Sou Hu Cai Jing·2025-06-11 06:38Core Insights - The overall brand communication effectiveness of Shandong listed companies showed improvement in April 2025, with an average INC index of 588.49, reflecting a 0.43% increase from March [1][3] - The company with the highest increase in ranking was Zhongchuang Logistics Co., Ltd., which rose by 156 positions, while Zhiyang Innovation Technology Co., Ltd. experienced the largest drop, falling by 132 positions [1] INC Index Overview - The INC index, or Internet Communication Influence Index, serves as a quantitative evaluation system for brand communication effectiveness in the digital age [2] - The index evaluates dimensions such as communication breadth, heat, online attention, and official website presentation [2] Industry Level Analysis - The average INC index of 588.49 indicates that most brands in the industry are maturing and gaining more attention, with both brand voice and social concern on the rise [3] - The skewness coefficient of the INC index is 0.77, indicating a moderate right-skewed distribution, where a few units exhibit outstanding communication influence, enhancing the overall industry INC level [3] Communication Breadth Analysis - The average communication breadth index for April was 2.73, categorized as "standard level" [5] - Eight companies achieved the highest level (5), including Qingdao Beer Co., Ltd. and Haier Smart Home Co., Ltd. [5] - A total of 68 companies reached level 4 ("upgraded level"), while 212 companies were at level 3 ("standard level") [5] Communication Heat Analysis - The average communication heat index was 2.36, also at the "standard level" [6] - Five companies reached the highest level (5), including Qingdao Beer Co., Ltd. and Haier Smart Home Co., Ltd. [7] - A total of 50 companies achieved level 4, indicating strong activity and high information engagement [7][8] Online Attention Analysis - The average online attention index was 1.6, categorized as "regional attention" [9] - 107 companies reached level 3 or above ("national attention"), including Qingdao Beer Co., Ltd. and Haier Smart Home Co., Ltd. [10] - 114 companies were at the lowest level ("sporadic attention"), indicating low brand awareness [10] Official Website Presentation Analysis - The average official website presentation index was 1.08, below the "standard level" [11] - Two companies achieved the highest level (5), including Haier Smart Home Co., Ltd. [12] - A total of 176 companies were at the lowest level ("deep water level"), indicating poor website visibility [12]