of e-commerce industry, female consumers have become an important consumer group occupied by many e-commerce companies, because the main force of "beautiful economy" is female consumers. As the main consumer of electronic commerce in our country, female consumers have brought enormous development potential to the online marketing activities. Women consumers are more willing to spread and share the word of mouth of products in the process of consumption behavior. Then it promotes the commercial development of online community, and also creates good conditions for the spread of online word of mouth. However, because online word-of-mouth is a new concept derived from the traditional concept of word-of-mouth communication, it breaks the connotation of traditional word-of-mouth communication, so it should be in a new media environment. Online word of mouth for the network dissemination of a new definition. Under the new network marketing background, the word of mouth spread through the network community and the network forum has the double-edged sword effect. The online word-of-mouth communication from the female perspective has complex and changeable characteristics, and the female online community is also a complex and multi-subject word-of-mouth communication circle, which includes word-of-mouth communicators. Industry organizations and network community operators and so on, in the network word of mouth spread in the process of many problems, this article aimed at the best friend network word of mouth communication case analysis, According to the actual marketing situation and the characteristics of female consumers, the specific strategies of online word-of-mouth marketing are worked out in the view of women. For example, the use of gifts and other incentives to promote female consumers to actively spread word of mouth, optimize online communities and corresponding platforms, refine word-of-mouth comments and attach importance to the influence of opinion leaders on women consumers in the network, and so on. Hope to promote the healthy development of the whole network word of mouth spread.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206

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