"Yellow Pages" originated in North America, and the world's first yellow pages phone book appeared in the United States in 1880, with a history of more than 100 years. The Yellow Pages is an international industrial and commercial telephone directory arranged by enterprise nature and product category, which is equivalent to the household registration book of industrial and commercial enterprises in a city or region. The international practice is to print on yellow paper, so it is called yellow pages. At present, we often say that the yellow pages refer to the telephone book. At present, almost every city in the world has a telephone book (yellow pages) printed on this paper.

The so-called "yellow pages on the Internet" refers to the telephone directory which is distributed, disseminated and applied on the Internet by moving the traditional yellow pages to the Internet. However, "online yellow pages" is not a copy of the traditional yellow pages, its content is wider and its service functions are more diversified. It has incomparable advantages over traditional yellow pages. At present, it, together with the 1 14 phone book and the traditional yellow pages * * *, has become the three major ways to query city telephone numbers. From its future development direction, it will stand out from the three ways and become the most ideal query tool for people to query telephone codes and obtain customer information.

Yellow Pages is an authoritative information base medium with high recognition rate.

From the nature of the media, the Yellow Pages is essentially a communication tool and a social information base. Besides being a communication medium for searching telephone numbers, it is also a social information base and a tool for understanding and studying local political, economic, cultural, life and market information. Because the construction and compilation of information base and tools are extremely scientific and accurate, the information released by them has high authority and public trust under the action of "communication contract relationship" formed in long-term communication practice. For example, according to a survey, the recognition rate of yellow pages advertisements and other directory information in the United States is as high as 99%. Such a high recognition rate is unmatched by other types of mass media.

Yellow Pages is a media with unique advantages in integrated marketing communication.

From the perspective of integrated marketing communication, Yellow Pages, as a think tank media, plays an important role. Compared with other media, it has the following advantages:

Wide coverage and long release time

The corporate coverage rate of Yellow Pages is almost 80%. Through business expansion, Yellow Pages can completely cover all enterprises in the city, community or a certain field it serves. The yellow pages can be used at any time. Such a high coverage space and such a long continuous release time are difficult for radio, television, newspapers and other media to achieve.

The release speed is fast and the update is convenient.

After the relevant information of the enterprise is submitted, it can be seen on the internet immediately. Update in time. If your registration information changes, you can change it immediately without delaying the business development of the enterprise. It can be used flexibly for corporate image promotion, marketing, advertising promotion and public relations communication.

As the terminal link of consumers' purchase decision, it has a unique position in the process of promoting purchase behavior.

Yellow Pages is a medium to communicate enterprises and consumers by providing the most direct contact. From the content point of view, the Yellow Pages is closely related to citizens' lives. Provide the most direct contact telephone number information, and compile the basic contents of the information needed by ordinary residential users for daily consumption, including food, clothing, housing, entertainment, physical fitness, culture and education, medical drugs, transportation and communication, welfare, tourism, shopping, etc. It is close to citizens, close to life, convenient for life and consumption, and plays a guiding role in public life and consumption. Therefore, unlike most media that directly present advertising information to the audience, commercial information such as advertisements published in the Yellow Pages completely follow consumers' purchase intentions, and provide relevant information of enterprises in time when consumers look up telephone numbers, thus becoming the terminal link of consumers' purchase decision, and ultimately promoting consumers' purchase behavior. It can be seen that it is often in a very unique position and plays a unique role in the consumer's purchase decision-making process.

At present, China Yellow Pages still has an exclusive advantage in information dissemination.

At present, mass communication has entered the era of focus, newspapers, television, radio and other media are rapidly subdivided, and similar competition is becoming increasingly fierce. For example, at present, TV in many areas of China can receive more than 30 channels, and next year, with the use of broadband technical facilities, it can receive more than 100 channels. There are more than a dozen newspapers that are often widely read, but at present, the Yellow Pages in China are usually monopolized only within its coverage area. Publish commercial information and advertisements through this communication channel without worrying about being covered up by similar media information.

Query is quick and convenient

In order to facilitate enterprises to find ideal partners from tens of thousands of enterprises and institutions, we have designed a variety of query methods, such as keyword query, fuzzy query, advanced query and so on. As long as you know a little about the enterprise, even if it is only a few digits in the phone number and the approximate geographical location, you can easily find it.

Yellow Pages is a kind of media with low cost and great benefit.

According to the survey data, the cost of publishing all kinds of commercial information through the Yellow Pages is obviously much lower than that of other online media. From the survey results of media investment, we can see that the Yellow Pages is the most convenient and direct first choice for old customers to inquire about the media; From the point of view that investment can directly bring commercial benefits, the yellow pages can be called cheap and good.

There are more practical value-added services in the Yellow Pages.

Generally, other value-added services that meet the requirements of users have been launched on the yellow pages website, all of which are practical columns related to customers. Netizens can post some information in relevant columns according to their own needs. For example, in Harbin Yellow Pages, an "information through train" column was launched, in which customers can post information such as discounts, recruitment, enrollment and leasing.