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ID:40600348
大小:1.62 MB
页数:24页
时间:2019-08-04
《cic 2009 Syndicated Report Teaser- Notebook》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、NotebookReportTeaserAnIWOMCategoryOverviewReportfocusedonnotebookinChina:yourguidetonotebookconsumerinsightanddigitalintelligencefromInternetWordofMouth(IWOM)Production:CICNotebookTeamTimePeriod:2008Jan-Dec©2009CICABOUTTHISREPORT:OVERVIEW•CIC’sIWOMins
2、ightTMCategoryReportisathoroughintroductiontotheIWOMaroundtheNotebookIndustry.ThereportisidealforbrandsandmarketerswhowanttogainbetterinsightintotheinfluentialChineseInternetcommunityand/orwhoarelookingintocreateIWOMbasedmarketingcampaigns.Inordertopr
3、ovidethislevelofinsight,thereportaddressesthefollowingquestions:howmuchtalkisgoingon,what’sbeingsaid,who’ssayingit,whereisitbeingsaidandwhatdoesthatmeanforbrands.•ThisIWOMinsightTMCategoryReportgleansinsightanddigitalintelligencefromvariousInternetWor
4、dofMouth(IWOM)sourcesandprovidesinsightintoissuesregardingreputationmeasurement,consumerresearch,newmediastrategyandmarketinginspiration.CategoryOverviewReportforNotebook2ABOUTTHISREPORT:DESIGNANDMETHODOLOGY•Tocompletethisnotebookcategoryoverviewrepor
5、t,CICtracked1,065modelsfrom25manufacturersduringtheperiodof2008,collecting10,421,713BBS(onlinemessageboard)messagesfromtopconsumerelectronicsBBSinChina.Allcollectedmessageswerethencategorizedandminedaccordingtoalibraryofterms(includingInternetslang)th
6、atrepresentscompanies,brands,products,andattributes.•Allobvious“spam”andtrollmessagescalled灌水(guanshui)werefilteredout.Messagesthatcontainedthecorrectcharactersyetreferredtosomethingotherthantheintendedobjectwerealsofilteredout.CategoryOverviewReportf
7、orNotebook3ABOUTTHISREPORT:RESEARCHOBJECTIVESThisreportaimstogeneratesignificantinsightsandinformationforcompaniesinterestedinthenotebookindustryandsowillspecificallyfocusontopicsbasedaround:MarketingResearchCompetitiveIntelligenceCustomerRelations
8、hipManagementBrandEquityTrackingAndReputationManagementPublicRelationshipAndCrisisManagementMediaPlanningAndPurchaseCampaignIdeationCategoryOverviewReportforNotebook4ReportHighlights:•Howmuchonlinebuzzisthererelevanttonotebookcomputers?•Wh
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