摘要
基于百度指数平台获取2014-2022年古镇网络关注度数据,采用变差系数、比重指数、网络关注热度和地理集中度等方法分析三座古镇的网络关注度的时空特征.研究发现,网络关注度的月季变化趋势呈现双峰状态,峰值集中的月份为"五一"前期和"十一"节假日时段,淡季出现在12月至次年的1月;在空间特征上,古镇网络关注度表现出显著的地区差异性,网络关注热度较高的区域主要分布在周边地区;基于波士顿理论,将古镇地理市场细分为瘦狗、问题、金牛和明星四种类型进行差别化宣传策略.
Abstract
Utilizing data from the Baidu Index platform,network attention metrics for three ancient towns(Zhouzhuang,Tongli and Luzhi)from 2014 to 2022 were obtained.The spatial and temporal characteristics of network attention for these towns through various statistical measures were analyzed,including the coefficient of variation,specific gravity index,network attention heat,and geographic concentration.The findings indicate that the monthly and seasonal trends of network attention exhibit a bimodal pattern,with peaks occurring during the"May Day"and"National Day"holidays,while the off-peak season is observed from December to January of the subsequent year.Regarding spatial characteristics,significant regional disparities are noted in network attention,predominantly concentrated in areas surrounding the ancient towns.Furthermore,applying Boston's theory,the network attention of the three towns is categorized into two distinct regions.The geographic market of these ancient towns is further subdivided into four types(thin dog,problem,golden cow,and star)each necessitating a tailored publicity strategy.
维普
万方数据