摘要
了解客户情绪及关注点在当今的营销策略中至关重要,不仅可以让公司了解客户如何看待他们的产品和服务,还可以让公司了解如何改进他们的产品。本文试图了解空调电子商务客户评论中产品的评论对用户购买行为的影响,得出产品优化及营销方案。为实现该目标,以京东电商平台为基础,使用python的scrapy第三方库采集京东电商平台小多联的评价数据,并对数据进行清洗、去空值、去停用词等预处理,再运用jieba对评论数据进行分词、词频分析,完成对小多联用户特征的刻画、痛点分析,从而构建轻商空调产品的用户画像,为商家及厂家提供多维度信息,改进产品与服务,为电商营销、产品优化提供决策依据。
Understanding customer emotions and concerns is crucial in today's marketing strategy.It not only allows companies to understand how customers perceive their products and services,but also allows them to understand how to improve their products.This article attempts to understand the im-pact of product reviews in air conditioning e-commerce customer reviews on user purchasing behavior,and derive product optimization and marketing plans.To achieve this goal,based on the JD e-com-merce platform,the third-party library of Python's Scrape is used to collect evaluation data of JD's e-commerce platform VRV.The data is preprocessed by cleaning,removing null values,and remov-ing inactive words.Then,Jieba is used to segment and analyze the comment data,complete the char-acterization of VRV user characteristics and pain point analysis,and construct a user profile of light commercial air conditioning products,provide multidimensional information for merchants and manu-facturers,improve products and services,and provide decision-making basis for e-commerce market-ing and product optimization.
作者
杨良就
YANG Liangjiu(Guangdong TCL Intelligent HVAC Equipment Co.,Ltd.)
出处
《上海节能》
2023年第8期1214-1218,共5页
Shanghai Energy Saving
关键词
用户画像
电商营销
数据分析
文本挖掘
轻商空调
User Profile
E-Commerce Marketing
Data Analysis
Text Mining
Light Commercial Air Conditioning
作者简介
杨良就(1994-11-),男,本科,工程师,主要从事暖通空调行业工作。
