基于UGC的服务型团购企业营销竞争力提升研究

发布时间：2018-05-14 08:41

本文选题：UGC + 团购口碑　；参考：《武汉理工大学》2015年硕士论文

【摘要】：2008年美国的团购网站Groupon取得了巨大成功,随后其商业模式迅速风靡全球。2014年我国团购交易额达776亿,较去年同期相比增加420亿,增长率达118%,发展极其迅猛。面对这种高速增长的新兴电子商务模式,对于消费者而言,这种模式不仅提升了购买的主动性和议价能力,而且降低了他们的交易成本和风险,还获得了高质量、实惠的产品和服务;对于团购企业而言,这种模式提高了自身的人气、知名度、扩大了市场份额。而随着行业间竞争的加剧,团购企业期望依靠用户生成内容的口碑推荐进行营销,从而团购企业需要了解如何从用户生成内容中提取相关信息、用户生成内容的口碑推荐对团购企业营销竞争力的影响程度、如何根据团购企业营销竞争力的影响因素更好地制定自身的团购营销策略等。因此,分析UGC(用户生成内容)对服务型团购企业营销竞争力的影响具有了重要的意义。本文根据市场营销竞争力构成要素结合服务型团购企业自身的特点选取服务型团购企业顾客访问量作为服务型团购企业营销竞争力的度量;在国内外关于团购企业营销竞争力的研究成果基础上,立足国内服务型团购的特点和现状,结合UGC,从服务型团购企业的总体情感极性数字评分、价格数字评分、服务质量数字评分、退款数字评分、商家线下服务数字评分、商家数量数字评分、总体文本情感倾向分值、知名度八个方面构建出服务型团购企业营销竞争力影响因素模型假设;再利用软件进行第三方平台网页数据抓取工作,对抓取后的UGC文本采用基于监督学习的文本情感分类技术进行定量化,并对模型中所涉及的UGC数据根据实际情况进行不同的优化处理工作。最后论文运用SPSS软件对构建的相关模型进行统计分析,揭示了服务型团购企业营销竞争力的各影响因素的显著性,解释了统计结果的内在原因,并在研究结论的基础上,提出了切实有效的营销策略,帮助服务型团购企业提升营销竞争力。论文研究成果丰富了现有的团购领域利用顾客在线评论对服务型团购企业营销竞争力影响的理论研究,并为服务型团购企业管理者更好地制定营销策略提供指导,消费者也可以借此降低交易成本和购买风险。
[Abstract]:Groupon, a U.S. group-buying website, was a huge success in 2008, and its business model quickly swept the world. In 2014, China's group buying volume reached 77.6 billion, an increase of 42 billion over the same period last year, a growth rate of 1180.The growth rate was extremely rapid. In the face of this rapidly growing new e-commerce model, for consumers, it not only increases their purchasing initiative and bargaining power, but also reduces their transaction costs and risks, and achieves high quality. Affordable products and services; for group-buying companies, this model increases their popularity, visibility and market share. With the intensification of competition among industries, group buying enterprises expect to rely on the word-of-mouth recommendation of user-generated content for marketing, so group buying enterprises need to know how to extract relevant information from user-generated content. The degree of influence of user-generated content recommendation on the marketing competitiveness of group buying enterprises, and how to better formulate their own marketing strategies according to the influencing factors of group buying enterprises' marketing competitiveness, etc. Therefore, it is of great significance to analyze the influence of UGC (user generated content) on the marketing competitiveness of service group buying enterprises. This article selects the customer visit quantity of the service group purchase enterprise as the measure of the service group purchase enterprise's marketing competitiveness according to the composing factor of the marketing competitiveness and the characteristics of the service group purchase enterprise. On the basis of the research results of the marketing competitiveness of group buying enterprises at home and abroad, based on the characteristics and present situation of domestic service group buying, combined with UGC, the paper points out the total emotional polarity and price numbers of service group buying enterprises. Number score of service quality, score of refund number, score of offline service number of merchants, score of emotional tendency of overall text, The influence factor model hypothesis of marketing competitiveness of service group buying enterprise is constructed from eight aspects of popularity, and the third party platform web page data capture work is carried out by software. The text emotion classification based on supervised learning is used to quantify the captured UGC text, and the UGC data involved in the model are optimized according to the actual situation. Finally, the paper uses SPSS software to carry on the statistical analysis to the related model, reveals the significance of the factors influencing the marketing competitiveness of the service group buying enterprises, explains the internal reasons of the statistical results, and on the basis of the research conclusion. Effective marketing strategies are put forward to help service group buying enterprises to enhance their marketing competitiveness. The research results enrich the theoretical research on the influence of online customer reviews on the marketing competitiveness of service group buying enterprises in the field of group buying, and provide guidance for the managers of service group buying enterprises to better formulate marketing strategies. Consumers can also use this to reduce transaction costs and purchase risks.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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