What is corporate word of mouth? What is the use of corporate word of mouth shaping

Brand public praise is a brand impression in the form of word-of-mouth, which is a form of dynamic performance of the brand, and its specific performance includes people's verbal praise of the brand, and various comments and evaluations of the brand by the public (both positive and negative, and some oral legends of the masses on the brand (forming the basis of brand loyalty and even brand worship).

The monitoring indicators of brand reputation include product application news, corporate honor, corporate citizenship behavior, user recommendation satisfaction, network user feedback, and negative brand phenomenon.

Product application news, in the case of product sales brands, refers to the report on products and sales, and in the case integration brand, it refers to the bid-winning information and case report articles. Corporate honor includes the brand award and medals and commendations from all walks of life, which can bring users a sense of identity and satisfaction, and is an indicator that directly produces word-of-mouth effect.

The information engraved on the stone is called a stone stele, and the word of mouth is word of mouth.

In other words, the image of the company in the eyes of other people, for example, whether the funds of your company and partners are in place quickly, and so on.

If it's a pleasure to work with.

Then they will say, "This company is very reputable, and it's a pleasure to work with."

There is more cooperation, and it is naturally considered to be a reputable enterprise in the enterprise.

Others also praise the business leaders.

Personal opinion is for reference only.

Corporate reputation is people's evaluation of the company.

Unless otherwise specified, general corporate reputation refers to the evaluation of enterprises by consumers or the public.

Of course, there are also reputations (competitors' evaluations) and industry companies (upstream collaborators or those who have no direct competition or partnership).

There is no 100% unanimous opinion, so corporate reputation is the unanimous evaluation of the vast majority of people, not the individual evaluation of a certain person.

Usually direct contact with enterprises or insights, such as transactions, cooperation, bidding, public relations activities, business promotion, etc., can form a certain corporate reputation. Of course, without contact, corporate word-of-mouth can also be passed on by word of mouth, such as advertising, recommendation, sponsorship, and so on.

For a company, if you want to do a good job in brand promotion, it is often important to do a good job of word-of-mouth, and even many people say that word-of-mouth means everything in today's era. The ancients: There are mouths or monuments.

Word-of-mouth characteristics: First, it comes from the masses. Second, it is based on consensus.

Third, it is praised at the grassroots level. Fourth, word-of-mouth can only be modified with or without modification, and there is no distinction between good and bad. Word-of-mouth is also very important for marketing, it is equivalent to its lifeline, the better the word-of-mouth, it means that the sales will follow, so we must pay attention to the word-of-mouth of the product.

In order to cause the establishment of word of mouth, first of all, the service and product quality are passed, and secondly, there must be a topic. For example, if we buy a new thing, we think it is very good and worthwhile, we can't help but recommend it to our friends around us, which is the basic form of word-of-mouth marketing, and it is also a process of word-of-mouth shaping.

Brand reputation can help companies effectively attract and retain customers, and there are only two reasons that can motivate customers to discuss the brand, one is to talk to others about the good product experience after using the product, and the other is to talk to others about the product or service after using the product. This word-of-mouth approach is more believable, more likely to increase sales, and is a very important promotion channel.

In addition to having high-quality and low-cost goods and superb technology, the more important thing is whether the enterprise can create a distinctive personality and a good reputation of the corporate image. Nowadays, all enterprises are using a variety of different marketing methods to shape the image of the enterprise, so as to improve the competitiveness of the enterprise.

According to the accurate brand positioning of its own development, enterprises can more effectively guide users to develop in the direction that the enterprise wants in the process of shaping brand reputation. It is crucial to have a good reputation for the development of the enterprise, and a good reputation can promote the company's brand to be known to the public and effectively enhance the brand image.

What does word-of-mouth mean? The introduction is as follows:

Word of mouth is people's perception of this thing, evaluation, etc. Of course, everyone thinks that a thing is good, and word of mouth usually refers to good popularity when describing people. That is, through a person's comprehensive performance, the recognition and appreciation of the person is spontaneously reflected in the mouths of the people, and the good reputation of the person can be continuously spread to the outside world through the mouths of the people around him.

Over time, the reputation of Qi Socks has been formed.

For example, the New Year, I wish you good work and study, a good mood, and have one in the minds of your friends"Good reputation"。

How to build brand reputation?

1. Product positioning: Many marketers hope that word-of-mouth marketing can surpass traditional marketing methods, but if consumers don't like the marketing products, it is easy to have a negative word-of-mouth effect, and the result not only does not play a role in promoting, but even leads the products to withdraw from the market in advance.

2. Communication factor: The communication factor has a strong continuity and story, which can attract consumers' continuous attention and is easy to extend and spread.

3. Communication channels: The marketing model determines the communication channels, and the choice of communication channels is mainly determined by the characteristics of the target user group of the product.

4. Audience: One of the most important characteristics of word-of-mouth communication is high credibility, because under normal circumstances, word-of-mouth communication occurs between friends, relatives, colleagues, classmates and other close-knit groups, and before the word-of-mouth communication process, a long-term and stable relationship has been established between them. Compared with pure advertising, **, public relations, business recommendations, home improvement company recommendations, etc., the credibility is higher.

Word-of-mouth explained.

1) [public praise] refers to people's verbal praise (2) [opinions] refers to the discussion of people in general; The oral legend of the masses After a hundred years, word of mouth is gone, and the word of mouth (3) [oral idiom] also refers to the oral idiom that circulates in society Word of mouth Detailed explanation (1).Five Lantern Huiyuan Baofeng Wen Zen Master Dharma Heir Yongzhou Tai Ping An Zen Master: Persuade the monarch not to engrave the stubborn stone, and the road is like a monument.

The inscription is a tribute to the merits, so the "word of mouth" is used as a metaphor for the oral praise of the people. Qing Zhao Yi "Happy Meeting Ji Lan Valley Dialect Old Envy File" poem: "The past has become a mud claw illusion, and it is still a long reputation.

The Eighteenth Chapter of "The Appearance of Officialdom": "Gentlemen and businessmen have a limited reputation among their commanders, and now if they are asked to give Wanmin umbrellas, even if they post money, they will never succeed." Wuchang East Lake Nine Female Pier Poem:

The group is the most pitiful heroic and martyr, and the word of mouth has spread for thousands of years. ”2).Generally refers to the discussion of the people; The oral legend of the masses.

Qing Zhaolian "Xiaoting Miscellaneous Records: Wang Xizhuang's Greed": Greed is only a momentary ridicule, and learning is the cause of eternity. Yu is confident that his literary name can be passed down to the world, and after a hundred years, the reputation is gone, and the works are still alive.

The eighteenth chapter of the old man's travels: "I knew that the case had been closed before an hour, and the word of mouth along the road was praised." Liang Qichao, "On the General Trend of Changes in Chinese Academic Thought: Scholarship in Modern Times":

According to word of mouth, Lizhou is absolutely good at fighting. ” 3).It refers to the oral idioms that circulate in society.

Dream of Red Mansions" Chapter 4: "The above are all the proverbs of the famous eunuchs of the local clan, and the clouds: 'Jia is not fake, and the white jade is the king of gold.

Guo Moruo's "Hongbo Song" Chapter 10: "When I live in the rear, there is a word of mouth that 'the front is tight, and the rear is eaten'. ”

Word decomposition Interpretation of the mouth 口 ǒ Man and animal organ of eating and vocalization (also known as "mouth"): the mouth. Eloquence.

Enunciation. Eloquent. Container through the outside of the place:

Bottle mouth. Access to the pass: The door.

Port. Refers specifically to some passes of the Great Wall of China (mostly used as place names): Gubeikou.

Xifengkou. Explanation of the cracked stele stele ē engraved with the words commemorating the cause, meritorious service, or as a marker of the stone brother's mausoleum: the stele.

Monument. Tombstone. Public praise.

Inscription. Monument. Inscription (text or picture engraved on a tablet).

Monument (?.)Inscriptions. Forest of steles.

Milestones (a Milestone markers placed next to roads to record mileage; b metaphor in the development of history.

1. Word of mouth, Chinese vocabulary. Pinyin: kǒu bēi. Interpretation: refers to the oral praise of the people; Generally refers to the discussion of the people; The oral legend of the masses is equivalent to a kind of thing or organization that is often mentioned on the lips of the masses.

2. Synonyms: reputation, fame, credit, honor.

3. Fierce and antonyms: bad comments.

4. Citations and explanations:

1) "Five Lantern Huiyuan, Baofeng Wen Zen Master, Yongzhou Tai'an Zen Master": "The number of branches stares at the persuasion of the monarch not to engrave the stubborn stone, and the pedestrians on the road are like monuments. The inscription is a tribute to the merits, so the "word of mouth" is used as a metaphor for the oral praise of the people.

2) Generally refers to the discussion of the people; The oral legend of the masses. Qing Zhaolian "Xiaoting Miscellaneous Records: Wang Xizhuang's Greed": Greed is only a momentary ridicule, and learning is the cause of eternity. Yu is confident that the literary name Bilian can be passed down to the world, and after a hundred years, the reputation is gone, and the works are still alive. ”

3) Refers specifically to the oral idioms that circulate in society. Guo Moruo's "Hongbo Song" Chapter 10: "When I live in the rear, there is a word of mouth that 'the front is tight, and the rear is eaten'. ”