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《cic 2009 Syndicated Report Teaser- Automobile》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、AutomobileReportTeaserAnIWOMCategoryOverviewReportfocusedonAutoinChina:yourguidetoAutomobileconsumerinsightanddigitalintelligencefromInternetWordofMouth(IWOM)Production:CICAutomobileTeamTimePeriod:2008Jul-DecABOUTTHISREPORT:OVERVIEW•CIC’sIWOMinsightTM
2、CategoryReportisathoroughintroductiontotheIWOMaroundtheAutomobileIndustry.ThereportisidealforbrandsandmarketerswhowanttogainbetterinsightintotheinfluentialChineseInternetcommunityand/orwhoarelookingintocreateIWOMbasedmarketingcampaigns.Inordertoprovid
3、ethislevelofinsight,thereportaddressesthefollowingquestions:howmuchtalkisgoingon,what’sbeingsaid,who’ssayingit,whereisitbeingsaidandwhatdoesthatmeanforbrands.•ThisIWOMinsightTMCategoryReportgleansinsightanddigitalintelligencefromvariousInternetWordofM
4、outh(IWOM)sourcesandprovidesinsightintoissuesregardingreputationmeasurement,consumerresearch,newmediastrategyandmarketinginspiration.CategoryOverviewReportforAutomobileIndustry2ABOUTTHISREPORT:DESIGNANDMETHODOLOGY•Tocompletethisautomobilecategoryoverv
5、iewreport,CICtracked441modelsfrom81manufacturersduringthe2ndhalfyear2008,collecting38,878,889BBS(onlinemessageboard)messagesfromtopautomobileBBSinChina.Allcollectedmessageswerethencategorizedandminedaccordingtoalibraryofterms(includingInternetslang)th
6、atrepresentsAutomobilemanufacturers,brands,products,andattributes.•Allobvious“spam”andtrollmessagescalled灌水(guanshui)werefilteredout.Messagesthatcontainedthecorrectcharactersyetreferredtosomethingotherthantheintendedobjectwerealsofilteredout.Forexampl
7、e,“大众”theChinesenameofVolkswagen,whenreferringto“people,”andnotthebrand,wasnotcounted.•Modelsareclassifiedutilizingcategorizationcommonlyusedontopautomobilesites:mini,small,compact,middle,premium,SUVandMPV(large,luxurycarsareincludedinpremiumcarcatego
8、ry).CategoryOverviewReportforAutomobileIndustry3ABOUTTHISREPORT:RESEARCHOBJECTIVESThereportprovidesasystematicunderstandingoftheIWOMandinternetcommunityaroundautomobilesonline.Theresearchprovidesconsumerintelligenceforbrandsandmarketersinthein
