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随着互联网的迅猛发展及电子商务技术的日趋成熟,数以亿计的消费者通过互联网这一载体进行交友、购物、搜集产品信息以及分享个人经验等活动。当不满意的消费者在网络上发布一则负面口碑信息之后,能够知道此负面信息的,就不再只是传统环境下的亲朋好友,而是任何可以透过网络看到此负面信息的网友们,而负面的网络口碑对消费者的品牌评价又会产生影响。本文分析了网络口碑的特点以及负面网络口碑对消费者品牌评价的影响,进而提出面对负面网络口碑如何提高品牌评价的相关建议,希望对企业有所借鉴和帮助。
With the rapid development of the Internet and the maturity of e-commerce technology, hundreds of millions of consumers make friends, shop, collect product information and share personal experiences through the Internet. When dissatisfied consumers post a negative word-of-mouth information on the Internet, they can know the negative information no longer just friends and relatives in the traditional environment, but any netizens who can see the negative information through the Internet , While negative online word-of-mouth evaluation of consumers will have an impact. This article analyzes the characteristics of the Internet word of mouth and negative Internet word of mouth on the impact of consumer brand evaluation, and then put forward the face of negative Internet word of mouth to improve the brand evaluation of the relevant proposals, I hope to learn from the enterprise and help.