网络口碑营销要使品牌传播更具交互性、广泛性、认可性,就必须以消费者为中心,以网络为媒介,以服务为基础,全方位发力造势,打造企业或品牌独特的竞争优势。在传统营销时代,媒体拥有资源优势,品牌传播的话语权被企业所独占。而近年来随着互联网搭建起来的信息世界逐渐对人们生活产生深远影响,消费者自主媒体蓬勃发展,传播话语权也变得多元化。 Internet word of mouth marketing brand communication to make more interactive, extensive, recognized, it must be consumer-centric, network-based, service-based, all-round force campaign to create a unique competitive advantage of enterprises or brands . In the era of traditional marketing, the media has the advantages of resources, brand communication, the right to speak by the monopoly of enterprises. In recent years, with the world built up by the Internet, the world of information has a profound impact on people’s lives. Consumer self-owned media are flourishing, and the right to speak is diversified.