中文摘要：

互联网上的口碑传播活动越来越活跃，成为影响消费者购物决策的重要力量。本文首先阐述了网上口碑的内涵，指出网上口碑与传统口碑的不同之处。并对网上口碑的类型进行了描述。然后，分析了网上口碑对消费者决策的影响。以此为基础，讨论了企业开展网上口碑营销的应用策略。

英文摘要：

Along with the development of Internet, online reputation has great influence on consumer＇s decision. The paper explains the definition of online reputation and makes distinction between online reputation and traditional reputation, and classifies the types of online reputation. Then, it analyzes the influences of online reputation on consumer＇s decision. Finally, it discusses the strategies of online reputation marketing.