口碑营销对消费者购买行为的影响

题目：口碑营销对消费者购买行为的影响

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摘要

随着消费者的成长和成熟，传统营销方式的效力逐步降低，口碑营销作为一种低成本、高效力的营销手段，其感染力和影响力日益受到企业的认可和重视。

文中从口碑营销的起源，发展状况和概念，口碑营销的策略以及消费者行为的影响因素出发，对口碑营销与消费者购买行为的关系进行研究，用运正面口碑营销，与负面口碑营销对消费都购买决策的影响进行说明，最后拿星巴克的案例说明，通过营造正面口碑营销可以取得成功。口碑营销的起源从口碑在人类社会信息传播的阶断来讲，通过最初的人与人之间的简单沟通，到能过文字，书，以及现在的广告，电视，网络等来说明。

文章就口碑营销的特点以及其对消费者购买决策的影响进行探讨，企业要运用口碑营销策略，就要在区分传统营销与口碑的前提下，明确实施的原则和条件，并结合星巴克的口碑营销给出实施口碑营销对消费者购买决策的影响。

关键词：口碑营销消费者行为星巴克

Title The impact of the consumers purchase decision-making from word-of-mouth marketing

Abstract

With the growth and maturity of modern consumers, the effectiveness of traditional marketing methods gradually recedes. As a cost-effective marketing tool, the appeal and influence of word-of-mouth marketing have an increasingly recognition and attention by enterprises.

This paperresearches the relationship between the word-of-mouth marketing and the consumer buying behavior from the factors such as the origin of word-of-mouth marketing , its development and concept , word –of-mouth marketing strategies as well as the impact of consumer behavior, to explain that positive and negative word-of-mouth marketing have an impact on consumer decision-making, finally take Starbucks as an example to illustrate that we can create a successthrough positive word-of-mouth marketing. The paper introduces the origin of word-of-mouth marketing from its order of information dissemination in human society, to illustrate through the initially simple munication between human beings to such channels as the text, book, modern advertising, and television and network and so on.

The paper explores such facts from the characteristics of word-of-mouth marketing

and its impact on consumer decision-making that enterprises need to use word-of-mouth marketing strategies, under the premise of distinction between traditional marketing and word-of-mouth marketing , to definitude implementation of the principles and conditions, and give the result that the implementation of word-of-mouth marketing have an impact on consumers decision-making bining with the implementation of word-of-mouth marketing of Starbucks .

Key words:word-of-mouth marketing; consumer behavior; Starbucks

目次

1引言1

1.1 选题背景1

1.2 研究的目的和意义1

1.3 文献综述2

1.4 研究的容和方法4

2基本理论5

2.1口碑营销的理论知识5

2.2消费者行为基本理论8

3口碑策略及口碑传播对消费者购买行为的影响分析9

3.1正面口碑营销对消费者行为的影响9

3.2负面口碑对消费者行为的影响10

3.3口碑营销的策略11

4 案例分析——星巴克14

4.1星巴克正确地确立了消费者定位14

4.2以体验营造了口碑14

4.3以质量和服务提升口碑15

4.4口碑营销成就了星巴克15

结论16

致17

参考文献19