本文選題：電商網(wǎng)站 + 在線口碑�。� 參考：《企業(yè)經(jīng)濟(jì)》2017年09期

【摘要】：在網(wǎng)絡(luò)媒體時(shí)代,在線口碑作為一種新型的口碑傳播形式,成為消費(fèi)者購買決策和企業(yè)營銷的重要信息來源。電商網(wǎng)站如何有效管理在線口碑,已成為學(xué)界和業(yè)界關(guān)注的焦點(diǎn)問題。依據(jù)信息傳播理論,在線口碑的信息價(jià)值主要受信息、信源、信宿和信道等關(guān)鍵特征的影響。文章分別從這四個(gè)方面探討了在線口碑的管理對策與建議:引導(dǎo)口碑內(nèi)容、增加口碑?dāng)?shù)量、管理負(fù)面口碑、培養(yǎng)意見領(lǐng)袖;鼓勵(lì)信源發(fā)布專業(yè)信息和個(gè)人信息、加強(qiáng)企業(yè)宣傳;關(guān)注信宿行為差異;提高信息平臺的易用性、互動性和可靠性等,為電商企業(yè)在線口碑管理提供一定的參考與借鑒。
[Abstract]:In the era of online media, as a new form of word-of-mouth communication, online word-of-mouth has become an important source of information for consumers to make purchase decisions and marketing enterprises. How to manage online word-of-mouth effectively has become the focus of academic and industry. According to the theory of information dissemination, the information value of online word-of-mouth is mainly influenced by the key features of information, source, host and channel. This paper discusses the countermeasures and suggestions of online word-of-mouth management from these four aspects: guiding word-of-mouth content, increasing the number of word-of-mouth, managing negative word-of-mouth, cultivating opinion leaders, encouraging Xinyuan to publish professional and personal information, and strengthening enterprise propaganda; Pay attention to the difference of information behavior, improve the ease of use, interactivity and reliability of the information platform, and provide a certain reference and reference for online word-of-mouth management of e-commerce enterprises.
【作者單位】： 徐州工程學(xué)院管理學(xué)院;中國礦業(yè)大學(xué)管理學(xué)院;
【基金】：江蘇省高校哲學(xué)社會科學(xué)研究項(xiàng)目“在線口碑、顧客感知價(jià)值對電商企業(yè)品牌形象的影響效應(yīng)研究”(項(xiàng)目編號:2017SJB1007) 徐州工程學(xué)院校級科研項(xiàng)目“在線評論對消費(fèi)者品牌信任的影響效應(yīng)研究”(項(xiàng)目編號:XKY2016108)
【分類號】：F724.6

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