With public praise transmission is confined to the little scope such as kin friend neighborhood inside, differ without the commercial purpose, characteristic that plans without the organization, public praise sale has clear commercial purpose, and try to organize a plan by sale personnel, once it is inserted go up the wing of Internet, can transcend spatio-temporal limitation, let transmit limits to span acquaintance circle, make the communication between stranger is shared become a possibility, still maintaining public praise to transmit the characteristic with high reliability however.

　　 The might of public praise

"The public praise that golden cup silver cup is inferior to common people " this common saying, the of all kinds award that spoke all sorts of public agency to stem from commercial purpose to be chosen already incompetent, also alluding the vast power that public praise transmits. The data of a group of investigation that investigated at 0 o'clock makes clear: The computer user that has 59% or the consumer that plan to buy computer are met from product information is obtained over there friend, classmate, and the introduction that the person of 40.4% believes a friend most; Taste in air conditioning, health care, of the product such as shampoo, building in buying a process, have 53% respectively, 49% , 35% can obtain relevant product information through friend introduction with the consumer of 32% ; Have 35% respectively, 28% , the 15% introductions that believe a friend most with the consumer of 18% . A research of abroad also makes clear, traditional advertisement is building respect of image of preference of consumer brand acknowledge, brand, brand to have powerful advantage, but public praise buys decision-making respect in influence consumer very powerful. The consumer of 2/3 is being done buy decision-making when suffer public praise effect, but regretful is a large number of sale transmission charge is bungled on traditional advertisement.

Public clamour can confound right and wrong, indigestion destroy market spirit. Public praise can make a brand already, also can destroy a brand. Relevant research makes clear as a result, one is having the customer of cheerful and active experience to product, service, can experience this kind only commonly the 3~5 that communicates him friend, but if be opposite,product, service resents, he can pass this kind of inactive experience to about 11 people. Sale personnel must open-eyed " the favour does not go out, evildoing travels a long distance " the place in this one common saying accumulate contained sale wisdom. Psychologist of a few consumption thinks, consumer is happy to spread the negative news related to the brand, basically stem from 4 kinds of motive, it is altruistic motive, the kin friend that invites him is far from product of this kind of problem, lest repeat oneself mistake; 2 it is the need that reduces angst, pour out oneself dissatisfaction to kin friend, alleviate the heart is disturbed; 3 it is revengeful motive, kin friend does not buy product of this kind of problem, also reduced the sales volume of the product directly, achieve the goal that retaliates businessman and manufacturer; 4 it is the motive that seeks proposal and help, namely consumer hopes from kin the way that solves a problem is won over there the friend.
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