基于地理位置服务的交互式信息平台营销传播价值分析  

Analysis on marketing communication value of LBS interactive information platform

作　　者：张金海[1] 聂莉[1] 

机构地区：[1]武汉大学新闻传播学院

出　　处：《广告大观（理论版）》2012年第4期9-14,共6页Journal of Advertising Study

摘　　要：在移动互联网络下,新的技术平台不断更新与涌现,其中最具代表性的是2010年以来在全球迅猛发展的基于移动位置服务(LBS—Location Based Service)技术的手机应用。本文针对LBS的网络交互式信息平台本质,对实地体验基础上的信息分享所带来的营销传播价值进行分析,认为LBS所搭建的新型网络社交平台将虚拟世界的信息传播与现实世界的体验完美结合,将交互性发挥到了极致,用户完全主动地参与,高度聚集可营销人群,使实现全方位的社会化网络营销成为可能,具有极大的商业价值。In Mobile internet, new technology platforms are constantly updated and springing up, among which the best representative is the application of LBS （Location Based Service） to mobiles. The technology of LBS has been booming and developing rapidly throughout the globe since 2010. Based on the nature of network-interactive information platform of LBS, the paper makes an analysis of the value of marketing and transmission brought by information sharing based on field experience. It holds that new-typed network social, platform constructed by LBS achieves a perfect combination between the information transmission of the virtual, word and the experience in the present world and brings interactivity into full, play. With the help of this new platform, users can take part with an absol.ute willingness and full, initiative, which helps gather those potentially-targeted marketing peopl.e to a great degree and makes it possible to realize all-round socialized network marketing. Therefore, this platform embodies great commercial value.

关 键 词：移动互联 交互式信息平台 LBS 营销传播 

分 类 号：F713.8[经济管理—广告]