本文選題：UGC + 團(tuán)購(gòu)口碑　； 參考：《武漢理工大學(xué)》2015年碩士論文

【摘要】：2008年美國(guó)的團(tuán)購(gòu)網(wǎng)站Groupon取得了巨大成功,隨后其商業(yè)模式迅速風(fēng)靡全球。2014年我國(guó)團(tuán)購(gòu)交易額達(dá)776億,較去年同期相比增加420億,增長(zhǎng)率達(dá)118%,發(fā)展極其迅猛。面對(duì)這種高速增長(zhǎng)的新興電子商務(wù)模式,對(duì)于消費(fèi)者而言,這種模式不僅提升了購(gòu)買(mǎi)的主動(dòng)性和議價(jià)能力,而且降低了他們的交易成本和風(fēng)險(xiǎn),還獲得了高質(zhì)量、實(shí)惠的產(chǎn)品和服務(wù);對(duì)于團(tuán)購(gòu)企業(yè)而言,這種模式提高了自身的人氣、知名度、擴(kuò)大了市場(chǎng)份額。而隨著行業(yè)間競(jìng)爭(zhēng)的加劇,團(tuán)購(gòu)企業(yè)期望依靠用戶生成內(nèi)容的口碑推薦進(jìn)行營(yíng)銷(xiāo),從而團(tuán)購(gòu)企業(yè)需要了解如何從用戶生成內(nèi)容中提取相關(guān)信息、用戶生成內(nèi)容的口碑推薦對(duì)團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的影響程度、如何根據(jù)團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的影響因素更好地制定自身的團(tuán)購(gòu)營(yíng)銷(xiāo)策略等。因此,分析UGC(用戶生成內(nèi)容)對(duì)服務(wù)型團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的影響具有了重要的意義。本文根據(jù)市場(chǎng)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力構(gòu)成要素結(jié)合服務(wù)型團(tuán)購(gòu)企業(yè)自身的特點(diǎn)選取服務(wù)型團(tuán)購(gòu)企業(yè)顧客訪問(wèn)量作為服務(wù)型團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的度量;在國(guó)內(nèi)外關(guān)于團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的研究成果基礎(chǔ)上,立足國(guó)內(nèi)服務(wù)型團(tuán)購(gòu)的特點(diǎn)和現(xiàn)狀,結(jié)合UGC,從服務(wù)型團(tuán)購(gòu)企業(yè)的總體情感極性數(shù)字評(píng)分、價(jià)格數(shù)字評(píng)分、服務(wù)質(zhì)量數(shù)字評(píng)分、退款數(shù)字評(píng)分、商家線下服務(wù)數(shù)字評(píng)分、商家數(shù)量數(shù)字評(píng)分、總體文本情感傾向分值、知名度八個(gè)方面構(gòu)建出服務(wù)型團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力影響因素模型假設(shè);再利用軟件進(jìn)行第三方平臺(tái)網(wǎng)頁(yè)數(shù)據(jù)抓取工作,對(duì)抓取后的UGC文本采用基于監(jiān)督學(xué)習(xí)的文本情感分類(lèi)技術(shù)進(jìn)行定量化,并對(duì)模型中所涉及的UGC數(shù)據(jù)根據(jù)實(shí)際情況進(jìn)行不同的優(yōu)化處理工作。最后論文運(yùn)用SPSS軟件對(duì)構(gòu)建的相關(guān)模型進(jìn)行統(tǒng)計(jì)分析,揭示了服務(wù)型團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力的各影響因素的顯著性,解釋了統(tǒng)計(jì)結(jié)果的內(nèi)在原因,并在研究結(jié)論的基礎(chǔ)上,提出了切實(shí)有效的營(yíng)銷(xiāo)策略,幫助服務(wù)型團(tuán)購(gòu)企業(yè)提升營(yíng)銷(xiāo)競(jìng)爭(zhēng)力。論文研究成果豐富了現(xiàn)有的團(tuán)購(gòu)領(lǐng)域利用顧客在線評(píng)論對(duì)服務(wù)型團(tuán)購(gòu)企業(yè)營(yíng)銷(xiāo)競(jìng)爭(zhēng)力影響的理論研究,并為服務(wù)型團(tuán)購(gòu)企業(yè)管理者更好地制定營(yíng)銷(xiāo)策略提供指導(dǎo),消費(fèi)者也可以借此降低交易成本和購(gòu)買(mǎi)風(fēng)險(xiǎn)。
[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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274

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