digital presentation sun yi
TRANSCRIPT
An introduction of Dianping
By Sun Yi
www.dianping.com
INTRODUCTION• Dianping is a platform to introduce the information over people’s
daily life including restaurant, hotel, shopping center and so on with plenty of reviews which come from users. Also, The word of “Dianping” means review or comment in Chinese. Some functions of Dianping are similar to Yelp but Dianping enrich itself and more diversity than Yelp. In fact, it is equal to a combination of Yelp, Trip Adviser and Groupon, and it has prepared for a IPO in NASDAQ. And Dianping has involved electronic commerce and through it, any payment can be achieved optionally. This PPT will introduce and analyze following three aspects:
• 1. Marketing and Branding
• 2. Technological Affordance
• 3. User Experience
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Marketing and BrandingPromotePromote
brandbrand Strengthen the website
brand image of
objectivity, rich, and
public shared
Website Website PromotionPromotion
Increase PV and active
users and promote its
influence in important cities
FacilitateFacilitateProfitsProfits
Establish membership
Expand Catering Partners
Promote the sale of
publications
Clues of Marketing and BrandingDaily dissemination as a basis continues to maintain brand that frequently appears in the media, increasing exposure of network users, co-tenants and all social groups.
In addition to regular daily dissemination of content, Dianping focuses on the its mode, social
hot topics occasion (such as special point in time Web2.0,3G, Internet marketing topics, Mid-
Autumn Festival, Christmas, etc.) as well as cooperating with the traditional media
InterneInternett
MarketiMarketingng
EventEventMarketiMarketi
ngng
DailyDailyDissemiDisseminationnation
Aiming to two main profit groups (white-collar workers, business people, etc.) with two levels of activities promote interactive marketing between Dianping and individuals.
Surrounding predictable topic or event (such as the Olympic holidays) can plan activities, manufacture topics, form media, enhance the influence to promote brand awareness.
Dianping fully uses the characteristics of online media spread including flexibility interactive features,
to expand online marketing;The integrated use of a variety of online news, forums hype, network activity, form integrated
communication.
Technological AffordanceThe below picture is the home page of Dianping and it includes a search engine and categories of service and some introductions
Search engineCity
categories of service
Website navigation
Account management and member center and other sevice
Recommendation
Technological AffordanceWhen ones search a key word, a list will be shown. And a restaurant or other entity store is selected, the specific content will be listed.
List with search results Key words
The business information and its address and phone number( This example is a buffet restaurant )
Discount information
Service information, these are regarding food
pictures
Technological AffordanceThe centrality of Dianping is the reviews which come from the users. Therefore, these reviews would be combining the objective and subjective opinions. When ones need understand a store or other businesses comments, they can click the button of “check reviews” to achieve.
Button of reviewsUser User’s reviews
Some true pictures
of users
User experienceThe five main aspects have obtained highly satisfaction of users:
Group Purchase
Favorable card
Key words Sign in
A B C D
Effective and it has
become a habit
Accurately deliver
discount information
for users
It enables co-tenant to find users
due to users’
preference.
More gifts will give
users when they
reviewed.
E
City connection
personalized web pages and in time
market feedback contribute users can find they
need conveniently
THANKS
By Sun Yi
Reference• Fei, G., Mukherjee, A., Liu, B., Hsu, M., Castellanos, M., & Ghosh,
R. (2013). Exploiting burstiness in reviews for review spammer detection. In ICWSM.
• Huang, T. (2013). Personalized pricing and capacity management in electronic markets. Mimeo University College London.
• Li, F., Huang, M., Yang, Y., & Zhu, X. (2011). Learning to identify review spam. In Proc. of IJCAI International Joint Conference on Artificial Intelligence, volume 22. 2488.
• Mukherjee, A., Liu, B., & Glance, N. (2012). Spotting fake reviewer groups in consumer reviews. In Proc. of the 21st international conference on World Wide Web. ACM, 191–200.
• Mukherjee, A., Liu, B., & Glance, N. (2012). Spotting fake reviewer groups in consumer reviews. In Proc. of the 21st international conference on World Wide Web. ACM, 191–200.