摘 要

本文以服务企业为研究对象，探索在现如今的互联网环境下，在线口碑对服务企业绩效产生的种种影响。对比传统口碑和在线口碑的差异，简述网络口碑的影响力以及顾客的在线口碑与企业绩效的关系，探究影响在线口碑和企业绩效的因素，以及什么样的企业容易受到在线口碑的影响，企业又是怎样面对在线口碑对其的影响。

关键词：在线口碑 服务企业 绩效 影响因素 措施

The influence of online word of mouth on the performance of service enterprises

Abstract

This article takes the service enterprise as the research object, explores in the present condition of the Internet environment, the influence of online word of mouth on service enterprise performance. Compare the difference between traditional and online word of mouth,A brief description of the influence of online word of mouth and the relationship between customer's online word of mouth and enterprises performance. Explore the factors affecting online word of mouth and enterprises performance. What kind of business is vulnerable to the impact of online word of mouth,how these enterprises to face the impact of online word of mouth.

Key Words: Online word of mouth; Service enterprise;Performance; Influence factor; Measures

目录

摘要 I

Abstract II

第一章 引言 1

1.1研究背景 1

1.1.1 口碑传播的巨大影响 1

1.1.2互联网环境下的口碑传播——在线口碑（Word-Of-Mouth Online） 2