Research On Enterprises' Management Of Word Of Mouth Marketing Communication

In modern severely competitive and fast changing market environment, the traditional marketing ways are faild to meet the new challenges of survival and developing of current enterprises.As a research result of modern psychologists, influence from family members and friends,direct experience,public media and enterprise marketing are four major factors of consumer behavior.Owing to the importance of influence on customer behavior, Word of mouth is called"The No. 0 Media". It is also recognized as the cheapest way and the most creditable media in modern marketing.Compared with traditional media advertisement and other marketing methods, it presents a great advantage in pertinence and influence of communication.Nowadays Word of mouth is getting involved in marketing and communication by more and more enterprises.This paper start with an introduction of Word of mouth marketing and communication, and describe its basic theory in related and different scientific fields. In the second chapter ,the author confirmed the concept of Word of mouth marketing and its importance and characteristics.Analyed the process and reasons of the Word of mouth marketing, A live modle of Word of mouth marketing was built. In the 21st century, with the rapid development and growing of Internet and modern communication technology, Word of mouth marketing is exhibiting great vigor and vitality as well as a new development trend. Finally the fundamental topics of control and management of Word of mouth marketing and communication are expounded.On the basis of research and analysis, a definite conclusion is given and some constructive suggestions for Word of mouth marketing are presented. This paper can be a reference for enterprise and communication researchers.