V5shop Shop System Analysis: The rise of internet Word-of-mouth marketing

What is Network Word-of-mouth marketing

Network Word-of-mouth Marketing, but also for the internet Word of Mouth Marketing, referred to as IWOM. Network Word-of-mouth Marketing is the organic combination of Word-of-mouth marketing and network marketing. Network Word-of-mouth Marketing (IWOM) is the organic combination of Word-of-mouth marketing and network marketing. Word-of-mouth Marketing has been in fact, local specialties, old factory shops and corporate brand strategy, including Word-of-mouth marketing factors. Network Marketing is the internet after the rise of an online business activities, it gradually by the portal advertising marketing, search advertising marketing development to network Word-of-mouth marketing.

Enterprises need innovation, enterprise marketing should be more innovative. Since the reform and opening-up, Chinese enterprise marketing has introduced the Western Enterprise Marketing Theory and method, which is basically a way to imitate. After entering the 21st century, because of the formation of buyer's market and China's entry into the WTO, coupled with the challenge of knowledge economy and the requirement of sustainable development, marketing innovation has become the inevitable choice of Chinese enterprises ' development. The rise of Internet word-of-mouth Marketing is the concrete manifestation of concept innovation, strategy innovation, Method innovation and market innovation in enterprise marketing innovation.

The emergence of the environment

Network Word-of-mouth Marketing is the organic combination of Word-of-mouth marketing and network marketing. Word-of-mouth Marketing has been in fact, local specialties, old factory shops and corporate brand strategy, including Word-of-mouth marketing factors. Network Marketing is the internet after the rise of an online business activities, it gradually by the portal advertising marketing, search advertising marketing development to network Word-of-mouth marketing. By Word-of-mouth Marketing and network marketing organically combined network Word-of-mouth marketing, aiming at the application of Internet Information technology and platform, through the consumer word and other expressions as the carrier of Word-of-mouth information, including the interaction between enterprises and consumers information, to open up new channels for enterprise marketing, to obtain new benefits. The birth of this new marketing model has the appropriate external environment for its initiation and development.

The information economy is the economic environment that the new marketing model produces. In the information age, information itself becomes a valuable product and service because of the increasing importance of information to value creation. Enterprises should not only be able to get the exact information they need in time, but also to publish their own information accurately to the intended target object. However, whether the enterprise adopts the "push-type" or "pull-type" information transmission strategy, are one-way "you listen to me" type of their information to send to consumers. And consumers in a mixed enterprise information, just want to be able to quickly and effectively get the real information they need. It is to cater to the needs of consumers, with two-way interaction as the characteristics of the real credibility of the keynote of the network Word-of-mouth marketing came into being, both favored by enterprises and consumers welcome the new network Marketing model.

Challenges to Development

Online Word-of-mouth Marketing in the development process will encounter two problems. One is on the consumer side, due to the expression of words such as the release of Word-of-mouth information also requires a certain degree of expression and time, energy resources, so according to the enterprise's willingness and request to provide favorable word-of-mouth information is not the impetus; on the contrary, the heart of the "dissatisfaction" is more likely to become their ability to provide adverse word-of-mouth information. Second, in the enterprise side, most of the time is not correct understanding of the network Word-of-mouth marketing significance and role, but also lack of consumer, especially to provide adverse word-of-mouth information of the initiative and enthusiasm for communication. The key to solve the above problems lies in the enterprise's bosom and sagacity.

In the daily consumption behavior, people not only need material satisfaction, but also have the need of spiritual respect and self-realization, and communication is the necessary condition and way to realize the latter demand. Enterprises to promote the network Word-of-mouth marketing, in particular, to focus on communication with consumers, this is not to persuade them to change the adverse information to the enterprise content, but first of all to respect the consumer to publish "dissatisfaction" the right of Word-of-mouth information, and the criticism or questioning of the consumer to the relevant experience as a business daughter difficult to buy "golden stone medicine."

From the perspective of competitive advantage and marketing concept, the competitive advantage of enterprises should be based on the ability to provide excellent value for consumers, enterprises and society. The modern enterprise marketing from the appearance looks is the marketing strategy application and the combination, is one kind of economic behavior, but from the deep level analysis is the humanities operation result, is the enterprise culture embodiment. Positive and correct response to consumer "dissatisfaction" Word-of-mouth information, is the enterprise marketing is an extremely important part. It is not only the function of marketing department, but also the responsibility of all departments of enterprises.

Operation mode

In the network blog after the hot, some smart ads will be free to provide users with the product to the blog user trial, and let them use the product experience, feelings written blog article published, so that everyone share, this is probably the first form of Word-of-mouth marketing network. 　　Subsequently, the domestic Internet appeared several network Word-of-mouth marketing platform: first, E-commerce website self-service Word-of-mouth marketing plate, mainly published through the online transactions of consumers Word-of-mouth information to give new buyers to buy guidance, such as Taobao "Shopping guide." 　　Second, focus on providing daily life type of word-of-mouth information and corresponding services (+ local life search + classified information, etc.) of the website, such as the public comments network, Word-of-mouth network. Third, through the community web site or the community, aggregated users to provide a certain category or several types of goods word-of-mouth information to serve users, such as Ant Community Network. There is a special word of mouth information search website.

As long as enterprises adhere to the "positive" operation, that is, regardless of online offline, different "Word-of-mouth information" can be the same, to jointly promote the realization of corporate purposes and vision. It is based on this, the network Word-of-mouth marketing rise to follow the right path of healthy and orderly development.

This article is provided by V5shop online shop system Provider official website: http://www.v5shop.com.cn