衡量口碑营销的新方法

口碑营销，衡量保健品企业价值的根本！前几年，一首歌曲很火，叫《江南style》，全球有超过4亿的MV点击量实在让人咋舌。

然而，《江南style》之所以能最终晋身全球NO.1神曲，除了韩国本土粉丝保驾护航点击率外，布兰妮等欧美大牌明星的连番转载力推和口碑营销才是其坚挺笑傲北美市场的真正推手，一度在点击率陷入低迷的初始阶段挽救了它日后的命运。

可见，在如今的社会中，不管是卖歌曲还是卖食品、卖用品，口碑营销已无处不在，其作用也不可小觑。

口碑营销是一种最为古老的营销方式，其历史应该追溯到人类开始商品交换的初期。

在没有广告媒体的时代，人们的口头信息传播理所当然就成为最佳也是唯一可以选择的传播方式了。

但那个时代的口碑营销是顺其自然的、没有计划性的和不可控制的。

今天，当我们面对铺天盖地的广告和高昂的传播费用而提出精准营销、营销管理、关系营销和一对一营销的时候，我们试图通过把口碑营销与现代营销手段结合起来，在可操作性、可控性和可计划性方面为口碑营销注入新鲜血液，使其重新焕发出迷人的魅力。

蓝哥智洋国际行销顾问机构调查的一组调查数据表明：口碑传播是一个被消费者经常使用且深得消费者信任的信息渠道。

举例来说，有59%的电脑用户或打算购买电脑的消费者会从朋友、同学那里获得产品信息，而40.4%的人最相信朋友的介绍；在空调、营养品、洗发水、房屋等产品的购买过程中，分别有53%、49%、35%和32%的消费者会通过朋友介绍获得相关产品信息；分别有35%、28%、15%和18%的消费者最相信朋友的介绍。

国外的调查也显示：7000个来自欧洲各国的消费者中有60％承认他们曾在家人和朋友的影响下尝试购买新的品牌和诸如空调、营养品、洗发水、房屋等产品；只要觉得是好产品，有80%的顾客愿意推荐给朋友。

教育意见领袖，激发大众口碑从企业的角度来说，利用口碑传播来开展营销活动不仅是可信的，而且是低成本的。

口碑传播不只是简单的搞社区营销或者做单一的造势活动，与大规模投入广告和其他促销活动相比，口碑营销的成本由于主要只集中教育和刺激小部分传播大众（小众）上，既教育、开发口碑意见领袖，因此成本要低得多，且效果往往是事半功倍。

A new way to measure word-of mouth marketingApril.2010 • Jacques Bughin, Jonathan Doogan, and Ole Jrgen Vetvik• McKinsey QuarterlyConsumers have always valued opinions expressed directly to them. Marketers may spend millions of dollars on elaborately conceived advertising campaigns, yet often what really makes up a consumer’s mind is not only simple but also free: a word-of-mouth recommendation from a trusted source. As consumers overwhelmed by product choices tune out the ever-growing barrage of traditional marketing, word of mouth cuts through the noise quickly and effectively.Indeed, word of mouth1 is the primary factor behind 20 to 50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive, factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would. And its influence will probably grow: the digital revolution has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimate,one-on-one communication. Today, it also operates on a one-to-many basis: product reviews are posted online and opinions disseminated through social networks. Some customers even create Web sites or blogs to praise or punish brands.As online communities increase in size, number, and character, marketers have come to recognize word of mouth’s growing impor tance. But measuring and managing it is far from easy. We believe that word of mouth can be dissected to understand exactly what makes it effective and that its impact can be measured using what we call “word-of-mouth equity”—an index of a brand’s power to generate messages that influence the consumer’s decision to purchase. Understanding how and why messages work allows marketers to craft a coordinated, consistent response that reaches the right people with the right content in the right setting. That generates an exponentially greater impact on the products consumers recommend, buy, and become loyal to.A consumer-driven worldThe sheer volume of information available today has dramatically altered the balance of power between companies and consumers. As consumers have become overloaded, they have become increasingly skeptical about traditional company-driven advertising and marketing and increasingly prefer to make purchasing decisions largely independent of what companies tell them about products.This tectonic power shift toward consumers reflects the way people now make purchasing decisions.2 Once consumers make a decision to buy a product, they start with an initial consideration set of brands formed through product experience, recommendations, or awareness-building marketing. Those brands, and others, are actively evaluated as consumers gather product information from a variety of sources and decide which brand to purchase. Their post-sales experience then informs their next purchasing decision. While word of mouth has different degrees of influence on consumers at each stage of this journey, it’s the only factor that ranks among the three biggest consumer influencers at every step.It’s also the most disruptive factor. Word of mouth can prompt a consume r to consider a brand or product in a way that incremental advertising spending simply cannot. It’s also not a one-hit wonder. The right messages resonate and expand within interested networks, affecting brand perceptions, purchase rates, and market share. The rise of online communities and communicationhas dramatically increased the potential for significant and far-reaching momentum effects. In the mobile-phone market, for example, we have observed that the pass-on rates for key positive and negative mes sages can increase a company’s market share by as much as 10 percent or reduce it by 20 percent over a two-year period, all other things being equal. This effect alone makes a case for more systematically investigating and managing word of mouth.Understanding word of mouthWhile word of mouth is undeniably complex and has a multitude of potential origins and motivations, we have identified three forms of word of mouth that marketers should understand: experiential, consequential, and intentional.ExperientialExperiential word of mouth is the most common and powerful form, typically accounting for 50 to 80 percent of word-of-mouth activity in any given product category. It results from a consumer’s direct experience with a product or service, largely when t hat experience deviates from what’s expected. Consumers rarely complain about or praise a company when they receive what they expect.) Complaints when airlines lose luggage are classic example of experiential word of mouth, which adversely affects brand sentiment and, ultimately, equity, reducing both receptiveness to traditional marketing and the effect of positive word of mouth from other sources. Positive word of mouth, on the other hand,can generate a tailwind for a product or service. ConsequentialMarketing activities also can trigger word of mouth. The most common is what we call consequential word of mouth, which occurs when consumers directly exposed to traditional marketing campaigns pass on messages about them or brands they publicize. The impact of those messages on consumers is often stronger than the direct effect of advertisements, because marketing campaigns that trigger positive word of mouth have comparatively higher campaign reach and influence. Marketers need to consider both the direct and the pass-on effects of word of mouth when determining the message and media mix that maximizes the return on their investments.IntentionalA less common form of word of mouth is intentional—for example, when marketers use celebrity endorsements to trigger positive buzz for product launches. Few companies invest in generating intentional word of mouth, partly because its effects are difficult to measure and because many marketers are unsure if they can successfully execute intentional word of-mouth campaigns. What marketers need for all three forms of word of mouth is a way to understand and measure its impact and financial ramifications, both good and bad.Word-of-mouth equityA starting point has been to count the number of recommendations and dissuasions for a given product. There’s an appealing power and simplicity to this approach, but also a challenge: it’s difficult for marketers to account for variability in the power of different kinds of word-of-mouth messages. After all, a consumer is significantly more likely to buy a product as a result of a recommendation made by a family member than by a stranger.These two kinds of recommendations constitute a single message, yet the difference in their impact on the receiver’s behavior is immense. In fa ct, our research shows that a high-impact recommendation—from a trusted friend conveying a relevant message, for example—is up to 50 times more likely to trigger a purchase than is a low-impact recommendation.To assess the impact of these different kinds of recommendations, we developed a way to calculate what we call word-of-mouth equity. It represents the average sales impact of a brand message multiplied by the number of word-of-mouth messages. By looking at the impact—as well as the volume—of these messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole. That impact—in other words, the ability of any one word of-mouth recommendation or dissuasion to change behavior—reflects what is said, who says it, and where it is said. It also varies by product category.What’s said is the primary driver of word-of-mouth impact. Across most product categories, we found that the content of a message must address important product or service features if it is to influence consumer decisions. In the mobile-phone category, for example, design is more important than battery life. In skin care, packaging and ingredients create more powerful word of mouth than do emotional messages about how a product makes people feel. Marketers tend to build campaigns around emotional positioning, yet we found that consumers actually tend to talk—and generate buzz—about functional messages.The second critical driver is the identity of the person who sends a message: the word-of mouth receiver must trust the sender and believe that he or she really knows the product or service in question. Our research does not identify a homogenous group of consumers who are influential across categories: consumers who know cars might influence car buyers but not consumers shopping for beauty products. About 8 to 10 percent of consumers are what we call influentials, whose common factor is trust and competence. Influentials typically generate three times more word-of-mouth messages than noninfluentials do, and each message has four times more impact on a recipient’s purchasing decision. About 1 percent of these people are digital influentials—most notably, bloggers—with disproportionate power.Finally, the environment where word of mouth circulates is crucial to the power of messages. Typically, messages passed within tight, trusted networks have less reach but greater impact than those circulated through dispersed communities—in part, because there’s usually a high correlation between people whose opinions we trust and the members of networks we most value. That’s why old-fashioned kitchen table recommendations and their online equivalents remain so important. After all, a person with 300 friends on Facebook may happily ignore the advice of 290 of them. It’s the small, close-knit network of trusted friends that has the real influence.Word-of-mouth equity empowers companies by allowing them to understand word of mouth’s relative impact on brand and product performance. While marketers have always known that the impact can be significant, they may be surprised to learn just how powerful it really is. When Apple’s iPhone was launched in Germany, for example, its share of word-of-mouth volume in the mobile-phone category—or how many consumers were talking about it—was about 10 percent, or a third less than that of the market leader. Yet the iPhone had launched in other countries, and the buzz accompanying those messages in Germany was about five times more powerful than average. This meant the iPhone’s word of- mouth equity score was 30 percent higher than that of the market leader, with three times more influentials recommending the iPhone over leading handsets. As a result, sales directly attributable to the positive word of mouth surrounding the iPhone outstripped those attributable to Apple’s paid marketing six-fold.Within 24 months of launch, the iPhone was selling almost one million units a year in Germany.The flexibility of word-of-mouth equity allows us to gauge the word-of-mouth impact ofcompanies, products, and brands regardless of the category or industry. And because it measures performance rather than the sheer volume of messages, it can be used to identify what’s driving—and hurting—word-of-mouth impact. Both insights are critical if marketers are to convert knowledge into power.Harnessing word of mouthThe rewards of pursuing excellence in word-of-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match. Yet many marketers avoid it. Some worry that it remains immature as a marketing discipline compared with the highly sophisticated management of marketing in media such as television and newspapers. Others are concerned that they can’t draw on extensive data or elaborate marketing tools fine-tuned over decades. For those unsure about actively managing word of mouth, consider this: the incremental gain from outperforming competitors with superior television ads, for example, is relatively small. That’s because all companies actively manage their traditional marketing activities and all have similar knowledge. With so few companies actively managing word of mouth—the most powerful form of marketing—the potential upside is exponentially greater.The starting point for managing word of mouth is understanding which dimensions of word-of-mouth equity are most important to a product category: the who, the what, or the where. In skincare, for example, it’s the what; in retail banks, the who. Word-of-mouth equity analysis can detail the precise nature of a category’s influentials and pinpoint the highest-impact messages, contexts, and networks. Equipped with these insights, companies can then work on generating positive word of mouth, using the three forms we identified: experiential, consequential, and intentional.Although the importance of these triggers varies category by category, experiential sources are the most important across them. Harnessing experiential word of mouth is fundamentally about providing customers with the opportunity to share positive experiences and making the story relatable and relevant to the audience. Some companies, such as Miele and Lego, build buzz around products before launch and work to have early, highly influential adopters by involving consumers in product development, supported by online communities. Consistently refreshing the product experience also helps harness experiential word of mouth—consumers are more likely to talk about a product early in its life cycle, which is why product launches or enhancements are so crucial to generating positive word of mouth. Buzz also can be sustained after launch: Apple has maintained interest in and excitement about the iPhone via its apps store, as constantly evolving and user-generated content maintains positive word of mouth.Most companies actively use customer satisfaction insights when developing new products and services. Yet a satisfied customer base may not be enough to create buzz. To create positive word of mouth that actually has impact, the customer experience must not only deviate significantly from expectations but also deviate on the dimensions that matter to the customer and that he or she is likely to talk about. For instance, while battery life is a crucial driver of satisfaction for mobile-handset consumers, they talk about it less than other product features, such as design and usability. To turn consumers into an effective marketing vehicle, companies need to outperform on product and service attributes that have intrinsic word-of-mouth potential.Managing consequential word of mouth involves using the insights provided by word-of mouth equity to maximize the return on marketing activities. By understanding the word of- mouth effects of the range of channels and messages employed and allocating marketing activitiesaccordingly, companies can equip consumers to spread marketing messages and drive their reach and impact. In fact, McKinsey research shows that marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones.Two things supercharge the creation of positive consequential word of mouth: interactivity and creativity. They are interrelated, and particularly important for brands in relatively low-innovation categories that often struggle to gain consumer attention. One example of a company successfully harnessing this power is the UK confectioner Cadbury, whose “Glass and a Half Full” advertising campaign used creative, thoughtful, and integrated online and traditional marketing to spur consumer interaction and sales.The campaign began with a television commercial featuring a gorilla playing drums to an iconic Phil Collins song. The bizarre juxtaposition was an immediate hit. The concept so engaged consumers that they were willing to go online, view the commercial, and create amateur versions of their own, triggering a torrent of YouTube imitations. Within three months of the advertisement’s appearance, the video had been viewed more than six million times online, year-on-year sales of Cadbury’s Dairy Milk chocolate had increased by more than 9 percent, and the brand’s positive perception among consumers had improved by about 20 percent.Intentional word-of-mouth campaigns revolve around identifying influentials who become brand and product advocates. Of course, companies can’t precisely control what consumers tell others. But ambitious marketers can use word-of-mouth equity insights to shift from consequential to intentional campaigning.The type of campaign that companies choose to adopt depends on the degree to which marketers can find and target influentials. Marketers capable of undertaking one-to-one marketing—such as mobile-phone operators—are uniquely positioned to execute controlled and effective intentional word-of-mouth campaigns. Mobile carriers have granular customer data that can precisely locate influentials who know the category, talk to many people, and provide them with trusted opinions. That means messages can be directed at specific individuals who are most likely to spread positive word of mouth through their social networks. As a message spreads, this approach generates an exponential word-of mouth impact, similar to the ripple effect when a pebble is dropped in a pond.Companies unable to target influentials precisely must take a different approach. While Red Bull, for example, can’t send text messages to specific consumers, it has successfully deployed science to orchestrate effective intentional word-of-mouth campaigns. After identifying influentials among its different target segments, the energy-drink company ensures that celebrities and other opinion makers seed the right messages among consumers, often through events. While it can’t be sure who will attend, Red Bull knows that those who do will be the kinds of consumers it seeks—and that the positive messages they will relay across their own social networks can generate a superior return for its marketing investment.Marketers have always been aware of the effect of word of mouth, and there is clearly an art to effective word-of-mouth campaigning. Yet the science behind word-of-mouth equity helps reveal how to hone and deploy that art: it shows which messages consumers are likely to pass on and the impact of those messages, allowing marketers to estimate the tangible effect word of mouth has on brand equity and sales. These insights are essential for companies that want to harness the potential of word of mouth and to realize higher returns on their marketing investments.衡量口碑营销的新方法了解口碑口碑无疑颇为复杂，并拥有多种可能的根源和动机，而我们则确定了营销者应该了解的三种形式的口碑：经验性口碑、继发性口碑，以及有意识口碑。

24种绝对营销策略1. 研究市场需求在制定营销策略之前，必须充分了解市场需求。

通过市场调研、客户反馈、竞争对手分析等手段，了解消费者的需求和偏好，从而为产品或服务的定位和推广提供指导。

2. 创造独特的品牌形象品牌形象是企业与消费者之间建立情感联系的桥梁。

通过塑造独特的品牌形象，企业能够在竞争激烈的市场中脱颖而出，吸引更多消费者的关注和认同。

3. 提供卓越的客户服务完善的客户服务是促进销售增长的重要策略之一。

建立高效的客户服务体系，及时响应客户的需求和问题，提供良好的售后支持，能够增加客户的忠诚度，带来重复购买和口碑传播。

4. 寻求合作伙伴与合适的合作伙伴合作，能够共同拓展市场、共享资源、提高竞争力。

通过寻找合适的合作伙伴，可以拓宽销售渠道，增加产品或服务的曝光度。

5. 制定明确的营销目标明确的营销目标有助于企业明确方向、衡量效果。

制定具体、可量化的营销目标，并与团队共享，以促进工作的聚焦和努力的方向。

6. 运用数据分析通过数据分析，能够更好地了解消费者行为、改进产品或服务、优化市场营销策略。

有效地收集、整理、分析数据，并根据分析结果调整策略，能够提升市场竞争力。

7. 创新产品或服务持续创新是保持竞争优势的重要途径。

与时俱进，不断引入新产品或服务，满足消费者的不断变化的需求，能够吸引更多的潜在客户和保持现有客户的关注。

8. 充分利用社交媒体社交媒体成为推广产品或服务、与消费者进行互动的重要渠道。

通过精准的定位、优质的内容、活跃的互动，能够扩大品牌影响力，吸引更多潜在客户。

9. 制定差异化的定价策略制定差异化的定价策略有助于提高产品或服务的竞争力。

适当根据产品特点、目标市场和竞争对手的定价情况，制定具有吸引力的价格策略，能够提高产品的销售量和市场份额。

10. 举办促销活动促销活动能够快速提升销售额、扩大品牌知名度。

通过组织各类促销活动，如限时折扣、购买赠品等，能够吸引更多消费者的购买和参与。

11. 提供个性化定制服务提供个性化定制服务能够满足消费者个性化的需求。

口碑营销的5T模型口碑营销的5T模型如何将口碑活动变成投入少、见效大的营销活动?美国口碑营销协会的口碑营销大师安迪·塞诺威兹总结出的口碑营销"5T"模型，为我们总结出口碑运作的基本流程。

金杯、银杯，不如顾客的口碑。

如果企业产品优良、善待客户，口碑带给企业的是免费的营销宣传，带给企业的是销售的增长和利润的增加。

相反，如果企业不善待客户，负面的口碑会使企业销售大减，进而制约企业的成长与发展。

在网络快速普及的今天，口碑越来越显示出其强大的力量。

用一位专家的话来说，网上网下相呼应，微小动向就会扩散成潮流与时尚。

许多人误以为口碑营销就是通过网络进行口碑宣传活动，实际上，80%的口碑传播是靠面对面沟通交流进行的，网络之外的议论和交流比网上的谈论多得多，互联网只是帮助口碑快速传播和便捷跟踪的工具之一。

口碑营销的定义：那么什么是口碑营销呢?口碑营销就是要创造一个理由，让人们谈论你的产品，同时，还要创造条件让人们更加轻松地谈论。

口碑营销是企业到客户再到客户(B2C2C)的一种沟通方式，是关于如何让客户进行第二次甚至更多次免费宣传的营销。

口碑是人们之间自然而然的沟通交流，口碑营销则是学习如何发挥这些沟通交流的作用，让人们不断谈论你的产品，进而提升品牌形象和产品销量。

口碑营销与其他营销方式一样，具有可操作性和计划性，也可以进行跟踪调查。

如何实施口碑营销：在营销领域，口碑一直具有举足轻重的地位，但真正将口碑营销作为一门学问进行系统而深入研究的人却并不多。

美国口碑营销协会的口碑营销大师安迪·塞诺威兹(Andy Sernovitz)在《做口碑》(《Word of Mouth Marketing-How Smart Companies Get People Talking》)一书中，通过五个"T"开头的英文字母，给出了一个非常清晰的口碑营销分析框架和操作步骤，这五个步骤分别是：谈论者(Talkers)、话题(Topics)、工具(Tools)、参与(TakingPart)和跟踪(Tracking)。

如何进行品牌推广和品牌价值评估在竞争激烈的市场环境中，品牌推广和品牌价值评估对企业的发展至关重要。

品牌推广能够有效提升品牌知名度和美誉度，增加市场份额，而品牌价值评估能够客观地评估品牌的价值和潜力。

在本文中，将介绍品牌推广和品牌价值评估的相关方法和策略。

一、品牌推广品牌推广是提升品牌知名度和影响力的核心手段。

以下是几个常用的品牌推广方法：1.广告推广：通过媒体渠道，如电视、广播、报纸、杂志等，进行品牌的宣传推广。

广告语言应简洁明了，能够突出品牌特点和卖点。

此外，选择合适的广告媒体和时段也是至关重要的。

2.社交媒体推广：随着互联网的快速发展，社交媒体成为重要的品牌推广平台。

企业可以通过微博、微信、Facebook、Instagram等社交媒体平台，与目标用户建立良好的互动关系，传播品牌信息，提高品牌曝光度。

3.公关活动：组织相关的公关活动，如新品发布会、赞助活动、公益活动等，吸引媒体和消费者的关注。

公关活动能够增加品牌的可信度和影响力，扩大品牌的影响范围。

4.口碑营销：通过消费者的口口相传来传播品牌信息。

企业可以通过提供高品质的产品和服务，积极回应消费者的投诉和建议，树立良好的口碑形象。

此外，利用社交媒体平台和评价网站，监测和回应消费者的口碑反馈也是必要的。

二、品牌价值评估品牌价值评估是客观地评估品牌的价值和潜力，为企业提供决策依据。

以下是几个常用的品牌价值评估方法：1.财务评估：通过财务数据，如销售额、利润、资产等，评估品牌的经济价值。

财务评估能够直观地反映品牌在市场上的表现和对企业的贡献。

2.市场评估：通过市场调研和消费者反馈，评估品牌在市场上的地位和影响力。

市场评估可以了解消费者对品牌的认知和偏好，分析品牌的核心竞争力和差异化优势。

3.品牌资产评估：评估品牌在企业资产中的价值和作用。

品牌资产评估可以通过衡量品牌的知名度、忠诚度、资产价值等指标，为企业评估品牌的贡献度和潜在价值。

4.品牌溢价评估：通过比较品牌产品和非品牌产品的价格差距，评估品牌溢价带来的附加价值。

１３６《商场现代化》２００７年１月（下旬刊）总第４９２期近期口碑营销得到了越来越多的研究学者和实践者的追捧。

但在复杂的口碑营销渠道（ｍａｒｋｅｔｉｎｇ　ｃｈａｎｎｅｌｓ）过程中，人们经常将口碑、口碑传播和口碑营销混为一谈，不加区分。

笔者认为这不利于口碑营销的发展，更不利于从定量的角度来挖掘出顾客在消费流程中的显性和隐藏价值，也不利于做好口碑营销中的顾客识别工作。

由此，本文对这三个关键概念进行了详尽的探讨，并提出了一种对口碑营销中的顾客进行有效识别和管理的框架。

一、口碑内涵及种类分析口碑（ｗｏｒｄ－ｏｆ－ｍｏｕｔｈ）还有许多其他名字，如创意病毒（ｉｄｅａｖｉｒｕｓ）、病毒营销（ｖｉｒａｌ　ｍａｒｋｅｔｉｎｇ）、福音传播（Ｅｖａｎｇｅｌｉｓｍ）、人们口头上的赞颂（ｐｕｂｌｉｃ　ｐｒａｉｓｅ）、众人的议论（ｏｐｉｎｉｏｎｓ）、　社会上流传的口头熟语（ｏｒａｌ　ｉｄｉｏｍ）等称谓。

口碑是一种影响顾客判断和购买行为的重要营销工具以及顾客重要的信息来源途径之一。

此外，随着互联网和电子商务的迅猛发展，使得顾客的口碑得以更快、更广地传播。

Ｒｏｓｅｎ认为：“口碑是关于品牌的所有评述，是关于某个特定产品、服务或公司的所有的人们口头交流的总和”。

他还指出，口碑与传统的营销方式不同，口碑使市场营销的重点再次发生转变，从个体顾客的关系转变为顾客之间的互动性。

国内学者们通常将口碑等同于顾客推荐，指的是是关于某一组织的信用和可信赖度、经营方法、服务等方面的信息，它可以通过社会公众相互之间的传达，从一个顾客传播到另一顾客，形成的对某一产品或服务长期的、统一的、稳定的看法。

它不能产生于某一次购买或服务，而是企业长期努力的结果。

良好的信誉和口碑是企业长期获得客户的根本保证。

为方便比较，笔者认为可将口碑简单理解为顾客对企业产品、品牌、服务或信息等一种个人的看法、评论或意见。

口碑可以划分为正向口碑（ｐｏｓｉｔｉｖｅ　ＷＯＭ）和负向口碑。

口碑营销的利与弊分析口碑营销是指通过消费者主动分享自己的消费体验和意见来推广产品或服务的一种营销方式。

它能够以低成本、高效率地传播信息，从而在很大程度上影响消费者的购买决策。

然而，口碑营销也存在一些利与弊。

本文将对口碑营销的利与弊进行分析。

首先，口碑营销的利:1.信任度高：与传统广告相比，用户更容易相信朋友、家人或其他消费者的推荐。

因为这些人是自己身边的人，他们分享的经验和意见更加真实可信，能够帮助其他人做出更加明智的购买决策。

2.成本低：传统广告需要投入大量金钱来进行创意制作、媒体购买等，而口碑营销只需要在产品质量和服务上下功夫，通过用户的自发分享来传播品牌。

相对于其他营销方式，口碑营销的成本更低。

3.扩散速度快：正面口碑能够通过社交媒体等渠道迅速传播，当这些信息被千千万万的用户转发时，品牌影响力就会呈指数级增长。

这种迅速传播的效果远远超过了传统广告的范围。

4.增强品牌形象：通过口碑传播信息，消费者会对品牌产生好感并形成忠诚度。

正面的口碑评价能够提升品牌形象，加强消费者对品牌的认可，从而带来更多忠实顾客和长期收益。

然而，口碑营销也存在一些弊端:1.无法控制负面口碑：与正面口碑相比，负面口碑传播得更快更广。

一旦出现负面评论或投诉，用户通过社交媒体等渠道分享给其他人的速度也会非常快。

企业很难控制这些负面口碑的传播，它们可能对品牌形象产生负面影响。

2.真实性难以保证：虽然用户的分享和推荐可能听起来很真实，但有一部分用户可能是因为追求奖励、宣传自己或其他目的，故意做出夸大或虚假的评价。

这样的不诚信行为可能会破坏口碑营销的可信度。

3.难以量化效果：相比于传统广告，由于口碑营销的传播途径更多元化、难以掌控，很难对其效果进行准确的定量分析和评估。

企业很难准确衡量投入和回报的比例，从而难以评估口碑营销对销售额的直接贡献。

4.需要长期投入：要通过口碑营销建立起一个良好的品牌形象和口碑，企业需要长期投入，并不断提供优质的产品和服务，保持用户的满意度和忠诚度。

营销推广绩效考核模板有哪些一、基于销售业绩的绩效考核模板这是最常见也是最直接的一种考核模板。

主要通过对比营销推广活动前后的销售数据来评估效果，包括销售额、销售量、销售增长率等指标。

1、销售额直接衡量营销推广活动带来的货币收益。

通过设定目标销售额，并将实际销售额与之对比，可以清晰地了解活动是否达到预期。

2、销售量关注产品或服务的销售数量。

对于一些以量取胜的产品，销售量的增长是评估营销效果的重要指标。

3、销售增长率反映了销售业绩的动态变化。

通过计算活动期间与之前同期的销售增长率，可以判断营销推广对业务增长的推动作用。

例如，某企业在进行了一次大规模的促销活动后，设定的目标销售额为 100 万元，实际销售额达到了 120 万元，销售增长率为 20%。

这表明此次营销推广活动在促进销售方面取得了显著成效。

优点：与企业的最终目标直接相关，易于理解和衡量。

缺点：可能受到其他因素的影响，如市场环境变化、竞争对手行动等，不能完全归因于营销推广活动。

二、基于客户获取与留存的绩效考核模板注重考察营销推广活动对客户数量和客户忠诚度的影响。

1、新客户获取数量衡量通过营销活动吸引到的新客户数量。

可以通过客户注册、购买等行为来确定新客户。

2、客户留存率反映了在一定时期内，保持活跃的客户比例。

高留存率意味着客户对产品或服务满意，营销推广在建立长期客户关系方面发挥了积极作用。

3、客户活跃度例如客户的登录频率、购买频率等。

活跃的客户更有可能产生重复购买和推荐行为。

假设一家电商平台在进行了一轮社交媒体营销后，新客户获取数量增加了 500 人，同时原有的客户留存率从 60%提高到了 70%，客户活跃度也有所提升。

这显示出营销活动不仅吸引了新客户，还增强了现有客户的粘性。

优点：关注客户的长期价值，有助于建立可持续的业务模式。

缺点：获取和衡量相关数据可能较为复杂，需要完善的客户管理系统支持。

三、基于品牌知名度与美誉度的绩效考核模板1、品牌知名度通过市场调研、问卷调查等方式，了解目标受众对品牌的认知程度。

口碑营销的本质及应用口碑营销是一种利用人们口口相传的力量来推广自己产品或服务的一种营销方式。

它的本质在于通过消费者之间的信息传递以及社交媒体的传播来有效地推广自己的品牌。

这种营销方式对消费者而言非常有利，因为他们可以从自己信任的人那里得到意见和建议，对商家而言也很有效，因为人们往往比较倾向于相信他们认识的人所说的话，这样就可以将自己的产品或服务有效地推广出去。

那么，在实际应用中，口碑营销应该如何做才能取得好的效果呢？首先，要注重产品的质量和服务的质量。

如果没有一个好的产品或服务，就没有人会去口口相传。

无论做什么样的营销，这一点都是非常重要的，因为顾客满意度是衡量一家企业的核心指标，只有做好这一点，消费者才会愿意将你的品牌推荐给别人。

其次，要在客户服务上下功夫。

良好的客户服务可以让消费者产生好的感受，从而更容易将你的品牌推荐给他人。

这包括回应消费者的时间、处理客户投诉等，并在需要时赠送小礼物或提供补偿，以集中更多的消费者。

第三，要寻找影响力大的消费者。

为了提高口碑营销的效果，我们需要找到那些在社交媒体上活跃、信誉度高的消费者，并与他们建立联系。

可以邀请公众人物或一些有影响力的人来试用您的产品或服务，并在社交媒体上分享他们的见解和经验。

第四，要关注社交媒体的力量。

社交媒体现在越来越重要，它已经成为了一种信息传递的主要渠道。

许多企业都在使用社交媒体来传递信息和与消费者互动，这样可以更快地将品牌推广到更多的人群中。

但是，记住不要只是单纯的将你的广告发到各种社交媒体上，而应该通过有趣的内容来吸引消费者的眼球，并互动讨论，将品牌视觉化。

最后，一定要做好跟进工作。

当你将产品或服务推荐给消费者后，不要忘记跟进。

开展调查，获得反馈，并持续积极关注客户服务，以弥补不足或改进产品。

总之，口碑营销是一种有效的推广手段，由于具有消费者信任和认同度高的特点，所以在与其他营销活动进行搭配使用的同时也要重视其重要性。

我们应该关注产品和服务质量，通过良好的客户服务、寻找影响力大的消费者、利用社交媒体和跟进工作等方法，来开展有效的营销，赢得大家的信任和口碑效益。

25种销售策略销售策略在现代商业环境中扮演着至关重要的角色，它们是帮助企业实现销售目标并获得成功的关键因素。

在这篇文章中，我们将介绍并讨论25种常用的销售策略，以帮助企业提升销售绩效。

1. 了解目标市场：在开展销售活动之前，企业首先应该深入了解并分析目标市场的特点、需求和偏好。

只有了解了目标市场的特点，企业才能制定出更为精准的销售策略。

2. 建立客户关系：通过与客户建立稳固的关系，企业可以提高客户忠诚度并增加重复购买率。

为此，可以通过寻找共同话题、提供个性化的服务以及及时回应客户需求等方式来建立良好的客户关系。

3. 提供卓越的客户服务：卓越的客户服务是客户满意度的关键因素。

企业应该确保客户在购买过程中得到及时、专业和个性化的服务，并保持积极的沟通和反馈。

4. 制定明确的销售目标：明确的销售目标可以帮助销售团队更加专注和有条理地开展销售活动。

通过设置可衡量和具体的销售目标，企业可以激励销售人员，并及时评估销售绩效。

5. 了解产品或服务的独特卖点：对产品或服务的独特卖点有深入的了解可以帮助销售人员更好地进行销售。

他们可以将产品或服务的优势凸显出来，与客户进行有效的沟通，从而提高销售转化率。

6. 制定差异化的定价策略：差异化的定价策略可以帮助企业在激烈的市场竞争中脱颖而出。

企业可以通过提供附加值、打包销售或定制服务等方式制定差异化的定价策略。

7. 建立合作伙伴关系：与其他企业或机构建立合作伙伴关系可以帮助企业拓展客户群体并提高市场份额。

通过共同的市场营销活动、联合销售或互惠性的合作，企业可以获得更多的销售机会。

8. 提供免费试用或样品：免费试用或提供样品可以让潜在客户更好地了解产品或服务的特点和优势。

这可以增加客户对产品或服务的信心，并促使他们下单购买。

9. 运用社交媒体：社交媒体是现代营销的重要工具之一。

企业可以通过建立和维护在线社交媒体平台，与潜在客户进行互动，提高品牌知名度和产品曝光度。

10. 个性化营销：个性化营销可以帮助企业更好地满足客户的需求并提供个性化的体验。