口碑传播的应用研究——星巴克案例分析.pdf

862584
对外经济贸易大学
硕亡学位论文
论文题日:口碑传播的应用研究一一星巴克案例分析
主题词:口碑传播星巴克
专业
企业管理
研究方向
困际市场营销
研究生姓名、学号梁明200320321120584
导师姓名
熊伟
写作时间
2005年11月-2006年4月
提要
随着中国企业市场意识的提高和科技的发展,中国企业生产的产品从质量上正在和
世界先进水平靠拢,然而,在营销方法的选择上,我们的企业仍然局限于传统的营销手
段,通过单向的信息传播渠道宣传推广自己的产品,这显然无法满足消费者日益增长的
消费预期和消费意识的转变。信息传播渠道分为非人员的信息传播渠道和人员的信息传
播渠道。本文针对整合营销传播中“接触”和“沟通”的传播理念,对“口碑传播”这
一人员的信息传播渠道进行了初步的分析和探讨。列举了国外对于口碑传播理论的硏究
成果,对口碑传播的特点和应用条件进行了分析。体验式产品是口碑传播的主要内容,
它通过影响参照群体进而吸引目标消费群和广泛的消费群体。在传播的效果上,口碑传
播雪花式的传播模式从长期来讲并不逊于,甚至优于传统的媒体广告,并且直接的传播
成本几乎可以忽略不计。口碑传播适用于已经建立品牌的产品,追求产品的附加价值和
潜在价值。在消费者易于和他人接触的行业和高档消费品行业中,口碑传播更利于产品
的宣传推广。
本文以星巴克咖啡有限公司在口碑传播上的实际应用为例,对其口碑的产生、口碑
传播的动因、以及口碑传播与其它营销手段的关系作了较为深入的探讨。提出口碑传播
不仅仅是企业外部的信息传播行为,更重要的是企业内部营销的延伸。而对于负面口碑
的正确处理和应对也会对企业积极的口碑产生推动作用。
关键词:口碑传播星巴克
Abstract
Enhancing on marketing perceive, China enterprises are catching up with
advanced world level on product quality with develop of technology. But they
are still chained to traditional marketing methods, going through one-way
communication channel to promote their product. It is obviously cannot meet the
exception of consumers, nor keep in harmony with the change in their mind
Communication channel consists of non-personal communication channel and
personal communication channel. The paper introduces one of the personal
communication channel Word-of-mouth based on two main concepts of
touch and communicate" of Integrated Marketing Communication, listing the
research findings in this field, studying the characters and applied conditions of
this personal communication channel. Experience product is the key content of
word-of-mouth; it reaches the target consumer group and other groups by
focusing on the Reference Group. In long term, word-of-mouth
communication is better than media on the exposure degree, and its cost is
almost zero. This communication method is applied to the product with famous
brand and additional value
The paper also takes an example of Starbucks, one of the most famous
company that provides the product and service of coffee, for the detailed study of
content and drive of word-ofmouth indicates the word-of-mouth
communication is not only the external activity of enterprises, but also the
intemal activity, which is the extension of concept of enterprise internal
marketing. Negative information also can bring benefits if it is managed properly
Keywords: Word of Mouth, Starbucks