【正文】 略其中 290 人的意見。例如，當(dāng)蘋果公司的iPhone 在德國推出時(shí)，其在手機(jī)產(chǎn)品中所占的口碑?dāng)?shù)量份額（或者說多少消費(fèi)者在談?wù)撨@種手機(jī)）大約為 10%，比市場領(lǐng)先產(chǎn)品少三分之一。在推出 24個(gè)月后， iPhone在德國的銷量幾乎達(dá)到一年一百萬部。 控制和利用口碑的威力 在口碑營銷中追求卓越會(huì)帶來巨大的回報(bào)，可以帶來可持續(xù)的重大競爭優(yōu)勢，很少有其他營銷方法可以匹敵。那些對(duì)積極管理口碑感到?jīng)]有把握的人，請(qǐng)考慮這一點(diǎn)：通過出色的電視廣告（比如說）勝過競爭對(duì)手而產(chǎn)生的累積性收益相對(duì)較小。例如，對(duì)于皮膚護(hù)理，關(guān)鍵是 “何物 ”；對(duì)于零售銀行，關(guān)鍵是 “何人 ”。從根本上說， 利用經(jīng)驗(yàn)性口碑就是要為消費(fèi)者提供機(jī)會(huì)以分享正面的經(jīng)驗(yàn)，并讓其經(jīng)歷在受眾中引起共鳴。 多數(shù)企業(yè)在開發(fā)新產(chǎn)品和服務(wù)時(shí)都積極運(yùn)用關(guān)于客戶滿意度的深入見解。要將消費(fèi)者轉(zhuǎn)變?yōu)橛行У臓I銷載體，企業(yè)需要在具有內(nèi)在口碑潛力的產(chǎn)品和服務(wù)屬性方面表現(xiàn)出色。 有兩個(gè)因素有助于推動(dòng)創(chuàng)造正面的繼發(fā)性口碑：互動(dòng)性和創(chuàng)造性。這兩個(gè)因素怪異地并置在一起產(chǎn)生了立竿見影的沖擊性效果。當(dāng)然，企業(yè)不能準(zhǔn)確地控制消費(fèi)者向他人講述的內(nèi)容；但是，志存高遠(yuǎn)的營銷商可運(yùn)用有關(guān)口碑價(jià)值的深入見解，從繼發(fā)性口碑推廣轉(zhuǎn)向有意識(shí)口碑的推廣活動(dòng)。這就意味著，可以將信息發(fā)送給那些最有 可能通過其社交網(wǎng)絡(luò)傳播正面口碑的特定個(gè)人。該能量飲料企業(yè)在確定了不同目標(biāo)細(xì)分市場中的有影響力者之后，確信名人及其他意見領(lǐng)袖通?？赏ㄟ^搞活動(dòng)的方式傳遞恰當(dāng)?shù)男畔?。?duì)于希望利用口碑的 潛力并實(shí)現(xiàn)營銷投資更高回報(bào)的企業(yè)來說，這些真知灼見具有重要意義 。 營銷者一直都了解口碑的效果，設(shè)計(jì)有效的口碑推廣活動(dòng)顯然有其訣竅。 無法準(zhǔn)確地確定有影響力的人的企業(yè)，必須采用另外的方法。能夠進(jìn)行一對(duì)一營銷的營銷商（例如手機(jī)運(yùn)營商）擁有得天獨(dú)厚的優(yōu)勢，可實(shí)施有效的、便于操控的有意識(shí)口碑推廣。廣告上線不到三個(gè)月，視頻的在線瀏覽量便已超過了 600萬次，吉百利牛奶巧克力年銷量增加了 9%以上，該品牌在消費(fèi)者中的正面認(rèn)知度提高了大約 20%。企業(yè)成功運(yùn)用這一做法的一個(gè)案例是英國糖果制造商吉百利（ Cadbury），其 “一 杯半 ”的廣告活動(dòng)周密且頗具創(chuàng)造性地整合了在線及傳統(tǒng)營 銷，推動(dòng)了消費(fèi)者互動(dòng)和銷售。企業(yè)通過了解所運(yùn)用的各種渠道和信息產(chǎn)生的口碑效應(yīng)并相應(yīng)地分配營銷資源，可以讓消費(fèi)者傳播其營銷信息并提高其覆蓋范圍和影響力。要形成具有實(shí)際影響力的正面口碑，客戶體驗(yàn)不僅要顯著高于期望，而且還要在客戶所重視的以及他或她可能談?wù)摰姆矫娓哂谄谕?。不斷刷新產(chǎn)品體驗(yàn)也有助于利用經(jīng)驗(yàn)性口碑 ——消費(fèi)者在產(chǎn)品生命周期的早期對(duì)其進(jìn)行談?wù)摰目赡苄暂^大；正是由于這個(gè)原因，產(chǎn)品的推出或產(chǎn)品的改進(jìn)對(duì)于形成正面的口碑至關(guān)重要。企業(yè)掌握了這些真知灼見，就可以運(yùn)用我們發(fā)現(xiàn)的三種形式：經(jīng)驗(yàn)性、繼發(fā)性和有意識(shí)口碑，努力形成正面影響力。由于積極管理口碑這種最有力的營銷 形式的企業(yè)如此之少，其潛在的收益則會(huì)大得多。有些人擔(dān)心，與諸如電視和報(bào)紙這種媒體中高度發(fā)達(dá)的營銷管理相比，這種方式作為一個(gè)營銷學(xué)科還不成熟。由于它衡量的是市場表現(xiàn)，而不僅僅是信息的數(shù)量，因而可用來分辨是何種因素推動(dòng)或損害著口碑影響力。這就意味著 iPhone 的口碑價(jià)值分?jǐn)?shù)比市場領(lǐng)先產(chǎn)品高出 30%，推薦 iPhone 的有影響力者是推薦市場領(lǐng)先 手機(jī)者的三倍。 口碑價(jià)值能夠 讓企業(yè)了解口碑對(duì)于品牌和產(chǎn)品的市場表現(xiàn)產(chǎn)生的相對(duì)影響力。與通過分散的社區(qū)傳播相比，在彼此信任、關(guān)系密切的圈子中傳播的信息覆蓋范圍通常較小，但影響力較大，部分原因在于，我們信任其意見的人與我們所重視的圈子的成員，通常存在密切的關(guān)聯(lián)性。大約有 8%~10%的消費(fèi)者屬于我們所說的有影響力的人，他們的共同特征是可信和施加影響的能力。在皮膚護(hù)理產(chǎn)品中，關(guān)于包裝和成份構(gòu)成的口碑比有關(guān)產(chǎn)品為人們帶來的感覺這類情感信息更有影響力。這種影響會(huì)因產(chǎn)品類別而異。事實(shí)上，我們的研究表明，影響力高的推薦（例如，來自于所信任的朋友傳達(dá)的相關(guān)信息）導(dǎo)致購買行為的可能性，是低影響力推薦的 50倍。 口碑價(jià)值 計(jì)算價(jià)值始于對(duì)某一產(chǎn)品的推薦及勸阻次數(shù)進(jìn)行計(jì)數(shù)。營銷者在決定何種信息及媒體組合能夠產(chǎn)生最大的投資回報(bào)時(shí)，需要考慮口碑的直接效應(yīng)以及傳遞效應(yīng)。反過來，正面的口碑則會(huì)讓產(chǎn)品或服務(wù)順風(fēng)滿帆。 經(jīng)驗(yàn)性口碑 經(jīng)驗(yàn)性口碑是最常見、最有力的形式，通常在任何給定的產(chǎn)品類別中都占到口碑活動(dòng)的 50%～ 80%。 in retail banks, the who. Wordofmouth equity analysis can detail the precise nature of a category’s influentials and pinpoint the highestimpact messages, contexts, and works. Equipped with these insights, panies can then work on generating positive word of mouth, using the three forms we identified: experiential, consequential, and intentional. Although the importance of these triggers varies category by category, experiential sources are the most important across them. Harnessing experiential word of mouth is fundamentally about providing customers with the opportunity to share positive experiences and making the story relatable and relevant to the audience. Some panies, such as Miele and Lego, build buzz around products before launch and work to have early, highly influential adopters by involving consumers in product development, supported by online munities. Consistently refreshing the product experience also helps harness experiential word of mouth—consumers are more likely to talk about a product early in its life cycle, which is why product launches or enhancements are so crucial to generating positive word of mouth. Buzz also can be sustained after launch: Apple has maintained interest in and excitement about the iPhone via its apps store, as constantly evolving and usergenerated content maintains positive word of mouth. Most panies actively use customer satisfaction insights when developing new products and services. Yet a satisfied customer base may not be enough to create buzz. To create positive word of mouth that actually has impact, the customer experience must not only deviate significantly from expectations but also deviate on the dimensions that matter to the customer and that he or she is likely to talk about. For instance, while battery life is a crucial driver of satisfaction for mobilehandset consumers, they talk about it less than other product features, such as design and usability. To turn consumers into an effective marketing vehicle, panies need to outperform on product and service attributes that have intrinsic wordofmouth potential. Managing consequential word of mouth involves using the insights provided by wordof mouth equity to maximize the return on marketing activities. By understanding the word of mouth effects of the range of channels and messages employed and allocating marketing activities accordingly, panies can equip consumers to spread marketing messages and drive their reach and impact. In fact, McKinsey research shows that marketinginduced consumertoconsumer word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones. Two things supercharge the creation of positive con