By Bai Yide

An analysis of PCPOP

Introduction

It has focused on the creation of value and dissemination of information of IT products.

Performance maintains increased more than 100% per year.

用户传播源：好奇心 Founded in June 1998, it born with the first wave

of Chinese Internet.

Long-term Cooperation with many International enterprises with recognitionOf customers and readers.

Oldest

Focus

Growth Reputation

PCPOP is a professional community to communicate and share new information of IT products, and it currently has involved electronic commerce, that is, users can purchase IT products on it with a online payment. This presentation will analyze its marketing and branding, technological affordance and user experience.

Marketing and BrandingThree marketing integrated platforms ensure to influence the comprehensive targeting group of people.

InformationPlatform

Interactiveplatform• product community

• PCPOP space

Dataplatform• products• prices• dealers

mainstream

Pre-

sell new

s

Marketing and Branding

Areas:Facing the whole country, mainly the more economically developed regions: North, South, East, 83%

Yearly Income:White-collar workers have individual needs for refinement and quality of life, accounting for 57%.

Ages:18 to 35 years old is the mainstream of demand for IT products, accounting for 75%.

Educational background:Highly educated elites, independent thinking ability, personality, pay attention to taste 81%

One of vital strategies of PCPOP’s marketing and branding is its positioning. Specific and correct positioning is the main factors that lead it to get succeed.

Technological Affordance

Product BProduc

tC

ProductF

ProductD

ProductE

Product A

News Comments

MarketProducts

PricesProduct commun

ityHome page

Brand Space

Information platform

Data platform

Interactive platform

News CommentsMarketProductsPrices

Product communityHome page

News CommentsMarketProductsPricesProduct commun

ityHome page

Products as core establish the exclusive website for each hot product. The structure below is its integrated method.

Technological Affordance

Articles

Dealers

Price

Data

Parameter

Pictures

The pictures below are examples to show its structure for products.

relevance of product structure is the convergence of users, manufacturers and dealers with the product as core.

Relevant products

User experience Users wil have an overall understanding of the products, through a series of combination including information, pictures, data, interactive to meet the different needs of different users.

PCPOP fully use the advantages of the interactive network, to promote the brand image so that users have a deeper understanding.to products.

Interactive games survey with gifts comments with gifts try interactive question and answer Article game singers competition

Some interactive activities of PCPOP community:Competition including design and photograph Products auction Promotions

Interactive platform - Product Community and Club

Over 10 millions users Above pictures show some activities and these users use enthusiasm to show their vitality and use passion to infect everyone around them.

ThanksProducer: Bai Yide

Reference

• Holsapple,W.C. and Xue,Y.(2010). Taobao-A decision support system, Service Systems and Service Management, PP.1-5.

• Rygielski, C. W., Wang, J. C. and Yen, D. C., (2002), “Data mining techniques for customer relationship management,” Technology in Society, Vol. 24, No. 4, pp. 483-502.

• Shim, J.P., Warkentin, M., et al. (2002) Past, present, and future of decision support technology, Decision Support Systems, 33(2), pp.111-126.

• Weber, L (2007) Marketing to the Social Web: How digital customer communities build your business, John Wiley & Sons, Hoboken, NJ.

• Wen Xing. (2007) Information technology and online-trading. NanJing university.