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The Research on the Supervision by Public Opinion of the Network Marketing Communications

Author: SunZuo
Tutor: ShuYongPing
School: Huazhong University of Science and Technology
Course: Advertising and PR
Keywords: Network marketing transmission Supervision by public opinion Netizen
CLC: G206
Type: Master's thesis
Year: 2013
Downloads: 15
Quote: 0
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Abstract


With the popularization of Internet, network marketing transmission has become animportant way of product promotion and brand building for enterprise. Many enterprisesare unable to use it correctly as the pattern is just a beginner, which results in harm for itsown brand and the interests of consumers. At the same time, the supervision by publicopinion of Internet users also reach a high pick along with the popularization of Internet.Netizens supervise not only social event but also the mendacity and evil during networkmarketing transmission.This paper mainly uses the method of content analysis to study the case about thenetizens chasing for truth and public opinion supervision for enterprise network marketingtransmission.Through the analysis of the transmission process and the supervisionbehavior of netizens, doing heat analysis and statistics of webpage analysis, search engine,news thread, opinion leaders forum, blog, design a set of index system. Each sample case,set the "traditional media attention, portal, Internet users attention" three primary gradeindexes. Part of the primary index is refined into a plurality of two indicators, in order toget the growth of network public opinion, and opinion of fluctuation.Rules of public opinion supervision during enterprise doing network marketingtransmission are concluded from these studies. And we found in extremely highparticipation in some false network marketing communication. Then to promotedevelopment through public opinion supervision, to help to expose the truth, to ruleindustry norms, and to promote the improvement of law, to echo strong social impact.At the last part of the paper, I will give some suggestion for enterprises in theapplication in the network marketing communication strategy. In order to help enterpriseto improve the control ability of network public opinion effectively and to complete thecrisis public relations quickly in the future.

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