口碑营销外文翻译文献

口碑营销外文翻译文献口碑营销外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Anewwaytomeasureword-ofmouthmarketingApril.2010•JacquesBughin,JonathanDoogan,andOleJrgenVetvik•McKinseyQuarterlyConsumershavealwaysvaluedopinionsexpresseddirectlytothem.Marketersmayspendmillionsofdollarsonelaboratelyconceivedadvertisingcampaigns,yetoftenwhatreallymakesupaconsumer’smindisnotonlysimplebutalsofree:aword-of-mouthrecommendationfromatrustedsource.Asconsumersoverwhelmedbyproductchoicestuneouttheever-growingbarrageoftraditionalmarketing,wordofmouthcutsthroughthenoisequicklyandeffectively.Indeed,wordofmouth1istheprimaryfactorbehind20to50percentofallpurchasingdecisions.Itsinfluenceisgreatestwhenconsumersarebuyingaproductforthefirsttimeorwhenproductsarerelativelyexpensive,factorsthattendtomakepeopleconductmoreresearch,seekmoreopinions,anddeliberatelongerthantheyotherwisewould.Anditsinfluencewillprobablygrow:thedigitalrevolutionhasamplifiedandaccelerateditsreachtothepointwherewordofmouthisnolongeranactofintimate,one-on-onecommunication.Today,italsooperatesonaone-to-manybasis:productreviewsarepostedonlineandopinionsdisseminatedthroughsocialnetworks.SomecustomersevencreateWebsitesorblogstopraiseorpunishbrands.Asonlinecommunitiesincreaseinsize,number,andcharacter,marketershavecometorecognizewordofmouth’sgrowingimportance.Butmeasuringandmanagingitisfarfromeasy.Webelievethatwordofmouthcanbedissectedtounderstandexactlywhatmakesiteffectiveandthatitsimpactcanbemeasuredusingwhatwecall“word-of-mouthequity”—anindexofabrand’spowertogeneratemessagesthatinfluencetheconsumer’sdecisiontopurchase.Understandinghowandwhymessagesworkallowsmarketerstocraftacoordinated,consistentresponsethatreachestherightpeoplewiththerightcontentintherightsetting.Thatgeneratesanexponentiallygreaterimpactontheproductsconsumersrecommend,buy,andbecomeloyalto.Aconsumer-drivenworldThesheervolumeofinformationavailabletodayhasdramaticallyalteredthebalanceofpowerbetweencompaniesandconsumers.Asconsumershavebecomeoverloaded,theyhavebecomeincreasinglyskepticalabouttraditionalcompany-drivenadvertisingandmarketingandincreasinglyprefertomakepurchasingdecisionslargelyindependentofwhatcompaniestellthemaboutproducts.Thistectonicpowershifttowardconsumersreflectsthewaypeoplenowmakepurchasingdecisions.2Onceconsumersmakeadecisiontobuyaproduct,theystartwithaninitialconsiderationsetofbrandsformedthroughproductexperience,recommendations,orawareness-buildingmarketing.Thosebrands,andothers,areactivelyevaluatedasconsumersgatherproductinformationfromavarietyofsourcesanddecidewhichbrandtopurchase.Theirpost-salesexperiencetheninformstheirnextpurchasingdecision.Whilewordofmouthhasdifferentdegreesofinfluenceonconsumersateachstageofthisjourney,it’stheonlyfactorthatranksamongthethreebiggestconsumerinfluencersateverystep.It’salsothemostdisruptivefactor.Wordofmouthcanpromptaconsumertoconsiderabrandorproductinawaythatincrementaladvertisingspendingsimplycannot.It’salsonotaone-hitwonder.Therightmessagesresonateandexpandwithininterestednetworks,affectingbrandperceptions,purchaserates,andmarketshare.Theriseofonlinecommunitiesandcommunicationhasdramaticallyincreasedthepotentialforsignificantandfar-reachingmomentumeffects.Inthemobile-phonemarket,forexample,wehaveobservedthatthepass-onratesforkeypositiveandnegativemessagescanincreaseacompany’smarketsharebyasmuchas10percentorreduceitby20percentoveratwo-yearperiod,allotherthingsbeingequal.Thiseffectalonemakesacaseformoresystematicallyinvestigatingandmanagingwordofmouth.UnderstandingwordofmouthWhilewordofmouthisundeniablycomplexandhasamultitudeofpotentialoriginsandmotivations,wehaveidentifiedthreeformsofwordofmouththatmarketersshouldunderstand:experiential,consequential,andintentional.ExperientialExperientialwordofmouthisthemostcommonandpowerfulform,typicallyaccountingfor50to80percentofword-of-mouthactivityinanygivenproductcategory.Itresultsfromaconsumer’sdirectexperiencewithaproductorservice,largelywhenthatexperiencedeviatesfromwhat’sexpected.Consumersrarelycomplainaboutorpraiseacompanywhentheyreceivewhattheyexpect.)Complaintswhenairlinesloseluggageareclassicexampleofexperientialwordofmouth,whichadverselyaffectsbrandsentimentand,ultimately,equity,reducingbothreceptivenesstotraditionalmarketingandtheeffectofpositivewordofmouthfromothersources.Positivewordofmouth,ontheotherhand,cangenerateatailwindforaproductorservice.ConsequentialMarketingactivitiesalsocantriggerwordofmouth.Themostcommoniswhatwecallconsequentialwordofmouth,whichoccurswhenconsumersdirectlyexposedtotraditionalmarketingcampaignspassonmessagesaboutthemorbrandstheypublicize.Theimpactofthosemessagesonconsumersisoftenstrongerthanthedirecteffectofadvertisements,becausemarketingcampaignsthattriggerpositivewordofmouthhavecomparativelyhighercampaignreachandinfluence.Marketersneedtoconsiderboththedirectandthepass-oneffectsofwordofmouthwhendeterminingthemessageandmediamixthatmaximizesthereturnontheirinvestments.IntentionalAlesscommonformofwordofmouthisintentional—forexample,whenmarketersusecelebrityendorsementstotriggerpositivebuzzforproductlaunches.Fewcompaniesinvestingeneratingintentionalwordofmouth,partlybecauseitseffectsaredifficulttomeasureandbecausemanymarketersareunsureiftheycansuccessfullyexecuteintentionalwordof-mouthcampaigns.Whatmarketersneedforallthreeformsofwordofmouthisawaytounderstandandmeasureitsimpactandfinancialramifications,bothgoodandbad.Word-of-mouthequityAstartingpointhasbeentocountthenumberofrecommendationsanddissuasionsforagivenproduct.There’sanappealingpowerandsimplicitytothisapproach,butalsoachallenge:it’sdifficultformarketerstoaccountforvariabilityinthepowerofdifferentkindsofword-of-mouthmessages.Afterall,aconsumerissignificantlymorelikelytobuyaproductasaresultofarecommendationmadebyafamilymemberthanbyastranger.Thesetwokindsofrecommendationsconstituteasinglemessage,yetthedifferenceintheirimpactonthereceiver’sbehaviorisimmense.Infact,ourresearchshowsthatahigh-impactrecommendation—fromatrustedfriendconveyingarelevantmessage,forexample—isupto50timesmorelikelytotriggerapurchasethanisalow-impactrecommendation.Toassesstheimpactofthesedifferentkindsofrecommendations,wedevelopedawaytocalculatewhatwecallword-of-mouthequity.Itrepresentstheaveragesalesimpactofabrandmessagemultipliedbythenumberofword-of-mouthmessages.Bylookingattheimpact—aswellasthevolume—ofthesemessages,thismetricletsamarketeraccuratelytesttheireffectonsalesandmarketshareforbrands,individualcampaigns,andcompaniesasawhole.Thatimpact—inotherwords,theabilityofanyonewordof-mouthrecommendationordissuasiontochangebehavior—reflectswhatissaid,whosaysit,andwhereitissaid.Italsovariesbyproductcategory.What’ssaidistheprimarydriverofword-of-mouthimpact.Acrossmostproductcategories,wefoundthatthecontentofamessagemustaddressimportantproductorservicefeaturesifitistoinfluenceconsumerdecisions.Inthemobile-phonecategory,forexample,designismoreimportantthanbatterylife.Inskincare,packagingandingredientscreatemorepowerfulwordofmouththandoemotionalmessagesabouthowaproductmakespeoplefeel.Marketerstendtobuildcampaignsaroundemotionalpositioning,yetwefoundthatconsumersactuallytendtotalk—andgeneratebuzz—aboutfunctionalmessages.Thesecondcriticaldriveristheidentityofthepersonwhosendsamessage:theword-ofmouthreceivermusttrustthesenderandbelievethatheorshereallyknowstheproductorserviceinquestion.Ourresearchdoesnotidentifyahomogenousgroupofconsumerswhoareinfluentialacrosscategories:consumerswhoknowcarsmightinfluencecarbuyersbutnotconsumersshoppingforbeautyproducts.About8to10percentofconsumersarewhatwecallinfluentials,whosecommonfactoristrustandcompetence.Influentialstypicallygeneratethreetimesmoreword-of-mouthmessagesthannoninfluentialsdo,andeachmessagehasfourtimesmoreimpactonarecipient’spurchasingdecision.About1percentofthesepeoplearedigitalinfluentials—mostnotably,bloggers—withdisproportionatepower.Finally,theenvironmentwherewordofmouthcirculatesiscrucialtothepowerofmessages.Typically,messagespassedwithintight,trustednetworkshavelessreachbutgreaterimpactthanthosecirculatedthroughdispersedcommunities—inpart,becausethere’susuallyahighcorrelationbetweenpeoplewhoseopinionswetrustandthemembersofnetworkswemostvalue.That’swhyold-fashionedkitchentablerecommendationsandtheironlineequivalentsremainsoimportant.Afterall,apersonwith300friendsonFacebookmayhappilyignoretheadviceof290ofthem.It’sthesmall,close-knitnetworkoftrustedfriendsthathastherealinfluence.Word-of-mouthequityempowerscompaniesbyallowingthemtounderstandwordofmouth’srelativeimpactonbrandandproductperformance.Whilemarketershavealwaysknownthattheimpactcanbesignificant,theymaybesurprisedtolearnjusthowpowerfulitreallyis.WhenApple’siPhonewaslaunchedinGermany,forexample,itsshareofword-of-mouthvolumeinthemobile-phonecategory—orhowmanyconsumersweretalkingaboutit—wasabout10percent,orathirdlessthanthatofthemarketleader.YettheiPhonehadlaunchedinothercountries,andthebuzzaccompanyingthosemessagesinGermanywasaboutfivetimesmorepowerfulthanaverage.ThismeanttheiPhone’swordof-mouthequityscorewas30percenthigherthanthatofthemarketleader,withthreetimesmoreinfluentialsrecommendingtheiPhoneoverleadinghandsets.Asaresult,salesdirectlyattributabletothepositivewordofmouthsurroundingtheiPhoneoutstrippedthoseattributabletoApple’spaidmarketingsix-fold.Within24monthsoflaunch,theiPhonewassellingalmostonemillionunitsayearinGermany.Theflexibilityofword-of-mouthequityallowsustogaugetheword-of-mouthimpactofcompanies,products,andbrandsregardlessofthecategoryorindustry.Andbecauseitmeasuresperformanceratherthanthesheervolumeofmessages,itcanbeusedtoidentifywhat’sdriving—andhurting—word-of-mouthimpact.Bothinsightsarecriticalifmarketersaretoconvertknowledgeintopower.HarnessingwordofmouthTherewardsofpursuingexcellenceinword-of-mouthmarketingarehuge,anditcandeliverasustainableandsignificantcompetitiveedgefewothermarketingapproachescanmatch.Yetmanymarketersavoidit.Someworrythatitremainsimmatureasamarketingdisciplinecomparedwiththehighlysophisticatedmanagementofmarketinginmediasuchastelevisionandnewspapers.Othersareconcernedthattheycan’tdrawonextensivedataorelaboratemarketingtoolsfine-tunedoverdecades.Forthoseunsureaboutactivelymanagingwordofmouth,considerthis:theincrementalgainfromoutperformingcompetitorswithsuperiortelevisionads,forexample,isrelativelysmall.That’sbecauseallcompaniesactivelymanagetheirtraditionalmarketingactivitiesandallhavesimilarknowledge.Withsofewcompaniesactivelymanagingwordofmouth—themostpowerfulformofmarketing—thepotentialupsideisexponentiallygreater.Thestartingpointformanagingwordofmouthisunderstandingwhichdimensionsofword-of-mouthequityaremostimportanttoaproductcategory:thewho,thewhat,orthewhere.Inskincare,forexample,it’sthewhat;inretailbanks,thewho.Word-of-mouthequityanalysiscandetailtheprecisenatureofacategory’sinfluentialsandpinpointthehighest-impactmessages,contexts,andnetworks.Equippedwiththeseinsights,companiescanthenworkongeneratingpositivewordofmouth,usingthethreeformsweidentified:experiential,consequential,andintentional.Althoughtheimportanceofthesetriggersvariescategorybycategory,experientialsourcesarethemostimportantacrossthem.Harnessingexperientialwordofmouthisfundamentallyaboutprovidingcustomerswiththeopportunitytosharepositiveexperiencesandmakingthestoryrelatableandrelevanttotheaudience.Somecompanies,suchasMieleandLego,buildbuzzaroundproductsbeforelaunchandworktohaveearly,highlyinfluentialadoptersbyinvolvingconsumersinproductdevelopment,supportedbyonlinecommunities.Consistentlyrefreshingtheproductexperiencealsohelpsharnessexperientialwordofmouth—consumersaremorelikelytotalkaboutaproductearlyinitslifecycle,whichiswhyproductlaunchesorenhancementsaresocrucialtogeneratingpositivewordofmouth.Buzzalsocanbesustainedafterlaunch:ApplehasmaintainedinterestinandexcitementabouttheiPhoneviaitsappsstore,asconstantlyevolvinganduser-generatedcontentmaintainspositivewordofmouth.Mostcompaniesactivelyusecustomersatisfactioninsightswhendevelopingnewproductsandservices.Yetasatisfiedcustomerbasemaynotbeenoughtocreatebuzz.Tocreatepositivewordofmouththatactuallyhasimpact,thecustomerexperiencemustnotonlydeviatesignificantlyfromexpectationsbutalsodeviateonthedimensionsthatmattertothecustomerandthatheorsheislikelytotalkabout.Forinstance,whilebatterylifeisacrucialdriverofsatisfactionformobile-handsetconsumers,theytalkaboutitlessthanotherproductfeatures,suchasdesignandusability.Toturnconsumersintoaneffectivemarketingvehicle,companiesneedtooutperformonproductandserviceattributesthathaveintrinsicword-of-mouthpotential.Managingconsequentialwordofmouthinvolvesusingtheinsightsprovidedbyword-ofmouthequitytomaximizethereturnonmarketingactivities.Byunderstandingthewordof-moutheffectsoftherangeofchannelsandmessagesemployedandallocatingmarketingactivitiesaccordingly,companiescanequipconsumerstospreadmarketingmessagesanddrivetheirreachandimpact.Infact,McKinseyresearchshowsthatmarketing-inducedconsumer-to-consumerwordofmouthgeneratesmorethantwicethesalesofpaidadvertisingincategoriesasdiverseasskincareandmobilephones.Twothingssuperchargethecreationofpositiveconsequentialwordofmouth:interactivityandcreativity.Theyareinterrelated,andparticularlyimportantforbrandsinrelativelylow-innovationcategoriesthatoftenstruggletogainconsumerattention.OneexampleofacompanysuccessfullyharnessingthispoweristheUKconfectionerCadbury,whose“GlassandaHalfFull”advertisingcampaignusedcreative,thoughtful,andintegratedonlineandtraditionalmarketingtospurconsumerinteractionandsales.ThecampaignbeganwithatelevisioncommercialfeaturingagorillaplayingdrumstoaniconicPhilCollinssong.Thebizarrejuxtapositionwasanimmediatehit.Theconceptsoengagedconsumersthattheywerewillingtogoonline,viewthecommercial,andcreateamateurversionsoftheirown,triggeringatorrentofYouTubeimitations.Withinthreemonthsoftheadvertisement’sappearance,thevideohadbeenviewedmorethansixmilliontimesonline,year-on-yearsalesofCadbury’sDairyMilkchocolatehadincreasedbymorethan9percent,andthebrand’spositiveperceptionamongconsumershadimprovedbyabout20percent.Intentionalword-of-mouthcampaignsrevolvearoundidentifyinginfluentialswhobecomebrandandproductadvocates.Ofcourse,companiescan’tpreciselycontrolwhatconsumerstellothers.Butambitiousmarketerscanuseword-of-mouthequityinsightstoshiftfromconsequentialtointentionalcampaigning.Thetypeofcampaignthatcompanieschoosetoadoptdependsonthedegreetowhichmarketerscanfindandtargetinfluentials.Marketerscapableofundertakingone-to-onemarketing—suchasmobile-phoneoperators—areuniquelypositionedtoexecutecontrolledandeffectiveintentionalword-of-mouthcampaigns.Mobilecarriershavegranularcustomerdatathatcanpreciselylocateinfluentialswhoknowthecategory,talktomanypeople,andprovidethemwithtrustedopinions.Thatmeansmessagescanbedirectedatspecificindividualswhoaremostlikelytospreadpositivewordofmouththroughtheirsocialnetworks.Asamessagespreads,thisapproachgeneratesanexponentialword-ofmouthimpact,similartotherippleeffectwhenapebbleisdroppedinapond.Companiesunabletotargetinfluentialspreciselymusttakeadifferentapproach.WhileRedBull,forexample,can’tsendtextmessagestospecificconsumers,ithassuccessfullydeployedsciencetoorchestrateeffectiveintentionalword-of-mouthcampaigns.Afteridentifyinginfluentialsamongitsdifferenttargetsegments,theenergy-drinkcompanyensuresthatcelebritiesandotheropinionmakersseedtherightmessagesamongconsumers,oftenthroughevents.Whileitcan’tbesurewhowillattend,RedBullknowsthatthosewhodowillbethekindsofconsumersitseeks—andthatthepositivemessagestheywillrelayacrosstheirownsocialnetworkscangenerateasuperiorreturnforitsmarketinginvestment.Marketershavealwaysbeenawareoftheeffectofwordofmouth,andthereisclearlyanarttoeffectiveword-of-mouthcampaigning.Yetthesciencebehindword-of-mouthequityhelpsrevealhowtohoneanddeploythatart:itshowswhichmessagesconsumersarelikelytopassonandtheimpactofthosemessages,allowingmarketerstoestimatethetangibleeffectwordofmouthhasonbrandequityandsales.Theseinsightsareessentialforcompaniesthatwanttoharnessthepotentialofwordofmouthandtorealizehigherreturnsontheirmarketinginvestments.衡量口碑营销的新方法了解口碑口碑无疑颇为复杂，并拥有多种可能的根源和动机，而我们则确定了营销者应该了解的三种形式的口碑：经验性口碑、继发性口碑，以及有意识口碑。经验性口碑经验性口碑是最常见、最有力的形式，通常在任何给定的产品类别中都占到口碑活动的50%～80%。它来源于消费者对某种产品或服务的直接经验，在很大程度上是在经验偏离消费者的预期时所产生的。（当产品或服务符合消费者的预期时，他们很少会投诉或表扬某一企业。）航空公司丢失行李引起的投诉，是经验性口碑的典型例子，它会对品牌感受产生不利影响，并最终影响品牌价值，从而降低受众对传统营销活动的接受程度，并有损出自其他来源的正面口碑的效果。反过来，正面的口碑则会让产品或服务顺风满帆。继发性口碑营销活动也会引发口碑传播。最常见的就是我们所称的继发性口碑：当消费者直接感受传统的营销活动传递给他们的信息或所宣传的品牌时形成的口碑。这些消息对消费者的影响通常比广告的直接影响更强，因为引发正面口碑传播的营销活动的覆盖范围以及影响力相对来说都会更大。营销者在决定何种信息及媒体组合能够产生最大的投资回报时，需要考虑口碑的直接效应以及传递效应。有意识口碑不像前两种口碑形式那么常见的另一种口碑是有意识口碑——例如，营销者可以利用名人代言来为产品发布上市营造正面的气氛。对制造有意识口碑进行投资的企业是少数，部分原因在于，其效果难以衡量，许多营销商不能确信，他们能否成功地开展有意识口碑的推广活动。对于这三种形式的口碑，营销商都需要以适当的方式从正反两个方面了解和衡量其影响和财务结果。口碑价值计算价值始于对某一产品的推荐及劝阻次数进行计数。这种方法有一定的吸引力并且比较简单，但是也存在一大挑战：营销商难以解释说明不同种类的口碑信息的影响可变性。显然，对于消费者来说，由于家人的推荐而购买某产品的可能性要显著高于陌生人的推荐。这两种推荐可以传达同样的信息，而它们对接收者的影响却不可同日而语。事实上，我们的研究表明，影响力高的推荐（例如，来自于所信任的朋友传达的相关信息）导致购买行为的可能性，是低影响力推荐的50倍。为了评估这些不同种类的推荐的影响，我们开发了一种方法来计算我们所说的口碑价值，它用一条品牌信息的平均销售影响力来乘以品牌信息的数量。这个指标既考查这些信息的影响力，也考查其总量，可以让营销者准确地测试这些信息对品牌、单项推广活动以及整个企业的销售和市场份额的影响。这种影响（也就是任何口头推荐或劝阻能够改变购买行为的能力）反映了信息所涉及的内容、何人传递的信息、以及在何地所说。这种影响会因产品类别而异。信息所传递的内容是口碑产生影响力的首要推动因素。我们都发现，在多数产品类别中，如果要影响消费者的决策，信息的内容必须针对产品或服务的重要特性和功能。例如，在手机类产品中，设计比电池寿命更重要。在皮肤护理产品中，关于包装和成份构成的口碑比有关产品为人们带来的感觉这类情感信息更有影响力。营销商往往围绕情感定位来营造推广活动，然而，我们发现，消费者实际上倾向于对功能信息进行讨论并形成口碑。第二个关键推动因素是信息传递者的身份：口碑接收者必须信任传递者并相信他或她真的了解所说的产品或服务。我们的研究并未发现一个在各类产品中都具有影响力的同质消费者群体：了解汽车的消费者可能对购车者有影响力，但是，不能影响购买美容产品的消费者。大约有8%~10%的消费者属于我们所说的有影响力的人，他们的共同特征是可信和施加影响的能力。有影响力者形成的口碑信息，通常是无影响力者的三倍，其每条信息对接收者购买决策的影响力通常是无影响力者的四倍。在这些人中，大约有1%是通过数字技术发挥影响力，最引人注意的是博客写手，其影响力极其巨大。最后，传播口碑的地域环境对于信息的影响力至关重要。与通过分散的社区传播相比，在彼此信任、关系密切的圈子中传播的信息覆盖范围通常较小，但影响力较大，部分原因在于，我们信任其意见的人与我们所重视的圈子的成员，通常存在密切的关联性。正是由于这个原因，在餐桌上提供推荐意见的传统方式，以及与之类似的在线方式，现在仍很重要。毕竟，Facebook上有300名好友的人，可能会轻而易举地忽略其中290人的意见。真正能够产生影响力的，是彼此信任的朋友组成的关系紧密的小圈子。口碑价值能够让企业了解口碑对于品牌和产品的市场表现产生的相对影响力。虽然营销商一直都知道这种影响可能会非常大，但是，一旦他们真正了解了这种影响力有多大能耐后，他们或许还是会大吃一惊。例如，当苹果公司的iPhone在德国推出时，其在手机产品中所占的口碑数量份额（或者说多少消费者在谈论这种手机）大约为10%，比市场领先产品少三分之一。但是，iPhone也在其他国家推出，在德国传递的这些信息，其口碑影响力是平均水平的五倍。这就意味着iPhone的口碑价值分数比市场领先产品高出30%，推荐iPhone的有影响力者是推荐市场领先手机者的三倍。结果，有关iPhone的正面口碑而产生的直接销售量，是苹果公司付费营销活动所产生的销售量的六倍。在推出24个月后，iPhone在德国的销量几乎达到一年一百万部。口碑价值所具有的灵活性让我们能够衡量它对企业、产品和品牌的影响