基于情感及影响力的微博用户群体特征分析——以A手机为例
发布时间：2018-07-16 20:22
【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。
[Abstract]:[objective] to help enterprises achieve accurate marketing and accurately identify the group characteristics of enterprise users. [methods] emotional analysis of Weibo texts was carried out, and Weibo publishers were clustered into 9 groups by Ward clustering. And the influence of Weibo user identification, from two dimensions of emotion and influence to analyze the user groups, An improved customer value matrix method is used to identify the characteristics of different user groups. [results] the experimental results show that there is a great difference in the emotional tendency of the group of 9 to A mobile phone brand. The trend of women and IT users, Moreover, the group is more influential and can more effectively influence consumers to buy the mobile phone. [limitations] in identifying the influence of the user, only the commonly used indicators are considered. Without considering the cascading influence and other influence indexes after the user Weibo is forwarded. [conclusion] the method in this paper can accurately identify the group characteristics of the enterprise users and provide help for the enterprise to achieve accurate marketing.
【作者单位】： 四川大学商学院;
【分类号】：F713.55;G252
本文编号：2127570
[Abstract]:[objective] to help enterprises achieve accurate marketing and accurately identify the group characteristics of enterprise users. [methods] emotional analysis of Weibo texts was carried out, and Weibo publishers were clustered into 9 groups by Ward clustering. And the influence of Weibo user identification, from two dimensions of emotion and influence to analyze the user groups, An improved customer value matrix method is used to identify the characteristics of different user groups. [results] the experimental results show that there is a great difference in the emotional tendency of the group of 9 to A mobile phone brand. The trend of women and IT users, Moreover, the group is more influential and can more effectively influence consumers to buy the mobile phone. [limitations] in identifying the influence of the user, only the commonly used indicators are considered. Without considering the cascading influence and other influence indexes after the user Weibo is forwarded. [conclusion] the method in this paper can accurately identify the group characteristics of the enterprise users and provide help for the enterprise to achieve accurate marketing.
【作者单位】： 四川大学商学院;
【分类号】：F713.55;G252
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，本文编号：2127570
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