分分快3

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口碑传播在社交化电子商务网站中的应用分析

2013-08-26 16:55:01 今传媒

    zhuyuru

    zhaiyao: koubeichuanbodeyingxianglishibingdushi、jihejide,shejiaohuadianzishangwuwangzhanwei“kehutuijian”——koubeichuanbotigonglepingtai,rangkoubeichuanbobiandegengjiandan、chongshi。koubeichuanbodazaishangshejiaohuadianzishangwujuyouzhuduotedianheyoushi,ruherangshejiaohuadianzishangwuwangzhandekoubeichuanbogengjuyingxiangli,shifenfenkuai3xuyaojiejuedewenti。

分分快3    guanjianci: shejiaohuadianzishangwuwangzhan;zaixiankoubei;yingyong

    koubeichuanbo(oralspreading)shizhiyigejuyouganzhixinxidefeishangyechuanzhehejieshouzheguanyuyigechanpin、pinpai、zuzhihefenfenkuai3defeizhengshiderenjichuanbo。hulianwangfuyulexiaofeizheyizhongquanxindenengli,jizhenduitedingdeshangpinhuofenfenkuai3jinxingzishengoumaijingyan、yijianjixiangguanzhishidefenxiang,congerxingchenglezaixiankoubeichuanbo。shejiaohuadianzishangwuwangzhandexinxichuanboshiyizhongjiyushejiaoguanxiderenjichuanbo,shixianledichengben、gaosudu、gaoxiaolvdechuanbo。

    yi、koubeichuanbozaishejiaohuadianzishangwuwangzhanzhongchanshengdeyuanyin

   shouxian,duiyuxiaofeizhelaishuo: tamenbuzaixiangxinguanggao。kangshengchuangxiang(comsenz)heairui(iresearch)lianhefabude《disanjiezhongguowangluoshequyanjiubaogao》xianshi,wangshangshequwangyoudeyijianzaigoumaixingweiyingxiangyinsuzhongweijudiyi。zhiqianxiaofeizhezaiwangshanggouwuhuoqudexinxifeichangdebuduicheng,xiandefeichangdegudu,jibenshangmaijiashuoshenmejiuxinshenme,weidunengcankaodebiaozhunshidianjiadelishixinyudengxinxi,errujin,xiaofeizheyuelaiyuebuzaixiangxinguanggao,gengguanzhuqitayonghudepingjiahepinglun,wangwang100gehaopingdibushangyigechaping。

分分快3   qici,xianzaiwangluoxinxifanlan,yonghugouwusousuochengbenzengda。chuantongdedianzishangwuneirongxifenbugou,sousuochengbenjiaogao。shehuihuawangluodexifen、fenxiang、pinglungongnengshisousuochengbendadajiangdi。tongshiyemanzulexiaofeizhexuyaoyourenjiyijian、mailehaodongxixihuanhebierenfenxiangjingyan、mailechadedongxiyexiwangnengfaxiechulaideqingganbiaoda。

   zaici,duiyuqiyelaishuo: shehuihuadianzishangwuwangzhanshijiyuqixingquxiaozujianliqilaide,keyirangchuanbogengjiadezhunque,jishifaxianxiaofeizhedongcha。cong25wanrenqunzhongzhaodaozijidemubiaoyonghubicong2.5yirenqunzhongzhaodaozijidemubiaoyonghugengrongyi,qiedaorenduodedifanghedaoyouxuqiudedifangshiyouhendadequbiede。shehuihuadianzishangwujiutigongleyigekeyifaxianyonghuzhenshidexindetihuishenzhiyixieduichanpindejianyidegengjiajizhongdequdao。qiyetongguoqingting,keyiguanchazijidechanpinnaxieyonghuxihuan,duiyujiageshizenmekandaide,qiyetongguolijishejiaowangluozaihenduandezhouqijiunengshoujidaozhongduohuoshengshengyonghudezhenshifankui,zheixieduiyuqiyelejieyonghu,gaijinheyouhuachanpinyouzhehendadejiazhi。

    er、shejiaohuadianzishangwuwangzhankoubeichuanbodetedianjiyoushi

分分快3   koubeikexindugao、zhenduixingqiang,zaicujinxiaofeizhegoumaifangmian,youzheguanggaowukebinideyoushi,hulianwangshikoubeichuanbochaoyueshijianhekongjiandexianzhi,rangchuanbofanweibuzhijuxianyushurenquanzi,shimoshengrenzhijiandefenfenkuai3chengweikeneng。

    (yi)shejiaohuadianzishangwuwangzhankoubeichuanbotedian

   congmeijielaishuo,pingtaizhongduo,leixingduoyang,zhuyaoyousanzhongleixing: diyi,jiyuxianyoudianzishangwuwangzhangoujianshequ,shequfanguolaiyounengcujinzishendianzishangwu。rufankechengpindefankedaren;dier,jiyushequgoujianshejiaohuadianzishangwuwangzhan。rurenrenaigou、xinlangweibozhongdedianshanglianjiedeng;disan,tongyangjiyuxianyoudianzishangwuwangzhangoujianshequ,danyongyouzijiyonghutixidedisanfangshejiaohuadianzishangwupingtai,yimeilishuo、mogujieweidaibiao。

   congxingshilaishuo,juyoushuzihuadeduomeitixinxi,baokuowenzi、tupian、shengyin、weidianying、flash、yinledeng。duiyushejiaohuadianzishangwushequlaishuo,pinterestpubuliudetupianzhanshi,weibohuadexushifangfashiqizhuyaoxingshi。

   congchuanshouguanxilaishuo,shejiaohuadianzishangwushixianlekoubeichuanbokeyishiduorenduiduorende、danrenduiduoren、duorenduidanrende,bingqiekeyitongguoshurenzhijiandeqiangguanxi,yekeyitongguomoshengrenzhijianderuoguanxijinxingchuanbo。

分分快3   conggoutonghuanjinglaishuo,shejiaohuadianzishangwujinrumenjiandi,juyougengziyou、gengkaifangdexunishehuihuanjinggoutongchengben。

    conggoutongxiaoguolaishuo,shejiaohuadianzishangwukoubeichuanbotujingleisiyufengchaoshi,zheizhongchuanboxingtaidechuanbosudushibingdushi、jihejide,yuanyuangaoyuzhiqianrenheyizhongmeijiechanpindechuanbosuduhechuanboguangdu。

    (er)shejiaohuadianzishangwuwangzhandekoubeichuanboyoushi

    1.anquankekao neirongzichan

分分快3   koubeichuanboyibanqingkuangxiafashengzaipengyou、qinyou、tongshi、tongxuedengguanxijiaoweiqinjinhuomiqiedequntizhijian,shuyu“qiangguanxi”。20shiji70niandai,meiguoshehuixuejiagelanuoweiteyoujinyibutichule“ruoguanxi”lilun,bingfaxian,“ruoguanxi”suiranburu“qiangguanxi”neiyangjiangu,queyeyongyoujiweixunsuqiedichengbenhegaoxiaonengdechuanboxiaolv。shehuihuadianzishangwuzhiyukoubeichuanbo,zaiyutanenggoushiyonghuzhijianyijingjianliyizhongteshudeguanxihuoyouyi,tamenzaizijishiyongshangpindejichushang,zijibianjiduigaishangpindeyinxianghuozhefabiaopinglun,chongfenfahui“qiangguanxi”he“ruoguanxi”dezuoyong。xiangduiyuchuncuideguanggao、cuxiao、gongguandeng,kexinduyaogao。

分分快3    2.jingzhunxifen lingxiuyijian

分分快3   zaishejiaohuadianzishangwuwangzhanzhong,jiyuqishejiaoxingzhi,shouzhongjiyugezidexingqu、aihao、guanzhudianerzai“buluo”“xiaozu”zhongjuji,dadajiangdilefaxianxiaofeizhedexingquaihaodezhanxianchengbenhefaxianchengben,zheizhongfenzhonghua、suipianhuademeitihuanjingweixinxijingzhunchuanbochuangzaoletiaojian,diyujiangbuzaishifangaitongyangxingquheaihaodexiaofeizhejujizaiyiqidezhangai。zaishejiaohuadianzishangwuzhongxinxibeixifenweishenghuo、jiaju、meirong、fushi、dapeideng,bingjianlilebutongdexiaozu,butongfenzuzhongyouchanshenglebutongyijianlingxiu,yifangmian,tamenliyongwangluokoubeilejiepinpaihechanpinxinxi,shanzhangbuzhuoshehuihuawangluoshangdezuixingouwuchaoliu,liyongshehuihuawangluojinxinghuobisanjia,jinxingchanpinjuece;lingyifangmian,tamenfeichangleyibazijidexiangguanzhishihejingyanfenxiangjipengyouheguangdawangmin,shiwangluokoubeidezhongshiyuanchuangzhe。

    3.tiyanyingxiao qingganjiafen

   shehuihuadianzishangwurumogujiedengjianlileyouxiude“xiaozu”,zhuzhongtiyanneironghexingshidechuangxin,shitiyanhuodonghudonghua、yulehua。juyouxiangtongxingqude“xiaozu”youjujirenqidezuoyong,dingqijuxingdegezhongxuanxiu、pingxuanwangluodarendenghuodong,shiqichengweicujinyonghujiaowang、cijiyonghucanyu、peiyangyonghuxingquhezhongchengdu、shuliwangzhanpinpaixingxiangdezuijiazhendi。mogujiehaicehuayixilie“weidianying”yingxiao,shouzhongqiangliedeqinggangongming,xuqiudejingzhunbawo,tiyanyupinpaijinmijiehe、shenduhudong,xiyinlegengduodexiaofeizhejiarudaoshejiaohuadianzishangwudekoubeichuanbozhong。

    4.shishangkeji kuawanglianhe

分分快3    shejiaohuadianshangcaiqu“pingtai+meiti+yingxiao”sanheyidefangshijinxingchuanbo,bayonghugerenxihuandefenxianghuijudaoshejiaohuadianzishangwuzheiyishequpingtaizhuanhuaweigongzhongziyuan。tongguoduitang、meilishuodengzheileishequwangzhan,yonghukeyilejieshishangqushi,huodeleisizazhideshijuetiyan,bingdianjiwangzhanshangdetupian,biannenglianjiedaotaobao、fankedengdianshangwangye,shixiangoumai。shejiaohuadianzishangwushequzhichiduozhongshejiaozhanghumingchengdenglu,ruweibo、qqdeng,bingqiejiyushoujiwanggouyonghubuduanzengduo,shoujiyingyongyebuduantuichu。

分分快3    san、shejiaohuadianzishangwuwangzhankoubeichuanbodeyingyongcelve

   shejiaohuadianzishangwushequdekoubeichuanbocunzaizhuduoyoushi,tongshiyecunzaizhuduowenti,ru: xingqutupurengranbuwanshan,mubiaoquntiguoyudanyi,yingxiaomoshiguoyutongzhihua,koubeiwuxukuosan、koubeijiandunandudadengdeng。ruherangkoubeizaishejiaohuadianzishangwushequchuanbozhongruhutianyi,shifenfenkuai3yaokaolvde。

分分快3    (yi)yongguifanqianghuakoubei

   suizhekoubeichuanbozaishejiaohuadianzishangwuwangzhanbaozhashidefazhan,xiangguandezhiduguifanjidaijianli,zheiqizhongbaokuoshangyekoubeicehuadehefaxingjieding、xiangguancongyerenyuandexingweiguifanyijizaikoubeichuanbozheshenfenzhenshixingjieding。shouxian,wangzhanyinggaijianliyangedezigeshenhezhidu,jinliangguibimaijiafabudeguanggaoshifenxiangxinxi,jianjuejujuejiamaoweiliechanpinhuoqinfanzhishichanquandechanpincanyudianzishangwuhuodong;qici,jianlixiangxidedianzishangwudecanyuzhedexinyongdangan,yijizhong、tongyi、guifandexingshifanyingdianzishangwuhuodongdecanyuzhegerenchengxinyujiaoyijiludengxinxi。zuihou,jiaqiangxingyezilv,tongshiyexuyaozhengfudehelihuafazhiyindao,zhiyoujiangerzhejiehecainenggenghaodifahuishejiaohuadianzishangwudechuanboxiaoguo。

分分快3    (er)chuanggexingzhizaokoubei

   chuangzaoshejiaohuadianzishangwuwangzhandegexing,wuyizaiyutigaoyonghutiyan,jiangdiyonghuwanggoudeshijianjijinqianchengben,wajueyonghuqianzaigouwuxuqiu。yifangmian,gaijinwangzhansheji,zengqiangshejiaohuadianzishangwuwangzhanshiyonglv,weiyonghutigonggengduodefenfenkuai3kongjianhechangdi,jianlimaijiaheyonghudegoutongqudao。lingyifangmian,shehuihuadianzishangwuwangzhanguijiedaodihaishiyigexunidejiaoyipingtai,maijiawufaxiangchuantonggouwuyiyangzhenzhengkandao、chumodaoshangpin,keyikaifaxiangguanruanjian,shigouwuqingjinggengjiazhenshi,jianshao“xuhuangan”,congerrangyonghuhuodehechuantonggouwuyiyanganquan、zhenshi、fengfu、shenzhigengweijingcaidegouwutiyan。

    (san)zaolingxiuchongshikoubei

   jianyuyijianlingxiuzaikoubeichuanboguochengzhongdezhongyaodiwei,souxunyijianlingxiuhedazaozhumingidbiandeshifenzhongyao。jiyuyijianlingxiuzaishejiaohuadianzishangwushangbiaoshidebujinshimingxing,yebaokuogouwudaren、xiaozuzuzhang,shenzhishiyouxiukefudaibiao,qikeyitongguozhimingduhekexindudeleijihoutianhuodede,duiyuxiaofeizhelaishuo,keyitongguojijifatie,pinfancanjiataolundengjutixingdong,jiangzijipeiyangchengyijianlingxiu。qiyeyingxiaorenyuanyekeyiwajuepeiyangyixieyijianlingxiu,liyongqichuanboyoushiyouzhenduixingdijinxingkoubeixingxiaohuodong,yongyoushejiaohuadianzishangwukoubeichuanbodezhudongquan。

    (si)shifenfenkuai3qianghuakoubei

分分快3   fenfenkuai3shichuangzaolianghaokoubeideguanjianhuanjie。haodefenfenkuai3keyishikoubeichuanbozaixiaofeirenqunzhongchanshengyuanzinengliebianbandexiaoying,bingqiekeyiweichigukedezhongchengdu。jiaqiangyuxiaofeizhedehudong,zaizixun、goumai、wuliudenggegefangmianzuohaofenfenkuai3。

分分快3    (wu)yongchengyizhuanhuakoubei

   fumiankoubeichanshengshibukebimiande。zaichuxiangukebaoyuanshi,nuliyongchengyiquzhuanhuabaoyuan。yaotongguoyuxiaofeizhegoutong,jishifaxianlejieshangpinzainagehuanjiechuxianshenmewenti,bingyuyituoshanchuli,yijiangdichanshengchuanbofumianxinxidegailv。shangjiarunengjishituoshandichulihaowenti,tigaozheixiexiaofeizhedemanyidu,tamenhaikenengchuanboyixieduiqiyeyoulidexinxi,faneryouliyushulipinpaidezhengmianxingxiang。(zuozhejianjie: zhuyuru,nv,hunandaxuexinwenchuanboyuyingshiyishuxueyuanshuoshiyanjiusheng,zhuyaocongshimeijiejingyingguanliyanjiu。)

分分快3    cankaowenxian:

分分快3    [1] tangxingtong.shehuihuameitiyingxiaodaqushi[m].beijing:qinghuadaxuechubanshe,2012.

    [2] chenmingliang.zaixiankoubeichuanboyuanli[m].hangzhou:zhejiangdaxuechubanshe,2009.

分分快3    [3]sujia,liaohui.shehuihuagouwuwangzhandexinxichuanboyanjiu[j].dongnanchuanbo,2012(10).

分分快3    [4]litianjiao,songyifei.web2.0shidaixiadewangluokoubeichuanbo——yi“dazhongdianpingwang”weili[j].jinchuanmei,2012(7).

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