互动网络的新解构主义（New deconstruction of interactive network）.doc

互动网络的新解构主义（New deconstruction of interactive network） How to carry out brand network communication effectively in interactive network environment increasingly mature? Interactive network communication is no longer strange to you. The application of interactive network communication is no longer the topic of discussion. The application of interactive network optimization is that we need to think about. To answer this question, we must be very clear understanding of consumer media habits and marketing media habits. To this end, in September 2007 Sinomonitor and i-merge Chinese cooperation conducted an investigation for the interaction between consumers and marketers of the media, in the online survey of 1200 consumers and 400 of marketers, we can find the interactive network environment now has formed a certain climate, consumers are high dependency for interactive networks attitude is. High viscosity and depth; and from the marketing point of view, the overall attitude of interactive network is a low enthusiasm, low acceptance and low involvement. - let us analyze todays consumers for attitude of the media, can have the following findings: 1). The consumer brand awareness, brand is the most important channel to understand the Internet, followed by television and newspapers. 2). The Internet is the most effective influence consumer purchase decision of the media, followed by relatives and friends recommend. 3). The majority of consumers use the product, if very satisfied or very dissatisfied to relatives and friends to talk, but relatively speaking, they talk about the positive information than negative information; consumers will because the brand reputation and talk about, but much lower than the proportion of their use experience. 4). On average, a consumer will and 8 people talk about the topic of the brand in a month, of which 17% of consumers and more than 10 people talking about the topic of the brand. - face-to-face communication is the main mode of transmissi