| Popis: |
WOM with its great influence and advantages has been considered as an important means of modern marketing to open up the market. However, studies have shown that negative WOM has obvious side effect on the enterprise marketing performance, with the rapid development in the context of e-commerce; this negative impact will further expand. This paper is aimed at the development of Qingdao cultural enterprises, combined with the SIR model, the system dynamics analysis as a tool for the study of negative WOM communication process, and system simulation by using Vensim PLE, to explore the negative WOM propagation and influence factors. The results show that the minimizing potential consumers initial value, reducing the contact rate and improving the service recovery rate can be effective to dissipate negative word-of-mouth. And then put forward the corresponding marketing strategy for the development of Qingdao cultural enterprises. |
