【摘要】：【目的】幫助企業(yè)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷,準(zhǔn)確識(shí)別企業(yè)用戶的群體特征�！痉椒ā繉�(duì)微博文本進(jìn)行情感分析,通過Ward聚類將微博發(fā)表者聚類成9類群體,并對(duì)微博用戶進(jìn)行影響力識(shí)別,從情感和影響力兩個(gè)維度對(duì)各個(gè)用戶群體進(jìn)行分析,利用一種改進(jìn)的客戶價(jià)值矩陣方法辨別不同用戶群體的特征�！窘Y(jié)果】實(shí)驗(yàn)結(jié)果表明:9類用戶群體對(duì)A手機(jī)品牌情感傾向存在較大的差異。A手機(jī)更受喜歡追趕時(shí)髦的女性群體以及從事IT行業(yè)的用戶青睞,并且該群體影響力較大,能更有效地影響消費(fèi)者購(gòu)買該手機(jī)。【局限】在進(jìn)行用戶影響力識(shí)別時(shí),僅考慮常用指標(biāo),未考慮用戶微博被轉(zhuǎn)發(fā)之后的級(jí)聯(lián)影響力以及其他影響指標(biāo)�！窘Y(jié)論】本文方法能夠較為準(zhǔn)確地識(shí)別企業(yè)用戶的群體特征,為企業(yè)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷提供幫助。
[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.
【作者單位】： 四川大學(xué)商學(xué)院;
【分類號(hào)】：F713.55;G252

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