手机行业网络口碑研究报告.pdf

WHITE PAPER The Talk About Phones: An overview of Internet Word of Mouth discussions around mobile phones on Chinese BBS June 2007 © 2007 CIC BACKGROUND* • This white paper is an overview of community and discussion around 4,997,258 BBS (online message board) messages written by 731,403 unique users related to mobile phones or coming from online mobile phone communities during the period of January 1, 2007-March 31, 2007. • The discussions were mined using CIC’s proprietary data collection and text mining tools and methodology. • This type of systematic research of such a rich and unique resource can generate significant insight and is a necessary part of research and intelligence gathering for any company involved in the mobile phone industry. Accompanying presentation slides located here or on *This white paper was conducted independently and is not sponsored by any manufacturer or any organization. 2 SUMMARY OF FINDINGS • Approximately 70% of all BBS message content covered in this white paper was created by 20% of the content creators (posters) • Community influence, as defined by message initiation, inspiration and participation, can be systematically tracked • Online mobile phone communities have their own culture and their own unique language. For example, Motorola E2 is called “e-rabbit” because the English pronunciation of “2” sounds like the Chinese pronunciation of “兔(rabbit)” • The 18 brands and 600 models tracked for this study were mentioned in 923,295 messages; 613,371 messages mentioned 15 attributes and/or 118 sub- attr