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With the globalization of the world economy, consumers’ awareness of rational purchases has increased, and the traditional marketing model has been unable to meet the needs of enterprise development. Word-of-mouth marketing has a great influence on consumers’ pre-purchase decisions and purchase evaluations. Enterprises should pay attention to this marketing method. Based on this, this article discusses the connotation and characteristics of word-of-mouth marketing. Compared with traditional marketing models, word-of-mouth marketing has advantages and accordingly proposes specific ways to build a communication model.

Research on the Construction and Application of Word-of-Mouth Marketing Mode under the New Market Environment