基于京东商城在线评论的国产干红葡萄酒消费特征分析
Analysis of Domestic Dry Red Wine Consumption Characteristics Based on Online Reviews in JD Mall
戈文尚 1程梦琳 1张军翔 2仉瑞3
作者信息
- 1. 宁夏大学葡萄酒与园艺学院,宁夏银川 750021
- 2. 宁夏大学葡萄酒与园艺学院,宁夏银川 750021;宁夏葡萄与葡萄酒研究院,宁夏银川 750021
- 3. 宁夏葡萄与葡萄酒研究院,宁夏银川 750021;宁夏大学经济管理学院,宁夏银川 750021
- 折叠
摘要
移动终端的全民普及重塑了买卖双方的交互关系,消费者发布线上评论的热情持续高涨,各大电商平台由此产生的评论数据为解决企业对消费者需求、了解产品不足提供了突破口.本文以京东商城国产干红葡萄酒的在线评论为数据来源,通过Python对评论内容进行提取,分析了消费者对产品不同属性的关注点及关注程度.结果表明,消费者的关注点集中在干红葡萄酒的口感、物流服务、性价比和品牌知名度等方面.这可为酒庄新品开发、产品定价、售后服务和品牌建设及管理等带来启示,并为产品数字化精准营销提供决策依据.
Abstract
The popularity of mobile terminals has reshaped the interactive relationship between buyers and sellers,and the enthusiasm of consumers to publish online comments continues to rise.The comments data generated by major e-commerce platforms provide a breakthrough for enterprises to solve the problem of insufficient understanding of consumer needs.This paper taked the online reviews of domestic dry red wine in JD.com Mall as the data source,conducted text analysis of the review content through Python,and analyzed consumers'concerns and degrees of concern on different attributes of products.The results showed that consumers focus on wine taste,logistics service,price performance and brand awareness.This could bring enlightenment to new product development,product pricing,after-sales service,brand building and management,and provided a decision-making basis for product digital precision marketing.
关键词
干红葡萄酒/在线评论/消费特征/PythonKey words
dry red wine/online reviews/consumption characteristics/Python引用本文复制引用
基金项目
国家重点研发计划(2019YFD1002504)
出版年
2024
国家科技期刊平台
NSTL
维普
万方数据