Research On Consumer Network Media Contacts In Web2.0 Digital Era

With the advent of the Web2.0 era, media environment has undergone tremendous change. The Internet is creating more network media contacts with more novel approach, channel and precise positioning of the audience. This has led to revolutionary changes in the advertising market.In the new media environment, the psychology, demand characteristics and consumer behavior patterns of the consumers have changed. Those changes affect the audience on the network media contacts. From traditional to internet communications era, the behavior mode of the public turn from the traditional mode(AIDMA) to the Diantong mode(AISAS). After a great deal of research, AISAS mode is put forward by Japanese Diantong Company. This is a new consumer behavior pattern based on the form of the changes in consumer life.This research summarizes the web2.0 digital age.And Network access to the consumer behavior also analyzed. New consumer behavior pattern (AISAS) indicate new consumer contact point. When in the stage of cognitive value analysis, collection of comparable data and purchase commodities ,the consumers will get the appropriate information through different contact point. In the stage of cognitive value analysis of consumption,portals and network video are important contact points. In the stage of information collection, the search engine and virtual community are important contact points. In the stage of purchasing,e-business website is an important contact point.In the stage of information sharing,virtual community is an important contact point. Based on the new consumer behavior pattern and combination of theory related to communication, I have made some suggestions on how to optimize these information contacts in the process of the brand information dissemination. This information contact points include Center Portals,Search Engine,Virtual Community,Network Video,E-Business Website.