口碑传播的特点与价值分析

被引：14

作者：

刘向阳

机构：

[1] 广东技术师范学院管理学系广东广州

来源：

商讯商业经济文荟 | 2006年 / 06期

关键词：

口碑; 人际沟通; 口碑价值;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

1201 ;

摘要：

传统营销传播的研究大多局限在企业对消费者的单向沟通方面,较少关注消费者之间的口碑传播。事实上,口碑传播对其传播者、接受者和其他相关群体都有影响,本文在对口碑特点归纳的基础上,对口碑传播相关的三方所获价值进行了具体分析。

引用

页码：88 / 90

页数：3

共 8 条

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