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【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。
[Purpose] To help enterprises achieve accurate marketing and accurately identify the group characteristics of enterprise users. 【Method】 The author analyzed the Weibo text emotionally, and clustered Weibo publishers into 9 groups by Ward clustering, and identified the Weibo users’ influence, conducted each user group from the two dimensions of emotion and influence Analysis, using an improved customer value matrix method to identify the characteristics of different user groups. [Results] The experimental results show that there are great differences among the 9 types of user groups in the emotional tendencies of A mobile phone brands. A mobile phone is more favored by consumers like to catch up with the trendy female groups and those engaged in the IT industry, and the influence of this group is more powerful and can more effectively affect consumers to buy the mobile phone. [Limitations] When performing user influence identification, only common indexes are taken into consideration, without considering the cascade influence and other impact indicators after the user Weibo is forwarded. 【Conclusion】 The method of this paper can identify the group characteristics of enterprise users more accurately and help enterprises achieve accurate marketing.