Study On The Strategy Of Enterprise's Internet Word-of-Mouth Marketing

The interactiveness and openness of the internet have an enormous influence on the producers as well as the consumers. The internet has brought convenience to the users, meanwhile it has led to infinite business opportunities to the online business, whose economic value has been acknowledged by more and more people. With the increasing dominance of the consumers, the marketing function of newspapers, TV and other mass media has gradually become weaker, while the word-of-mouth marketing is gaining its strength, winning more enterprises'favor. Moreover, the wide application of the internet has provided a good channel as well as opportunity for the shaping and development of word-of-mouth marketing. Thus, a new era of word-of-mouth marketing has been created—internet word-of-mouth marketing. However, in China, internet word-of-mouth marketing is still in its infancy, research theory and industry standard are not mature, coupled with the inherent drawbacks of the internet, all these factors are the obstacles the internet word-of-mouth marketing has encountered during its development. In its rapid and healthy development process, the internet word-of-mouth marketing is facing a big challenge:how to successfully promote the enterprises'implementation of the internet word-of-mouth marketing strategies and effectively react to the problems emerged from the development process of internet word-of-mouth marketing. Basing on the theories of word-of-mouth marketing and network marketing, this paper attempts to make a deep research into the internet word-of-mouth marketing and construct a more comprehensive strategy system of the internet word-of-mouth marketing, aiming to provide a rational and scientific theory reference for the business exploration of the intetnet word-of-mouth marketing.This paper is made up of the following 5 parts:Part 1, introduction. It includes the research background, containing current researches home and abroad, research aim and research purpose. Part 2, the theoretical base of the internet word-of-mouth marketing. It gives a systematic clarification of the theories of word of mouth marketing and internet word-of-mouth marketing, moreover, it discusses both the similarities and differences between the internet word-of-mouth marketing and traditional word-of-mouth marketing. Part 3, the current situation of the internet word-of-mouth marketing. Firstly, it discusses the environmental factor of the enterprise internet word-of-mouth marketing, then it introduces the current business model of the enterprise internet word-of-mouth marketing and finally it puts forward the existing problems in the enterprise internet word-of-mouth marketing. Part 4, the strategy system of the internet word-of-mouth marketing. Basing on the explanation of the marketing strategy of the internet word-of-mouth and exploration of its discrimination among different fields and social groups, the paper finally puts forward a comprehensive enterprise internet word-of-mouth marketing strategy and also lists points the enterprise need to consider during the implementation of the internet word-of-mouth marketing strategy. Lastly, Part 5, the conclusion and outlook. It discusses the limitation as well as innovation of the paper and gives a prospect of the further research and development of the internet word-of-mouth marketing in the future.