| 家电下乡中的口碑营销策略 |
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| 引用本文： | 曾慧梅,周发明.家电下乡中的口碑营销策略[J].科技与管理,2012,14(2):71-75. |
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| 作者姓名： | 曾慧梅 周发明 |
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| 作者单位： | 1. 湖南农业大学商学院,湖南长沙,410128
2. 湖南农业大学商学院,湖南长沙410128／湖南人文科技学院,湖南娄底417000 |
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| 摘 要： | 从家电下乡的现状入手,对农村居民消费者所表现出的行为特点进行调查研究,在问卷调查的基础上,对口碑营销为什么是农村市场最好的营销策略进行论证,分析为什么口碑营销将是企业进行战略推广的重要举措,对企业应怎样在农村市场上运用口碑营销策略进行探讨,为家电企业扩展农村市场提供一定参考。
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| 关 键 词： | 家电下乡 营销策略 口碑营销 农村市场 |
Word of mouth marketing strategy in household appliances to the countryside |
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| ZENG Hui-mei,ZHOU Fa-ming.Word of mouth marketing strategy in household appliances to the countryside[J].Science-Technology and Management,2012,14(2):71-75. |
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| Authors: | ZENG Hui-mei ZHOU Fa-ming |
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| Institution: | 1,2 (1.College of Business,Hunan Agricultural University,Changsha 410128,China; 2.Hunan Institute of Humanities Science and Technology,Loudi 417000,China) |
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| Abstract: | This article starts with the status of household appliances to the countryside for rural residents in consumer behavior shown by the characteristics of research.In the questionnaire survey,based on word of mouth marketing for why it is the best marketing strategy for the rural market to conduct feasibility studies,we analyze why word of mouth marketing strategy of enterprises will be an important measure to promote enterprises in the rural market,and discuss how to use the word of mouth marketing strategy,and then provide certain reference for household appliance enterprises to expand rural market. |
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| Keywords: | household appliances to the countryside marketing strategy word of mouth marketing rural market |
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