電影口碑營(yíng)銷外文資料翻譯

1、<p><b>　　中文3700字</b></p><p><b>　　2167單詞</b></p><p>　　畢業(yè)論文外文資料翻譯</p><p>　　題 目 電影口碑營(yíng)銷 </p><p>　　學(xué) 院

2、 歷史與文化產(chǎn)業(yè)學(xué)院 </p><p>　　專 業(yè) 公共事業(yè)管理（藝術(shù)經(jīng)營(yíng)與管理方向） </p><p>　　班 級(jí) 藝管1001 </p><p>　　學(xué) 生 &l

3、t;/p><p>　　學(xué) 號(hào) </p><p>　　指導(dǎo)教師 </p><p>　　二〇一四年三月二十六日</p><p>　　Business Horizons,2007(5),50,

4、395-403</p><p>　　Buzz marketing for movies</p><p><b>　　Iris Mohr</b></p><p>　　Tobin collage of business, St. john’s University, 8000 Utopia, Jamaica, NY 11439, USA</p

5、><p>　　Abstract: In today's dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns,

6、 media fragmentation, and audience saturation are forcing marketers to stretch their film budgets and make every dollar as effective as possible. With more and more entertainment options crowding peoples' lives, mark

7、eters must search for innovative ways to reach movie audiences. By breaking through t</p><p>　　Keyword: motion pictures; movies; marketing; promotion; buzz marketing</p><p>　　The marketing chall

8、enge</p><p>　　Today's movie marketers confront a difficult reality: the game plan by which they've played for years is being challenged and there is a call for new, innovative ways to drive box offic

9、e sales. Under the historically used traditional model, corporate marketers spend marketing dollars on messages aimed at a target audience. The marketing team creates a message, purchases media, and sees that the message

10、 is delivered to personal and business customers. Given the fragmentation of media today, howev</p><p>　　Added to this fractured landscape, multitasking has become increasingly common across the board. While

11、 surfing the Web, the typical US teenager engages in an average of two other activities, one of which is often homework. Reportedly, some 80% of business people also multitask while performing work related duties (Greens

12、pan, 2004). In concert with this, there is an increasing trend for consumers to “switch off”; they are evermore selective about what they watch and the advertising messages they </p><p>　　To add, television

13、and movie lovers are witnessing a revolution in digital home entertainment. With it, a growing number of people are turning away from neighborhood cinemas in order to stay home and be entertained by new technologies and

14、advanced personal theater systems. Consumer electronics manufacturers, IT vendors, and movie companies are lining up to extol the virtues of Blue-ray and HD-DVD; the proclaimed successors to the current DVD format (Thoma

15、s, 2006). According to Geoff (2005), by t</p><p>　　Needless to say, given the increase in entertainment options, the movie-going experience needs to be far more compelling to draw in audience members. Moreov

16、er, this challenge is not likely to subside, but rather grow more compelling: as discussed by Chary (2005), a recent study by Informal Research Services indicates that 125 million people about 5% of all cell phone owners

17、 – will be watching television on their handsets by 2010. In addition, the Digital Lifestyles 2006 Outlook from Parks Associ</p><p>　　In this frenetic and competitive environment, marketers must search for i

18、nnovative ways to reach and attract movie audiences. Buzz marketing is one such promotional posture that is capable of breaking through the existing noise and clutter of the marketing scene, to capture peoples' atten

19、tion to the point that talking about a movie becomes an enjoyable experience to share. Essentially, buzz marketing mimics the traditional marketing model in that it sends messages to targeted audiences through v</p>

20、;<p>　　Among its many attractive qualities, buzz marketing is a low-cost, far-reaching mode of promotion. This being the case, entertainment marketers' interest in the method is raising as media fragmentation

21、continues and movie marketing costs increasingly spiral upward. Buzz marketing also satisfies studio executives who are confronted with steadily mounting marketing costs, and are thus challenged by existing promotional t

22、actics in search of more mileage for fewer dollars. </p><p>　　Buzz marketing encompasses word of mouth and viral marketing </p><p>　　At the core of buzz marketing is the phenomenon of word of mo

23、uth (WOM), the process by which an individual influences the actions or attitudes of others. As indicated by the following quotes on the value of word of mouth, academicians have long been aware of the power of WOM on co

24、nsumers' preferences and actual purchase behaviors: </p><p>　　“Forget about market surveys and analyst reports. Word of mouth is probably the most powerful form of communication in the business world. It

25、 can either hurt a company's reputation…or give it a boost in the market. Word-of-mouth messages stand out in a person's mind….Quite simply, we find messages more believable and compelling when we hear them direc

26、tly from other people, particularly people we know and respect.”– Regis McKenna </p><p>　　“Word of mouth seems to be a frequently used risk-reduction device; and this source of information is particularly so

27、ught for in situations characterized by high uncertainty.”– Johan Arndt</p><p>　　“Word of mouth tends to be highly persuasive because the sender apparently has nothing to gain from the receiver's subsequ

28、ent actions.”– Leon G. Schiff man and Leslie L. Karuk </p><p>　　Malcolm Glad well (2002), author of the national bestseller The Tipping Point, says WOM is so powerful because ideas, behaviors, messages, and

29、 products sometimes behave just like outbreaks of infectious disease. Similar to how an ill person can start a flu epidemic, so too can a small but precisely targeted push cause a fashion trend or the popularity of a new

30、 product. </p><p>　　According to McKinsey & Co. (Ramsey, 2005), approximately two-thirds of all economic activity in the United States is influenced by shared opinions about a product, brand, or service.

31、 On the basis of aggregated data and interviews with various WOM marketing experts, remarketer estimates that almost 50% of online marketers will engage in some form of WOM or viral campaign in 2006. A recent survey of m

32、arketers, which asked what type of digital media they were either using or were, planning to use,</p><p>　　The nature and scope of the Internet, as well as other messaging devices, has inspired marketers to

33、deliberately attempt to stimulate or simulate the WOM process by designing marketing campaigns with characteristics that attract audiences and encourage individuals to pass along a message. Also known as buzz marketing a

34、nd viral marketing, these tactics create the potential for exponential growth in the message's exposure and influence (Wilson, 2000). Though the terms buzz marketing and viral mark</p><p>　　Word of mouth

35、 communications </p><p>　　WOM communications, also referred to as opinion leadership, is the process by which one person (the opinion leader) informally influences the actions of others, who may be opinion s

36、eekers or opinion receivers. The key characteristic of this influence is that it is interpersonal and informal and takes place between two or more people, none of whom represent a commercial selling source that would gai

37、n financially from the exchange of information (Schiff man & Karuk, 2007). WOM implies personal or </p><p>　　2.2. Viral marketing</p><p>　　Viral marketing, a high-tech and “impersonal” varia

38、tion of WOM, is an Internet-driven strategy that enables and encourages people to pass along a marketing message and engage in word of mouth, creating the potential for exponential growth in the message's exposure an

39、d influence. Like a virus, this tactic takes advantage of rapid multiplication to explode a message to thousands, even millions. Viral marketing depends on a high pass-along rate to create a snowballing effect. A widely

40、cited first e</p><p>　　Buzz marketing </p><p>　　With media undergoing a vast change in a world where aggressive television ads, flashy websites, and glossy brochures compete for consumer attenti

41、on, it is necessary to bridge WOM with technology(e.g., the Internet, mobile phones, MP3 players) and “outside the box” thinking. Buzz marketing is the practice of gathering volunteers either formally by actively recruit

42、ing individuals who naturally set cultural trends, or informally by drawing “connectors”: people who have lots of contacts in differen</p><p>　　Buzz marketing captures the attention of consumers and media to

43、 the point that people talk about the brand, because the message is perceived as entertaining, fascinating, and/or newsworthy. In order for this to occur, however, there must be something interesting, clever, amusing, ca

44、tchy, or remarkable enough about the message such that WOM fuels fast distribution via technology to create a “buzz.” Clearly, this requires clever marketing and creativity. Successful buzz marketing efforts so captur<

45、;/p><p>　　Practitioner writings suggest that buzz is usually something that combines a wacky, jaw-dropping event or experience with pure branding to get people talking. According to McKinsey & Co., and as r

46、eported by firm strategy consultant Renee Dye (2000), motion pictures and broadcasting are two categories that are highly driven by buzz. Consider, for example, the 19th season premiere of The Oprah Winfrey Show, which a

47、ired in the fall of 2004. This episode created considerable buzz when Pontiac gifted</p><p>　　Business Horizons, 2007(5),50,395-403</p><p><b>　　電影口碑營(yíng)銷</b></p><p><b&g

48、t;　　Iris Mohr</b></p><p>　　托賓商學(xué)院，摩根約翰大學(xué)，烏托邦大道8000，牙買(mǎi)加，紐約11439，美國(guó)</p><p>　　摘要：在今天的動(dòng)態(tài)電影娛樂(lè)環(huán)境下，許多企業(yè)都努力維持生存并保持盈利，并時(shí)刻面對(duì)著 諸如盜版，電子仿造，惡性競(jìng)爭(zhēng)，重復(fù)的電影活動(dòng)，媒體輿論，以及觀眾對(duì)電影的飽和度的 挑戰(zhàn)，不斷通過(guò)營(yíng)銷來(lái)提高自己的電影預(yù)算，盡可能做到使每一美元都發(fā)

49、揮其價(jià)值。隨著越來(lái)越多的娛樂(lè)方式充實(shí)人們的生活，營(yíng)銷人員必須尋找更多創(chuàng)新的方式來(lái)達(dá)到電影觀眾的要求。突破日常的嘈雜，捕捉人們的注意點(diǎn)，并將談?wù)撾娪白鳛橐粋€(gè)愉快的經(jīng)驗(yàn)分享?？诒疇I(yíng)銷就是以這樣一個(gè)宣傳的姿勢(shì)，帶動(dòng)觀眾前往劇院。為了成功實(shí)現(xiàn)口碑營(yíng)銷，營(yíng)銷人員必須承認(rèn)其作用范圍內(nèi)的存在的電影差異化戰(zhàn)略，并支持公司的整體方法。為此，本文分析了口碑營(yíng)銷，包括六大部分（分化電影功能，細(xì)分電影市場(chǎng)，播放電影片段，定位電影圖像，延伸電影形象，運(yùn)用傳統(tǒng)渠道

50、）以及口碑營(yíng)銷的的具體步驟，保證它的成功實(shí)施 </p><p>　　關(guān)鍵詞：情感畫(huà)面；電影；市場(chǎng)營(yíng)銷；營(yíng)銷推廣；</p><p><b>　　市場(chǎng)的挑戰(zhàn)</b></p><p>　　今天的電影商面臨著一個(gè)困難的現(xiàn)實(shí)：他們已經(jīng)運(yùn)用多年的營(yíng)銷計(jì)劃正在受到挑戰(zhàn),然而現(xiàn)在有一個(gè)稱為全新的創(chuàng)新方式可以驅(qū)動(dòng)票房銷售。在歷史上他們所使用的傳統(tǒng)模式，就是企業(yè)營(yíng)

51、銷人員花費(fèi)一定資金收集目標(biāo)受眾的營(yíng)銷信息，然后營(yíng)銷團(tuán)隊(duì)創(chuàng)建一個(gè)消息，同時(shí)購(gòu)買(mǎi)媒體報(bào)道，并將該消息交付給個(gè)人或企業(yè)客戶。然而鑒于媒體較分散的現(xiàn)狀，電影采用傳統(tǒng)模型來(lái)進(jìn)行營(yíng)銷推廣已經(jīng)變得越來(lái)越困難。在美國(guó)，例如，曾經(jīng)還只有極少數(shù)量的電視臺(tái)現(xiàn)在已經(jīng)遍布1600多個(gè)廣播和有線電視網(wǎng)點(diǎn)，并且歐洲也有類似的發(fā)展趨勢(shì)—通過(guò)電纜信息轉(zhuǎn)播給觀眾，電視用戶可以隨意切換30秒的商業(yè)點(diǎn)，再加上在線廣告的興起。這種情況，使它更加難以積累足夠的范圍和意識(shí)，使得營(yíng)銷

52、計(jì)劃結(jié)果一般。</p><p>　　發(fā)展到現(xiàn)在這個(gè)信息分散的時(shí)代，多任務(wù)處理已越來(lái)越普遍。在上網(wǎng)時(shí)，典型的美國(guó)少年，平均每人同時(shí)從事二項(xiàng)活動(dòng)，其中之一就是日常的作業(yè)。據(jù)了解，“具有多業(yè)務(wù)的群體，80%同時(shí)履行多樣的工作職責(zé)”（格林斯潘，2004 ）于此相關(guān)的，消費(fèi)者選擇“關(guān)閉”逐漸成為一種趨勢(shì)：他們永遠(yuǎn)有選擇性的了解他們觀看的廣告信息。根據(jù)揚(yáng)克洛維奇指出，65%的消費(fèi)者認(rèn)為“不斷轟炸的廣告太多”，69%的人“遇到

53、感興趣的產(chǎn)品和服務(wù)，會(huì)直接選擇跳過(guò)廣告”和 54%的人會(huì)“避免購(gòu)買(mǎi)那些頻繁采用廣告和營(yíng)銷的產(chǎn)品”。</p><p>　　不僅如此，電視和電影愛(ài)好者正在經(jīng)歷一場(chǎng)數(shù)字家庭娛樂(lè)的革命。有了這些，越來(lái)越多的人正在遠(yuǎn)離附近的電影院，而選擇呆在家里，享受新技術(shù)和先進(jìn)個(gè)人影院系統(tǒng)。“消費(fèi)電子制造商，IT 供應(yīng)商，和電影公司是聯(lián)合推出了藍(lán)光和 HD - DVD，宣布這將是數(shù)字家庭影院的當(dāng)前格式”（托馬斯，2006）。根據(jù) Geo

54、ff（2005）統(tǒng)計(jì)，到2004年底，估計(jì)擁有 TiVo’s 和DVR 的美國(guó)家庭將達(dá)到650萬(wàn)個(gè)，該公司聲稱，這個(gè)數(shù)字，從2002年的190萬(wàn)，到2009年將上升至近 5 千萬(wàn)，占所有美國(guó)家庭的41%。另一方面，受歡迎的Net flux 在線訂閱服務(wù)，擁有3百萬(wàn)用戶，使得大部分人每月花一部費(fèi)錢(qián)在租DVD上。實(shí)際上，DVD可以說(shuō)是工作室的現(xiàn)金牛，顧客跳過(guò)在劇院體驗(yàn)電影的經(jīng)驗(yàn)，選擇在家里放松。</p><p>　　

55、不用說(shuō)，由于娛樂(lè)選擇的增加，看電影的經(jīng)歷需要更加引人注目，吸引觀眾。此外，這一挑戰(zhàn)是不可能消失，而是越來(lái)越引人注目：在 2005 年，通過(guò)對(duì) 1.2 億人的服務(wù)信息的研究發(fā)現(xiàn)，到2010 年大約5%的手機(jī)用戶將通過(guò)手機(jī)看電影。此外，2006年,數(shù)字生活方式展望協(xié)會(huì)（舍夫，2006）估計(jì)，美國(guó)的消費(fèi)者支出包括網(wǎng)上娛樂(lè)，游戲，音樂(lè)，視頻服務(wù)，在未來(lái)五年內(nèi)將增長(zhǎng)260%。</p><p>　　在激烈的競(jìng)爭(zhēng)環(huán)境中,營(yíng)銷人

56、員必須尋找創(chuàng)新的方法來(lái)宣傳吸引觀眾的電影。 口碑營(yíng)銷正是以這樣一個(gè)宣傳的姿勢(shì)，突破現(xiàn)有嘈雜的營(yíng)銷場(chǎng)景，捕捉人們的注意點(diǎn)，將談?wù)撾娪白鳛橐粋€(gè)愉快的經(jīng)驗(yàn)分享?；旧?，口碑營(yíng)銷與傳統(tǒng)營(yíng)銷模式，都是通過(guò)不同的媒體，將消息發(fā)送到目標(biāo)受眾。然而，在口碑營(yíng)銷模型里，娛樂(lè)營(yíng)銷注入觀眾和媒體的是一個(gè)令人驚嘆的，與電影相關(guān)的信息，并且顯得如此有趣和令人興奮，它使信息不脛而走。吸引力是主要素，興奮是其本質(zhì)和關(guān)鍵，口碑營(yíng)銷，不同于以往傳統(tǒng)的營(yíng)銷方式。 <

57、/p><p>　　口碑營(yíng)銷是一種低成本的，深遠(yuǎn)的推廣模式，本身?yè)碛性S多吸引人的素質(zhì)。在這種情況下，媒體對(duì)娛樂(lè)營(yíng)銷方法的關(guān)注和電影營(yíng)銷成本日益呈螺旋上升。 口碑營(yíng)銷也面臨不斷上漲的營(yíng)銷成本，并因此受到現(xiàn)有的宣傳手法的挑戰(zhàn)，為此只能尋找更多的方法來(lái)減少消耗。</p><p>　　二、口碑營(yíng)銷包括口碑傳播和病毒式營(yíng)銷 </p><p>　　口碑營(yíng)銷的核心方式就是口碑傳播過(guò)程，

58、需要影響個(gè)人的行為或態(tài)度的他人。正如以下觀點(diǎn)的價(jià)值，口耳相傳，學(xué)者們?cè)缇驼J(rèn)識(shí)到權(quán)力的口碑對(duì)消費(fèi)者偏好與實(shí)際購(gòu)買(mǎi)行為的影響：</p><p>　　“忘了市場(chǎng)調(diào)查及分析報(bào)告。口碑可能是商業(yè)世界里最強(qiáng)大的通信形式。 它可以損害公司的聲譽(yù)或使其提高市場(chǎng)。 口碑訊息中脫穎而出的一個(gè)人的心靈想法。很簡(jiǎn)單，我們發(fā)現(xiàn)信息更加可信和令人信服的一大前提就是當(dāng)我們聽(tīng)到他們直接從其他人口中說(shuō)出，特別是我們了解和尊重的人。”–吉斯麥克納

59、</p><p>　　“口碑似乎是一個(gè)經(jīng)常使用的風(fēng)險(xiǎn)減少裝置；其信息來(lái)源是在特殊情況下的特點(diǎn)是高度的不確定性?！报C約翰阿爾恩特</p><p>　　“口碑往往是具有高度說(shuō)服力， 因?yàn)榘l(fā)言人顯然已沒(méi)有得到從接收人那傳來(lái)的后續(xù)行動(dòng)的指示。”–列昂·希夫曼和萊斯利·坎納克</p><p>　　馬爾科姆格拉德威爾（2002），全國(guó)暢銷書(shū)的作者，說(shuō)口碑是如

60、此強(qiáng)大，因?yàn)樗枷?，行為，信息，和產(chǎn)品的行為有時(shí)就像傳染病一樣爆發(fā)。這類似于一個(gè)生病的人可以開(kāi)始傳播流感疫情，也可以因?yàn)橐粋€(gè)小而精確定位的推動(dòng)造成流行趨勢(shì)或流行的一種新產(chǎn)品的誕生。 </p><p>　　根據(jù)麥金西公司（拉姆齊，2005）統(tǒng)計(jì)，大約三分之二的經(jīng)濟(jì)活動(dòng)在美國(guó)是受共同的意見(jiàn)的影響，關(guān)于一個(gè)產(chǎn)品，品牌，或服務(wù)。在此基礎(chǔ)上匯總數(shù)據(jù)和采訪各種口碑營(yíng)銷專家，結(jié)合網(wǎng)絡(luò)營(yíng)銷的估計(jì)得出，到 2006 年，近50%的在

61、線營(yíng)銷將從事某種形式的口碑或病毒營(yíng)銷運(yùn)動(dòng)。最近的一項(xiàng)關(guān)于營(yíng)銷商的調(diào)查顯示，“當(dāng)被問(wèn)及更傾向于采用什么類型的營(yíng)銷方式，三分之二的人表示愿意采用口碑營(yíng)銷”（拉姆齊，2005）。 </p><p>　　根據(jù)其本質(zhì)和范圍網(wǎng)絡(luò)，以及其他通訊設(shè)備，營(yíng)銷人員故意試圖刺激或模擬口碑營(yíng)銷活動(dòng)的特點(diǎn)，吸引觀眾和鼓勵(lì)個(gè)人傳話，也被稱為口碑營(yíng)銷和病毒式營(yíng)銷，這些策略創(chuàng)造了大量的潛力和影響（威爾遜，2000）。盡管術(shù)語(yǔ)口碑營(yíng)銷和病毒式營(yíng)銷

62、往往是交替使用的，以下討論要點(diǎn)突出明確區(qū)分的三個(gè)要點(diǎn)。</p><p><b>　　1．口碑傳播 </b></p><p>　　“口碑傳播，也被稱為意見(jiàn)領(lǐng)導(dǎo)，是指某人（意見(jiàn)領(lǐng)袖）非正式地影響他人的行為，他們可能被認(rèn)為是意見(jiàn)的發(fā)送器。主要受這種特點(diǎn)的影響，人不像商業(yè)銷售，僅從財(cái)政上獲得 的信息交流”（希夫曼和坎納克，2007）。口碑意味著個(gè)人或面對(duì)面的溝通，雖然它現(xiàn)在可

63、能還需要通過(guò)電話交談或范圍內(nèi)的即時(shí)消息或電子郵件。作為個(gè)人，尤其是意見(jiàn)領(lǐng)袖，專注于產(chǎn)品類別（例如，旅游，汽車），他們提供的信息和意見(jiàn)，并經(jīng)常閱讀雜志拓寬他們的知識(shí)。同理，當(dāng)其他產(chǎn)品類別進(jìn)行了討論的時(shí)候，這些人可能成為輿論接收器，占領(lǐng)的立場(chǎng)， 由于消費(fèi)者在主題領(lǐng)域缺乏知識(shí)。 輿論領(lǐng)袖是一個(gè)高度可靠和強(qiáng)大的消費(fèi)者信息來(lái)源，因此，能夠非常有效地影響客戶產(chǎn)品的決定。解釋意見(jiàn)領(lǐng)袖這種強(qiáng)大的影響，被視為從財(cái)政上獲得他們的購(gòu)買(mǎi)建議，并因此產(chǎn)生內(nèi)在的信

64、任。這就是為什么口碑是很有效的。實(shí)際上，當(dāng)意見(jiàn)領(lǐng)袖發(fā)起的消息，他們提供的是一個(gè)免費(fèi)的，可靠的和有針對(duì)性的營(yíng)銷信息。</p><p><b>　　2．病毒營(yíng)銷 </b></p><p>　　病毒型營(yíng)銷，將高科技和“客觀”變成口碑，是一種戰(zhàn)略，鼓勵(lì)人們通過(guò)營(yíng)銷信息進(jìn)行口碑傳播，創(chuàng)造潛力指數(shù)增長(zhǎng)的信息和影響。它像一個(gè)病毒，能夠快速繁殖，爆炸的信息成千上萬(wàn)，甚至上百萬(wàn)。病毒型

65、營(yíng)銷依賴于高傳送率產(chǎn)生滾雪球效應(yīng)。一個(gè)被廣泛引用的關(guān)于病毒式營(yíng)銷的例子：公司現(xiàn)在擁有微軟產(chǎn)品，從而促進(jìn)其服務(wù)和廣告客戶的信息在內(nèi)的每一個(gè)用戶使用這種技術(shù)。</p><p><b>　　3．口碑營(yíng)銷 </b></p><p>　　在媒體發(fā)生巨大變化的世界中，企業(yè)通常采用積極的電視廣告，華而不實(shí)的網(wǎng)站，富有光澤的小冊(cè)子來(lái)引起消費(fèi)者的注意，有必要以口碑與技術(shù)（例如，互聯(lián)網(wǎng)，

66、移動(dòng)電話，音樂(lè)播放器）和“創(chuàng)造性”的思考。口碑營(yíng)銷的做法是采用志愿者積極傳播的趨勢(shì)，或作為非正式的“連接器”：那些擁有許多日常接觸的人，誰(shuí)能說(shuō)他們的經(jīng)驗(yàn)不能滿足他們的日常生活。這些人可以是專家，新聞?dòng)浾?，政治家，名人，或良好的客戶，依靠信息。不像口碑，即輿論領(lǐng)袖是內(nèi)在的動(dòng)機(jī)，因?yàn)樗麄兊闹R(shí)來(lái)散播言論，并可能將蔓延流行的一系列不同的東西，注入的營(yíng)銷傳播中。</p><p>　　口碑營(yíng)銷善于抓住消費(fèi)者的注意力，媒體指

67、出，人們談?wù)摰钠放疲驗(yàn)樵撓⒈灰暈槭怯腥?，吸引人的新聞。為了使這種情況發(fā)生，必須有一些有趣的，聰明的，吸引人的，或顯示出足夠的有關(guān)信息，口碑可以快速分配通過(guò)技術(shù)創(chuàng)造一個(gè)“聲音”。顯然，這需要聰明的市場(chǎng)營(yíng)銷和創(chuàng)意。成功的營(yíng)銷努力捕捉每個(gè)人，他們談?wù)撍说娜穗H關(guān)系時(shí)通過(guò)熟人，朋友，同事，家庭成員，或者以客觀的形式在網(wǎng)上留言板，聊天，民意調(diào)查，用戶評(píng)分。因此，最終產(chǎn)生了越來(lái)越多的用戶。</p><p>　　許多專家的

68、著作表明，口碑通常是結(jié)合了古怪，令人瞠目結(jié)舌的事件或經(jīng)歷形成的品牌供人們交談。根據(jù)麥金西公司企業(yè)戰(zhàn)略顧問(wèn)的報(bào)告（2000），電影和廣播類是高分貝的“聲音” 例如，奧普拉溫弗莉發(fā)表在 2004 的秋天的一篇文章表示，當(dāng)某一事件引起很大震動(dòng)時(shí)，每個(gè)觀眾都將注意力放在事件上并將其作為一個(gè)偉大的時(shí)刻，在電視的歷史上，根據(jù) Score 的數(shù)據(jù)網(wǎng)絡(luò)（奧普拉，2004），當(dāng)某著名脫口秀節(jié)目討論了某一大事件后，該事件的關(guān)注度與日俱增。</p>