CAJ | 학술논문

口碑营销是一种永远不会退出舞台、不会落伍的营销手段，是一种成本投入低而又成效显著的营销方法，是一种传统经济和新经济都不拒绝的营销举措。而网络的发展为口碑营销带来了新的视角，尤其是近年来网购的风靡，口碑营销的力量开始在网络上崭露头角，其中，网络红人对营销的影响尤为明显。网络红人这一营销手段的运用，对于网店而言，是将点击率转化为购买力的有力武器。本文正是通过对这一手段有效运用的分析，对网络营销提供建议。
구비영소시일충영원불회퇴출무태、불회락오적영소수단，시일충성본투입저이우성효현저적영소방법，시일충전통경제화신경제도불거절적영소거조。이망락적발전위구비영소대래료신적시각，우기시근년래망구적풍미，구비영소적역량개시재망락상참로두각，기중，망락홍인대영소적영향우위명현。망락홍인저일영소수단적운용，대우망점이언，시장점격솔전화위구매력적유력무기。본문정시통과대저일수단유효운용적분석，대망락영소제공건의。
Word-of-mouth marketing is a kind of marketing method which will never quit the scene and never fall behind. It costs lowly but runs effectively. It plays an important role in marketing activities of both traditional economy and new economy. The development of the network, especially the prevalence of e-commerce in recent years, provides a new angle of view to the word-of-mouth marketing. It starts to have an impact on the network. In word-of-mouth marketing, web celebrities have an obvious effect on marketing. For online shops, the influence of web celebrities is a powerful weapon to transform click rate into purchase. This paper aims to provide suggestions to network marketing through the analysis of the effective use of web celebrities.