5S service means smile, skill, simple, speed and satisfaction. This is not only a service standard, but is also a steelyard judging the public-praise of the quality for products and services. Great public praise is not only a kind of glory for the company, but also a marketing instrument with high efficiency and low cost.

　　Public praise is magic. For products of the same series, people are more likely to choose those recommended by friends than those only appeared in advertisements, because they find the public praise more reliable. So if enterprises know the skill of using the word-of-mouth effect in the marketing process, they will get the unbelievable benefit that can not be realized by ordinary advertisement.

　　Ordinary customers get the product information from 2 sources: advertisements made by the manufacturer and public praise. The former source has a lot of insurmountable deficiencies. Firstly, the customers might get numb or even bored when facing the wanton and indiscriminate bombing of advertisements; and secondly, lots of advertisements convey fake information or exaggerate the goodness of the products, which diminishes the customers’ trust on advertisements and damaged their image. But the reliability and persuasion of public praise in conveying the product information is significant.

　　Based on the research and practical marketing experience, Lange Zhiyang Group has brought forward the concept of “Compounded Word-of-mouth marketing”, which is superior to ordinary advertising mode in both pertinence and efficiency. “Compounded Word-of-mouth Marketing” is materially different from the simplified word-of-mouth marketing because it emphasizes the combination.

　　Now let’s discuss the 3 steps in implementing the word of mouth marketing:

　　First step---instigate the trend followers and enable them to experience the reliability and superiority of the product. These leading consumers will tell their friends about the texture, material and function of the product at the earliest time, or talk about the manufacturer, the 5S system and considerate service of the agencies with their acquaintances, which might draw the attention of others to a certain new product or even a new song or service. Tremor advertising system of P&G Company has attracted lots of attention and raised broad discussion. In our opinion, the word-of-mouth marketing of Tremor advertising is really vigorous; it improves the reputation of products by public praise. P&G has invested some time and money, and it succeeded in getting great benefit from the word-of-mouth marketing.

　　We deeply believe that the influence of products can be improved by inspiring the elite consumers to realize the public-praise compounding. The companies of famous brands such as P&G, Amway, and Wuliangye, they have always tried hard to develop public praise marketing. On the one hand, they stimulate the purchasing desire of customers by all means; on the other hand, they combine with the public praise marketing to enlarge the customer group and adopt the “one to one” word-of-mouth strategy to decrease the operation cost and enlarge the consumption volume.

　　Step 2--- value

　　If the person conveying information is dishonest, the word-of-mouth marketing will be inefficient and meaningless. Any company aiming at improving the brand value through public praise should take pain in improving its product quality and providing highly efficient and all-around service.

　　When the consumer uses a new product for the first time, he might ask himself: is this product worth recommending? Quality and value is the pass for the survival of a product, because the customers only publicly praise the things that are truly reliable and valuable. When the information of a product or service is pleasantly and naturally mentioned by people and recommended to each other, we will consider that product or service to be valuable, because its public praise can be easily formed.

　　Step 3--- return

　　When customers buy a product because of the information they have got from the media or friends, they are expecting to get corresponding return from it. If the product provided by a profit-oriented company makes the customers feel benefited, the company will successfully popularize the product or service in the market and get great profit with low cost.

　　The brand promotion of these companies is extremely successful and attractive because of the systematic, professional and diversified features of public praise marketing. As the word-of-mouth marketing brings benefits for both the companies and customers, it has great market potential and shall be further exploited and developed.
As a brand-new marketing strategy, the word-of-mouth marketing is just like traditional pricing, promotive and channel strategies; it is just a creative method catering to the practical marketing condition. Therefore, the scientific and systematic marketing concept developed by Lange Zhiyang Marketing Consultation Company will surely cater the demand of the new era and high efficiency and low cost.