| ACKNOWLEDGEMENTS | 第4-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第7-18页 |
| Chapter 1 Introduction | 第18-21页 |
| 1.1 Research background | 第18-19页 |
| 1.2 Research significance | 第19-20页 |
| 1.3 Research methodologies | 第20页 |
| 1.4 Research Structure | 第20-21页 |
| Chapter 2 Literature Review | 第21-43页 |
| 2.1 WOM | 第21-24页 |
| 2.1.1 Definition and classification of WOM | 第21-23页 |
| 2.1.2 WOM affects customers’ purchase decision | 第23-24页 |
| 2.2 WOM communication | 第24-29页 |
| 2.2.1 The motivation of WOM communication | 第25-26页 |
| 2.2.2 Factors that affect the result of WOM communication | 第26-28页 |
| 2.2.3 WOM communication and mass media communication | 第28-29页 |
| 2.3 WOM marketing | 第29-37页 |
| 2.3.1 Characteristics of WOM marketing | 第29-31页 |
| 2.3.2 Importance of WOM marketing in service industry | 第31页 |
| 2.3.3 WOM marketing methods | 第31-33页 |
| 2.3.4 5T Model | 第33-36页 |
| 2.3.5 Incentive Referral Program | 第36-37页 |
| 2.4 WOM related Concepts | 第37-43页 |
| 2.4.1 WOM and Customer Loyalty | 第37-38页 |
| 2.4.2 WOM and Customer satisfaction | 第38-40页 |
| 2.4.3 WOM and CRM | 第40-43页 |
| Chapter 3 Case Description | 第43-50页 |
| 3.1 Industry background of PM entrance exam training | 第43-44页 |
| 3.2 Brief introduction on H Training Center (Shenzhen) | 第44-47页 |
| 3.3 Current situation of WOM marketing in H Training Center (Shenzhen) | 第47-50页 |
| Chapter 4 Research Design, Data Statistics and Case Analysis | 第50-67页 |
| 4.1 Students’ interviews | 第50-54页 |
| 4.1.1 Outline | 第50页 |
| 4.1.2 Results | 第50-52页 |
| 4.1.3 Research Model | 第52-54页 |
| 4.2 Questionnaire design and data collection | 第54页 |
| 4.2.1 Questionnaire design | 第54页 |
| 4.2.2 Questionnaire distribution and collection | 第54页 |
| 4.3 Data statistics and analysis | 第54-59页 |
| 4.3.1 Descriptive statistics analysis | 第54-55页 |
| 4.3.2 Descriptive statistics analysis of each variable | 第55-56页 |
| 4.3.3 Reliability Analysis | 第56-57页 |
| 4.3.4 Factor Analysis | 第57-58页 |
| 4.3.5 Correlation Analysis | 第58-59页 |
| 4.4 Analysis Conclusion | 第59-62页 |
| 4.5 Employee Interview | 第62-67页 |
| 4.5.1 Outline | 第62页 |
| 4.5.2 Results | 第62-63页 |
| 4.5.3 Employee Interview Analysis | 第63-67页 |
| Chapter 5 Solutions based on 5T Model | 第67-75页 |
| 5.1 Improve students’ satisfaction and make them to be positive WOMcommunicators of H Training Center (Shenzhen) | 第67-69页 |
| 5.1.1 Relevant solutions to students’ dissatisfaction in the survey | 第67-68页 |
| 5.1.2 Raise employees’ WOM marketing awareness | 第68-69页 |
| 5.2 Create interesting topics and improve the willingness of communication | 第69-70页 |
| 5.2.1 Create interesting topics | 第69-70页 |
| 5.2.2 Set up enterprise culture to win brand reputation for the long run | 第70页 |
| 5.3 Take advantage of various channels comprehensively by way of offeringplatforms for WOM communication | 第70-71页 |
| 5.4 Interact with potential WOM communicators actively and take part instudents’ WOM communication | 第71-72页 |
| 5.4.1 Establish comprehensive client files, set up students club | 第71-72页 |
| 5.4.2 Provide customers with personalized and emotional service in order tostrengthen the relationship with students | 第72页 |
| 5.5 Track and supervise the negative WOM effectively | 第72-73页 |
| 5.6 Incentive Referral Program | 第73-75页 |
| Chapter 6 Conclusion and insufficiency | 第75-76页 |
| REFERENCES | 第76-82页 |
| APPENDIX | 第82-84页 |
