摘要
【目的】帮助企业实现精准营销,准确识别企业用户的群体特征。【方法】对微博文本进行情感分析,通过Ward聚类将微博发表者聚类成9类群体,并对微博用户进行影响力识别,从情感和影响力两个维度对各个用户群体进行分析,利用一种改进的客户价值矩阵方法辨别不同用户群体的特征。【结果】实验结果表明:9类用户群体对A手机品牌情感倾向存在较大的差异。A手机更受喜欢追赶时髦的女性群体以及从事IT行业的用户青睐,并且该群体影响力较大,能更有效地影响消费者购买该手机。【局限】在进行用户影响力识别时,仅考虑常用指标,未考虑用户微博被转发之后的级联影响力以及其他影响指标。【结论】本文方法能够较为准确地识别企业用户的群体特征,为企业实现精准营销提供帮助。
[Objective] This study tries to identify the characteristics of consumers, aiming to improve the performance of accurate marketing. [Methods] First, we conducted sentiment analysis of the Weibo texts. Then, we divided the Weibo users into nine groups with Ward clustering technique, and identified their influences. Thirdly, we analyzed each user group from the perspectives of sentiment and influence. Finally, we extracted the users＇ characteristics with a modified customer value matrix. [Results] We found significant differences among users＇ sentiments on a specific cell phone brand. The fashion-chasing women and IT industry workers were in favor of this brand. They could also convince members of other groups choose the same brand. [Limitations] We only included the common indicators to examine Weibo users＇ influences. [Conclusions] The proposed method could effectively identify consumers＇ characteristics and promote accurate marketing.
出处
《数据分析与知识发现》
CSSCI
CSCD
2017年第10期12-20,共9页
Data Analysis and Knowledge Discovery
关键词
群体特征分析
情感分析
用户影响力识别
客户价值矩阵
Group Feature Analysis Sentiment Analysis User Influence Identification Customer Value Matrix
