众所周知，媒介一直在商业中占据举足轻重的地位，企业想要进入公众视线必须要为流量和曝光度买单，而能够承担如此持久和高昂广告费用的也只有大型企业。
这就印证了这句话：媒介一直作为商业市场的守门人角色而存在。
互联网时代的出现撼动了媒体至高无上的地位，这不再是企业占取市场份额的唯一途径。互联网时代提供了一个公开透明的环境，消费者根据社交媒体，自媒体上获得其他人有效信息和体验心得，转变了以往被动接受、购买商品到主动发布和传播商品信息的身份，消费者拥有更多的主动性。因此产品的口碑变得越来越重要，这无疑对商家和消费者都是有利的变化。至此，商品给消费者带来的体验无疑被放到最重要的地位。
用户对企业、商品的口碑传播非常重要，好的口碑可以迅速加快商品销售，快速聚集利益。毕竟在这个高速发达的信息时代，如果不做好用户体验，产品、服务随时都有被取代的可能性。
不可否认小米就是靠口碑营销起家，并且在短短几年内成为了大公司，在手机领域的突出贡献很少有人能够匹敌，也许有人诟病它们的“拿来主义”，这另当别论。没人能够在谈口碑营销的时候忘记小米。黎万强在《小米口碑营销内部手册》中提到，互联网思维核心是口碑为王，口碑的本质是用户思维，就是让用户有参与感。消费者已经不再满足于做一个被动的信息接受者，有想要分享好产品的欲望也有谩骂坏产品的怒气，在这个过程中消费者在一定程度上标榜自身的同时也希望得到情感上的共鸣，共建一个帮派。就像小米有米粉，锤子有锤粉，还有果粉一样。他们都是基于一定的情感需求，也就是俗称的“体验式消费”。在这个找到大家族的过程中能够享受到如何利用手机功能，体验和价值观相同的伙伴乐趣，小米的粉丝还能给产品提出个人意见，这些体验都让消费者不再孤单，“体验式消费”满足的就是情感共鸣需求。
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