基于LDA算法的旅游企业微博营销研究

发布时间：2019-05-18 20:52

【摘要】：随着微博的发展和普及，微博营销以其独有的传播精准性、信息透明性和人性化交互受到了越来越多的公司和企业的关注。旅游业是典型的信息密集型行业。对于强调用户体验的服务业来说，及时的了解客户需求、掌握企业舆情、提供个性化服务和非正式沟通都会帮助旅游企业营销达到事半功倍的效果。因此，如何利用企业微博这一高效的营销工具增加企业的口碑和业绩，是旅游酒店行业的一个创新的探索过程。本研究从定性和定量的角度，对新浪微博中来自三个旅游细分行业的30家旅游代表企业的微博营销现状进行分析。并根据微博的话题、图片、转发、表情等属性，以及网络用语的时效性和变体性等特点，将LDA (Latent DirichletAllocation)算法准确的应用在微博研究中。使用LDA算法对旅游企业发布的微博内容进行主题挖掘，最终通过构建旅游企业微博营销效果的多元线性回归模型，，得到了旅游企业微博营销效果同企业发布微博内容的内在联系。研究的结果表明，旅游企业微博营销正处于发展阶段，细分行业间差异较大，旅游网站细分行业最擅长使用微博进行营销。旅游企业微博营销需要提高对粉丝质量的控制，在广泛使用微博图片增加营销效果的同时，还应注重对短链链接的使用。在微博内容上，属于活动促销、旅游信息和粉丝互动三类话题的微博对旅游企业营销最为有效。本研究能够为学者在后续对微博营销的研究中提供技术和方法上的支持和参考，并对未来旅游企业微博营销的运作给出合理建议。
[Abstract]:With the development and popularization of Weibo, Weibo marketing has been paid more and more attention by more and more companies and enterprises because of its unique communication precision, information transparency and humanized interaction. Tourism is a typical information-intensive industry. For the service industry, which emphasizes user experience, timely understanding of customer needs, mastering corporate public opinion, providing personalized services and informal communication will help tourism enterprises to achieve twice the result with half the effort. Therefore, how to use Weibo, an efficient marketing tool, to increase the reputation and performance of enterprises is an innovative exploration process in the tourism hotel industry. From a qualitative and quantitative point of view, this study analyzes the current marketing situation of Weibo in 30 tourism representative enterprises from three tourism subsectors in Sina Weibo. According to the topics, pictures, forwarding, expression and other attributes of Weibo, as well as the timeliness and variability of network language, the LDA (Latent DirichletAllocation) algorithm is accurately applied to Weibo research. The topic mining of Weibo content published by tourism enterprises is carried out by using LDA algorithm, and finally, the multiple linear regression model of Weibo marketing effect of tourism enterprises is constructed. The internal relationship between the marketing effect of Weibo and the release of Weibo content is obtained. The results show that Weibo marketing of tourism enterprises is in the stage of development, and there are great differences among subindustries. Tourism website segmentation industries are best at using Weibo for marketing. Weibo marketing of tourism enterprises needs to improve the quality control of fans. While widely using Weibo pictures to increase the marketing effect, we should also pay attention to the use of short chain links. In Weibo content, Weibo, which belongs to the three topics of activity promotion, tourism information and fan interaction, is the most effective for tourism enterprises. This study can provide technical and methodological support and reference for scholars in the follow-up research on Weibo marketing, and give reasonable suggestions for the operation of Weibo marketing in tourism enterprises in the future.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.092;F592.6

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