1、群体影响和社会化媒体,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,11,学习目标 11,经过本章的学习，你应该理解： 其他人，特别是那些拥有某种社会权力的人，经常影响我们的购买决策 我们寻找其他与我们对产品或服务的兴趣相投的人 我们被迫购买或使用那些与其他人保持一致的产品某些人特别喜欢影响别人对产品的选择其他消费者告诉我们有关产品的情况（好和坏）常常比我们看到的广告更有影响力网络技术正在加速口碑沟通的影响社会化媒体正在改变公司和消费者互动的方式,Copyright 2013 Pearson Educati
2、on, Inc. Publishing as Prentice Hall,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,参照群体,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,社会力量,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,Copyright 2013 Pearson Education, Inc. Publishing as
3、 Prentice Hall,参照群体影响力,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,品牌社区,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,渴望型参照群体,邻近性,凝聚力,单纯曝光,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,参照群体成员,预测参照群体成员,Copyright 2013 Pearson Education,
4、Inc. Publishing as Prentice Hall,回避群体,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,去个性化,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,服从,影响服从可能性的因素,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,意见领袖,Copyright 2013 Pearson Education, Inc
5、. Publishing as Prentice Hall,意见领袖,意见接受者,两步影响力模型,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,两步 影响力模型,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,影响网络,意见领袖的类型,Copyright 2013 Pearson Educa
6、tion, Inc. Publishing as Prentice Hall,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,市场 行家,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,代理消费者,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,如何识别意见领袖,Copyright 2013 Pearson Education, Inc.
7、Publishing as Prentice Hall,网络意见领袖,OBJECTIVE:,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,口碑传播,OBJECTIVE:,消费者为何谈论产品？,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,负面口碑,Copyright 2013 Pearso
8、n Education, Inc. Publishing as Prentice Hall,社会化媒体,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,社交网络,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,网络社区,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,参与,Copyright 2013 Pearson Education,
9、Inc. Publishing as Prentice Hall,视觉营销,All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.,Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall,
