摘要
目的了解互联网烟草广告和促销现状,分析互联网平台上烟草广告的特征和趋势,探索烟草营销传播新动态,为相关部门的监督执法提供数据支持。方法通过网络爬虫技术,采用计算机自动识别关键词抓取,并结合人工判定方法,以5个高频词汇和11个烟草品牌为关键词,于2018年1-12月在11个网络平台上抓取烟草广告和促销信息。采用频次、构成比对广告和促销信息进行描述,采用时间线图对广告和促销信息发布频次随时间变化规律进行描述。结果2018年在互联网平台上抓取烟草广告和促销信息共221142条。在类别方面,烟民讨论(45.44%)、代理商促销(9.33%)、代购信息(10.61%)最多;在平台方面,微博声量最高(71.58%),其次为百度搜索(11.28%)和百度贴吧(5.33%);在时间方面,2月声量最低,5月达到第一次高峰,10月出现第二次声量低谷,11月大幅增加达到第二次高峰,符合企业营销规律;在品牌方面,外烟“万宝路”和“爱喜”声量最高,各占品牌声量的44.12%和19.87%;在高频词汇方面,“爆珠”所涉及的广告促销声量最高,占39.25%。结论互联网是烟草企业进行烟草广告和营销的重要平台之一,形式越来越多样,内容具有很强的诱惑性和隐蔽性,有关政府部门应依法进一步加强对互联网烟草广告和促销的监测和监管。
Objective This research aimed to understand the current situation of Internet tobacco advertising and promotion,analyze the characteristics and trends of tobacco advertising on the Internet platform,explore new trends of tobacco marketing communication,and provide data support for the supervision and law enforcement of relevant departments.Methods In this study,five high-frequency words and 11 tobacco brands were taken as the keywords.With these key words,the web crawler combined with the manual judgement method was used to capture the tobacco advertising and promotion information on 11 network platforms from January to December in 2018,by the way of identifying and tracking the key words automatically.After that,the frequency and composition ratio were used to describe advertising and promotion information,and the time chart was used to describe the change of advertising and promotion information release frequency with time.Results In 2018,total 221142 tobacco advertisements and promotion information could be captured on the selected platforms.Among the captured volumes,the smokers’discussion(45.44%),agent promotion(9.33%),purchasing information(10.61%)were the top three volume types,and the highest volume came from platform of microblog(71.58%)being followed by Baidu search(11.28%)and Baidu Post Bar(5.33%).Through the whole year,there were two volume peak months(May and November)and two volume valley months(February and October)could be viewed,which accorded well with the marketing law of enterprise.Amongst the tobacco brand being surveyed,the abroad tobacco brand,such as“Marlboro”(44.12%)and“Aixi”(19.87%),had the more brand volume than inland ones.From the high-frequency vocabulary point of view,“exploding beads”involved the highest advertising sales volume,accounting for 39.25%.Conclusions The Internet was one of the important platforms for tobacco enterprises to release tobacco advertising and execute their marketing,and their action became diversified in the form and temptatious and covert in content.Therefore,the relevant government departments should further strengthen the monitoring and supervision on tobacco advertising and promotion through Internet,according to law.
作者
段佳丽
温偲偲
赵雯雯
王观
黄亚阳
孙颖
DUAN Jia-li;WEN Si-si;ZHAO Wen-wen;WANG Guan;HUANG Ya-yang;SUN Ying(Beijing Center for Disease Prevention and Control/Beijing Center for Preventive Medicine Research,Beijing 100013 China)
出处
《首都公共卫生》
2020年第5期245-249,共5页
Capital Journal of Public Health
关键词
烟草广告
烟草促销
互联网
监测
Tobacco advertising
Tobacco promotion
Internet
Monitor
