体验营销的传播路径与现代口碑价值分析

营销的核心在于"定位"与"传播",体验营销同样依赖体验传播传递其价值。在目前市场过度竞争、大众媒体的可信度下降的环境下,口碑因其可信性、低成本、互动性、有效性等特点和优势,逐渐成为企业体验营销最佳的传播媒介与提高经营绩效的有效手段。

Spread Path of Experiential Marketing and Analysis of the Value of Modern Word of Mouth

The core of marketing lies in positioning and spreading,and experiential marketing depends on experience spread delivering experience value.Under the circumstances of over-competition in media and credibility decrease of public media,word of mouth is the best media choice for experiential marketing owing to its advantages,such as credibility,low cost,interaction and effectiveness.Key factors of driving word-of-mouth marketing,word-of-mouth power of Internet era,and business non-moral behavior of corporate w...