cic 2009 Syndicated Report Teaser- Notebook

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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:MarketingResearchCompetitiveIntelligenceCustomerRelations

8、hipManagementBrandEquityTrackingAndReputationManagementPublicRelationshipAndCrisisManagementMediaPlanningAndPurchaseCampaignIdeationCategoryOverviewReportforNotebook4ReportHighlights:•Howmuchonlinebuzzisthererelevanttonotebookcomputers?•Wh