内容分析法在商业网络广告情报萃取中的运用——以中国三大电信运营商为例

Applying of Content Analysis Method in Business Online Advertising Intelligence Extraction——Based on Advertising of China Three Telecom Operators

运用内容分析法,借助可视化工具UCINET,分析中国三大电信运营商网络营业厅横幅广告中隐含的营销战略和企业战略情报。结果表明:通过网络广告内容分析法能有效地萃取电信运营商的营销战略和企业战略情报,而且萃取出的企业战略情报与企业的真实战略有较好的一致性,说明内容分析法是一种行之有效的商业网络广告情报萃取的方法。

This paper applies the content analysis method combined with visualization tools UCINET to extract the marketing strategies and corporate strategic intelligence from banner advertising of three China telecom operators＇ online business hall. The results show that the content analysis method can effectively extract the marketing strategy and corporate strategic intelligence of telecom operators. Moreover, the strategies extracted from advertising are in good agreement with the company＇ s real strategies. Therefore, the content analysis method is an effective method for extracting business online advertising intelligence.