摘要：告别了传统广告直白的广而告之，网络营销这一秉持潜移默化精神以影响消费者的营销形式正在迅速发展。
而随着网络营销的发展，作为辅佐者的论坛口碑营销越来越必不可少。论坛作为诸多信息的集散地，口碑信息自然有。而作为国内具有较强影响力的天涯社区，以其为阵地开展论坛口碑营销是上佳之选。
如果论坛口碑营销能够顺利进行，那么必然能够带来良好的传播效果。但是，现今的此类营销模式却存在诸多问题，成为了徒有其名的营销方式。归咎其原因有众多方面，但是其操作人员缺乏专业性是其中的重要原因之一。诸多原因导致很多论坛口碑营销帖成为了只有操作者（“水军”）点击的帖子，而其的真正目标却脱离其外。
关键词：天涯社区 论坛口碑营销 现状 发展对策
Abstract:Bid farewell to traditional advertising, network marketing direct advertising the grasps the spirit with subtle influence consumer marketing forms are developing rapidly.
With the development of network marketing, as the BBS word-of-mouth marketing of adjuvant more indispensable. BBS as many information center, word-of-mouth information naturally. But as domestic strong influence for the community, with its monarchies in BBS word-of-mouth marketing is positions of beautiful anthology.
If BBS word-of-mouth marketing can go smoothly, so is sure to bring good communication effect. However, today's such marketing model has many problems of sorts, become the marketing. Attributed its reason has many aspects, but its operators lack of professionalism is one of the important reasons. Many causes many BBS word-of-mouth marketing post became the only operator click post, and its true purpose but from its outside .
Key words：Tianya community BBS word-of-mouth marketing status Development countermeasures
论坛口碑营销绝不是只要传播就能获得口碑的，被寄予厚望的论坛口碑营销现在的路走的并不顺畅，甚至有点误入歧途的味道。目前的状况是很多帖子实际是只是在论坛环境中直接发布的廉价广告贴，缺乏真实性，使得大量水贴效果欠佳。在互联网中，想要深藏不漏是不可能的。遮遮掩掩的那些，所谓论坛口碑营销只会被赤裸裸的揭穿在世人面前。只有将基于真实的良性的口碑在论坛中传播才能给企业带来利益。论坛口碑营销应该是建立在真实的基础之上的，在论坛环境中的人与人之间的自主传播。
针对口碑营销现存的误区，众多专家学者都提出了自己的看法，大多集中于提供给企业的对策。诸如提高企业自身品牌和质量的建设。但对于论坛口碑营销的操作者，网络水军的责任提及的很少。在我看来，使得现阶段论坛口碑营销走入误区的重要原因之一就是网络水军质量的良莠不齐，缺乏专业团队的操作，其结果必然糟糕。
