| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 97 === Recently, the web-community has been changed in operation which is different from the traditional marketing models. There’re lots of new marketing techniques that operate in different digital forms, and the web-community has become a group which can’t be overlooked in the postmodern consumption market. It is important to notice that online consumers will take the suggestions or comments made by peers before they make the final decision. That’s why the influence of user-generated content keeps increasing, and it’s already triple more than the traditional online advertisements. Now, you can see online-evaluations and comments in the shopping website of web-community or blogs. Consumers tend to exchange comments and experiences about products with hundreds of other online-consumers during the early stage of new product launch. On the other hand, word of mouth in real world comes from the conversations between few people. Traditional word of mouth needs to be spread by people in real world, while electronic word of mouth is being spread and developed by community web sites.
Thus, the purpose of this research is, via related works studying and observing the retail e-commerce companies, to explore the marketing techniques, operating mechanism, marketing models, and also compare the difference between traditional and electronic word of mouth. By doing so, this research provides valuable suggestions to the domestic retail e-commerce companies which want to use “Word of Mouth marketing”.
This research uses three domestic retail e-commerce companies as the research cases, including FashionGuide.com, www.books.com.tw, and www.g-music.com.tw. Secondary data analysis, direct observation and participant observation are used to observe, analysis, and compare these companies. This research uses the result from related work studying, and uses the three research cases to prove the result.
After taking related works and case analysis, the reseacher found that the domestic retail e-commerce companies′ word of mouth marketing techniques can be categorized into seven categories: 1. Member ratings, 2. Online surveying teams (Product test reports), 3. Experience sharing, 4. Word of mouth administrators, 5. Online votes and analyses, 6. Product experience searching and tagging, 7. Product sales ranking. Although there are some differences between traditional and electronic word of mouth, but they are not exclusive. Instead, they are complementary. If companies may integrate electronic and traditional word of mouth by the virtual and physical integration, they will be able to achieve their marketing goals, and that’s a really good way to develop “Word of mouth marketing”. Finally, because the virtual and physical markets are overlapped and complementary, not mutually exclusive, traditional and electronic word of mouth can also cooperate. If retail e-commerce companies can integrate their virtual and physical parts of enterprise architecture, these two kinds of word of mouth will also integrate and produce synergy, and help them increase sales, or even get good reputations.
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