Crack Word-of-mouth Marketing Password (iii)

Next: Crack Word-of-mouth marketing Password (ii)

Iii. Word-of-mouth Model

The Word-of-mouth model is based on the product model and the marketing model is the channel for the Disseminator to spread the transmission factor to the potential disseminator through the communication channel. Word-of-mouth model is the continuous process of communication, the process is not immutable, the dissemination of factors and channels of communication will be constantly revised and adjusted, and when the product in different life cycle stage, its marketing methods and communicators are different.

3.1 Product Import Period

When new products have just come on the market, there are only two kinds of user sources, one is the social circle of entrepreneurs and the user resources mastered by the entrepreneur in other projects, the other is the new users brought by the initial marketing; these two types of users constitute the main user group in the import period, called the initial user

Initial users are the original communicators, but also the origin of Word-of-mouth production. Such users are generally technical innovators and like to try new things and enjoy sharing. Some of them are industry experts, have a certain prestige and influence, the other part is called missionaries, like to share information, and has a strong appeal and influence.

3.2 Products into the long-term

When the product accumulates a certain disseminator, can through the Word-of-mouth marketing from the import period transition to into the long-term. In the growth period, the number of communicators continued to accumulate and expand, at this time the spread of factors and communication channels will not be suitable for the synthesis of long-term marketing needs, according to the needs of users to improve and upgrade.

At the same time, into a long-term need to introduce brand concept, and consumer interaction and communication, form their own brand culture, brand marketing will be in the product life cycle development, gradually replace Word-of-mouth marketing as the main marketing method

3.3 Maturity of products

Mature Marketing to brand marketing as the main marketing way, Word-of-mouth marketing in the product maturity to enlarge brand influence, strengthen brand status, prolong the product life cycle of the important role; At the same time, reasonable communication and interaction with consumers, can obtain consumer advice, grasp the trend of consumer demand, increase customer loyalty and so on, Not only can enhance the brand influence, can even discover new market, new opportunity.

3.4 Product Recession

According to Wopush's research, real recession and exit the market is very few products, in the early period of the product is not even in the recession period, the product manager will launch an upgraded version of the new product, so that the product re-enter the Ascent channel, new into Word-of-mouth marketing, brand marketing forward cycle.

The world is changing and marketing is changing. In the situation that the traditional marketing is weak and the consumers are numb to the advertisement, it is difficult to survive the fierce competition simply by relying on the traditional marketing mode, and the marketing innovation is the only way. In the background of the network from the media era into the era of personal media, in the blog, forum dominated the network of public opinion guidance, Word-of-mouth marketing has become the personal media era most of the media characteristics of the marketing method.

--The end of full text