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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.
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Received: 20 May 2012
Published: 11 October 2012
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