广告主的信息满足服务研究——基于对50家国内企业网络空间的内容分析-research on advertisers information satisfaction service - based on content analysis of 50 domestic enterprises cyberspace.docx

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2018-06-05 发布于上海
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广告主的信息满足服务研究——基于对50家国内企业网络空间的内容分析-research on advertisers information satisfaction service - based on content analysis of 50 domestic enterprises cyberspace.docx

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广告主的信息满足服务研究——基于对50家国内企业网络空间的内容分析-research on advertisers information satisfaction service - based on content analysis of 50 domestic enterprises cyberspace

AbstractThisstudyinvestigatestheconditionsthatadvertisersprovideinformationsatisfactionservicetoconsumersfrominternet,byanalysingthecontentofcorenetworkspacefrom50samplecompanies.Informationsatisfactionservicemeansthatadvertiserssatisfyconsumer’sneedsofinformationsearchingthroughtransmittingadvertisinginformationandbusinessinteractionbyusingitsownbrandcorenetworkspace.Brandcorenetworkspaceincludestheofficialsmurfwebsite,e-commerceplatform,mobileinternetadvertisingplatformandsocialmediaplatform,allofwhichdevelopwiththebrand.Advertisers’informationsatisfactionservicenolongerjustprovidesbusinessinformation.Thechangeincludesthat:inthetraditionalway,advertisers’informationsatisfactionserviceistoprovidesbusinessinformationande-commercefunction.Butundernewconditions,itaddstwonewservice.First,providingmoreconvenientandefficientaccesstoinformation,suchasappsfordiscount,officialsmurfwebsiteinmobilephoneedition,QRcodeapps.Thesecondnewserviceisbrand’ssocialmediaplatform,suchasnetworkcommunityandforum.Consumerstrustthefeedbackfromtheothersmorthanever.Atlast,ifadvertiserswanttoprovidegoodinformationsatisfactionservice,theyshouldfollowfewpointsasbelow:First,providingcomprehensiveconsultationinformationbusiness;Second,providingconvenientlinksofe-commerce;Third,providingfastaccesstoadvertisementinformation;Fourth,makeagoodplatformforconsumerinformation’sinterconnection.Allofthefourpointshappensinthefewcorenetworkspace,whichincludesofficialsmurfwebsite,e-commerceplatform.Keywords:Advertiser,ConsumerInformationSatisfaction,AdvertisingCommunication,MarketingNewTrend目录摘要.........................................................................................................IAbstract...................................................................................................II1绪论1.1研究背景..................................................................................（1）1.2研究意义..................................................................................（3）1.3研究方法...............