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New Technology of Library and Information Service  2012, Vol. 28 Issue (7): 90-95    DOI: 10.11925/infotech.1003-3513.2012.07.14
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Applying of Content Analysis Method in Business Online Advertising Intelligence Extraction ——Based on Advertising of China Three Telecom Operators
Huang Xiaobin, Zhong Huixin
School of Information Management, Sun Yat-Sen University, Guangzhou 510006, China
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Abstract  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.
Key words： Content analysis method      Online advertising      Intelligence      Telecom operators     
Received: 20 May 2012      Published: 11 October 2012
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Huang Xiaobin, Zhong Huixin. Applying of Content Analysis Method in Business Online Advertising Intelligence Extraction ——Based on Advertising of China Three Telecom Operators. New Technology of Library and Information Service, 2012, 28(7): 90-95.

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http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.1003-3513.2012.07.14     OR     http://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2012/V28/I7/90

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