Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 19

Internet word-of-mouth reputation is the positive or negative information of an enterprise or a brand shared on the Internet. Word-of-mouth reputation of enterprises always exists, and in the digital era, it has become so extremely important that it cannot be neglected. Anonymity, one of the features of online communication, enables clients to freely express their opinions on enterprises without worrying about the negative impact of sharing in practical terms. The transmission efficiency of the Internet centralizes and integrates decentralized and fragmentary comments and enables them to be propagated at exponential rates. A mistake made by an enterprise in a regional market might be transmitted to every corner of the world within several hours. The rich information on the Internet enables word-of-mouth receivers to obtain more and richer information closer to the real experience. Internet word-of-mouth reputation helps users to profoundly understand the information of the company, reduces the uncertainty of trading and improves the possibility of trading. Enterprises need to pay close attention to images described online and proactively improve the marketing efficiency.

In the market of consumption services, dianping.com is a typical company based on such a business model. It attracts consumers to publish their service experience after the consumption, which can be referred to by consumers who have not experienced this as yet. Founded in 2003, with the monthly active users exceeding 200 million, dianping.com has collected information over 14 million businesses, covering over 2,500 cities nationwide and a few areas abroad. Thanks to the mass data of business reputation, it has now become a leading platform for providing business and trading opportunities for the locals, which has laid a solid basis for furthering its online-to-offline (O2O) business next. It has been widely agreed by consumption service companies to set up a feedback profile and obtain positive comments by hosting joint promotion activities on dianping.com before opening up a new shop.