摘要口碑在消费者的态度以及行为上扮演者至关重要的角色，影响着消费者对于产品的选择。在互联网高速发展的当代，企业注意到了网络的重要性，并不再局限于传统方式的口碑营销，而是将视野放到了网络这个领域里，通过网络来进行口碑营销。口碑利用互联网的低成本、双向沟通的特点，克服空间、时间的局限，扩大了口碑传播的范围。46965

企业进行口碑营销的方式有很多种，不同的企业会根据自身的情况选择相应的社会化媒体来进行口碑营销。在各种社会化媒体的辅助下，取得理想的效果。当下最热门的要数视频了。快速的生活节奏使人们对于信息的获取采取了以方便、快速为主的方式，视频正好满足了要求，而且更加的生动形象。企业利用网络视频把需要传达给最终客户的信息发布出去，例如企业的文化，企业的产品等，宣传企业的服务，使之在消费者心中树立良好的品牌形象，最后使消费者在选择产品或服务的时候，获得优先考虑的权利。

通过视频来进行口碑营销并不是一件简单的事情，企业事先需要进行详细的规划。对视频的内容设计要进行筛选，定位好受众群体，以及要选择以何种方式进行传播。

Word of mouth plays a great important role in customer’s attitude and behavior, influencing their choices about products. As the Internet develops rapidly nowadays, enterprises are realizing the importance of it, and their marketing methods are no longer limited to the traditional word of mouth marketing. Instead they start to focus on the Internet, and do the word of mouth marketing through it. Internet word of mouth takes the advantage of Internet’s low cost and bilateral communicate, overcomes the limitation of space and time, to widen the range of word of mouth spreading.

Enterprises do word of mouth marketing in a lot of ways. Different enterprises will choose their corresponding social media to do the Internet word of mouth marketing according to their own status, and get the ideal effect with the help of it. Right now the most popular social media is video. Fast-pace lifestyle makes people more likely to get their information in a convenient and fast way, and video satisfies people’s need and it’s very vivid. Enterprises send the information about their culture or products to the terminal customers, to advertise their services, which will establish a good brand image in customer’s mind. In return, when customers wonder about which product or service to choose，you will be considered in priority.

However, it’s not a simple thing to do Internet word of mouth marketing through video. Enterprises need to make a detailed plan in advance, and meanwhile they should filter the video’s content properly, target the right audience, and choose the most efficient ways to spread it.

毕业论文关键词：社会化媒体：口碑营销：视频营销：传播策略：内容设计

Keyword：Social Media; Word Of Mouth Marketing; Video Marketing; The Strategy Of Communication; The Content Of The Design

 目  录

1. 引言 4

1.1 研究背景 4

1.2 研究内容 4

1.3 研究目的 4

2. 文献综述 5

2.1 国外相关研究 5

2.2 国内相关研究 5

2.3