發(fā)布時(shí)間：2018-04-15 23:31

  本文選題：口碑 + 口碑營銷��； 參考：《西南交通大學(xué)》2007年碩士論文

【摘要】： 口碑，這種早于商品經(jīng)濟(jì)，自古至今永不落后的營銷手段，是人們追求而又無法控制的營銷手段。本文在前人對口碑研究的基礎(chǔ)上，結(jié)合市場營銷的基本理論進(jìn)一步分析與總結(jié)口碑營銷理論�？诒疇I銷是產(chǎn)品理論與傳播理論的結(jié)合，產(chǎn)品是口碑傳播的基礎(chǔ)，傳播是產(chǎn)品的宣傳。口碑營銷是市場營銷的結(jié)果，更是市場營銷的最終目標(biāo)�？诒疇I銷的一般模型架構(gòu)包含信息源、傳播者、傳播途徑、接受者四個(gè)關(guān)鍵環(huán)節(jié)，，是循環(huán)的體系，并不是直線單向的傳播。并以研究得出的理論框架分析保險(xiǎn)服務(wù)業(yè)的口碑營銷，提出針對保險(xiǎn)業(yè)口碑營銷模型架構(gòu)。因保險(xiǎn)產(chǎn)品的特殊性與專業(yè)性，保險(xiǎn)代理人即是銷售員，也是意見領(lǐng)袖，保險(xiǎn)公司提高服務(wù)的首要對象是保險(xiǎn)代理人。保險(xiǎn)公司的廣告應(yīng)更多的放在公司形象的宣傳。社會公共關(guān)系對保險(xiǎn)公司的發(fā)展與壯大有著至關(guān)重要的作用。同時(shí)以太平人壽保險(xiǎn)公司深圳分公司為例進(jìn)行了論證。太平人壽作為回國復(fù)業(yè)的公司，面對WTO后國情的變化，利用產(chǎn)品差異化策略，逐步打開市場，改善業(yè)務(wù)流程，利用IT手段建立多方面反饋渠道，創(chuàng)造了口碑營銷的基礎(chǔ)，而對保險(xiǎn)代理人制度的探索也是創(chuàng)造口碑營銷的另一個(gè)重要方面。研究結(jié)果表明，口碑營銷也適應(yīng)保險(xiǎn)專業(yè)服務(wù)性行業(yè)，保險(xiǎn)公司應(yīng)將更多的精力放在保險(xiǎn)代理人的服務(wù)上和產(chǎn)品設(shè)計(jì)，根據(jù)市場的變化采取靈活的措施，創(chuàng)造口碑，促進(jìn)口碑。同時(shí)要建立靈活的多方面的反饋渠道，掌握與改善口碑營銷效果，及時(shí)消除負(fù)面口碑。
[Abstract]:Word of mouth, which is earlier than the commodity economy and never backward since ancient times, is a marketing method that people pursue and cannot control.On the basis of previous researches on word-of-mouth, this paper further analyzes and summarizes the theory of word-of-mouth marketing combined with the basic theory of marketing.Word of mouth marketing is the combination of product theory and communication theory.Word of mouth marketing is the result of marketing, but also the ultimate goal of marketing.The general model of word-of-mouth marketing consists of four key links: information source, communicator, communication path and receiver. It is a circular system, not a straight and one-way communication.The word-of-mouth marketing of insurance industry is analyzed by the theoretical framework, and the structure of word-of-mouth marketing model for insurance industry is put forward.Because of the particularity and specialty of insurance products, insurance agents are both salesmen and opinion leaders.The advertisement of insurance company should be put more on the publicity of company image.Social public relations play an important role in the development and expansion of insurance companies.At the same time, Taiping Life Insurance Company Shenzhen Branch as an example to demonstrate.Facing the change of national conditions after WTO, Taiping Life Insurance Company, as a company returning to China, uses product differentiation strategy, opens the market step by step, improves business process, establishes various feedback channels by means of IT, and creates the foundation of word-of-mouth marketing.And the exploration of insurance agent system is another important aspect of creating word-of-mouth marketing.The results show that word-of-mouth marketing is also suitable for the professional service industry of insurance. Insurance companies should pay more attention to the service and product design of insurance agents, take flexible measures according to market changes, create word of mouth and promote word of mouth.At the same time, we should establish flexible feedback channels, grasp and improve the effect of word-of-mouth marketing, and eliminate negative word of mouth in time.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F842

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本文編號：1756325