A Study On Communication Model Of Interactive Business Mini-Site

The rapid development of Internet has brought far-reaching influence on people. In the corporate Internet marketing, interactive web site is often an essential part, which is called MINISITE, or CAMPAIGN SITE. We choose "Interactive Website" as the object of study, and call it Interactive Commercial Minisite, with the purpose of decrypting precisely.In this study, we take Engagement Communication Perspective, and make a comprehensive analysis of Interactive Commercial Minisite by studying related mass communication theories and interactive communication models. We also had a lot of empirical research about the audiences. In two ways above, we propose a unique interactive communication model:engagement and vibration theory.We believe that Interactive Commercial Minisite and traditional media have significantly different characteristics. It plays its role by initiating, attracting, gathering audience and occupying their time and energy. The Interactive Commercial Minisite will always go through three processes, which are invitation, concentration and vibration, and finally achieve resonance with the audiences. In the three processes, the audiences and website system will both affect its effectiveness. Meeting the demand of the audiences in knowing information, entertainment, communication, and creating content, Interactive Commercial Minisite converge the audiences and occupy their time.Interactive Minisite can effectively spreading brand or product information, create amazing brand experience, enhance the brand associations, develop emotional connections between customer and brand, and reach a emotional tie belonging. Meanwhile, we found that the audience are always experiencing, creating and sharing in using Interactive Commercial Minisite, which we call FCS process.