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口碑效应决定着产品的生机与核心竞争能力;在市场营销活动中,如何将负面口碑转化成正面口碑牵扯到企业的营销成本、企业的公共关系能力、企业产品定位、受众定位等,同时也牵扯到企业的竞争能力转化等问题。本文就当前市场营销中所面对的负面口碑的有害性做了具体的分析,对企业如何化解负面口碑进行了探索,并提出了消除负面口碑影响的营销对策。
The word-of-mouth effect determines the vitality and core competitiveness of the product. How to transform the negative word of mouth into the positive word of mouth involves the marketing cost of the enterprise, the public relations ability of the enterprise, the product positioning of the enterprise, the positioning of the audience and the like in the marketing activities To the competitiveness of enterprises to transform issues. This paper analyzes the harmfulness of the negative word-of-mouth in the current marketing, and explores how to solve the negative word-of-mouth, and puts forward the marketing countermeasures to eliminate the negative influence of the negative word-of-mouth.