基于共词分析法的国内精准营销研究热点探析

Research on Hotspots of Precision Marketing in China Based on Co-word Analysis

互联网的高速发展,促进了一系列商业模式的变革,以数据分析的技术手段去获取市场潜在资源,正代替传统市场以经验去获取资源的方法,以求达到精准营销。该文基于精准营销领域2006~2020年中国知网硕博士论文的高频关键词统计,通过构造共词矩阵和社会网络图,并进行聚类分析和多维尺度分析,对该主题下的各关键词进行阐述。最后分析当前国内精准营销研究热点,主要从数据挖掘技术、企业营销策略、用户信息数据、社交平台营销和行业营销五个方面去进行研究。

The rapid development of the Internet has promoted a series of business model changes.Using data analysis techniques to obtain market potential resources is replacing traditional markets with experience to obtain resources,in order to achieve precision marketing.Based on the statistics of high-frequency keywords in domestic master and doctoraldissertation of CNKI from 2006 to 2020 in the field of precision marketing,the keywords under this theme are elaborate,by constructing Co-word matrixsocial network graph,cluster analysis and multidimensional scale analysis.Finally,the current research hotspots in the field of precision marketing in China are mainly from five aspects:data mining technology,enterprise marketing strategy,user information data,social platform marketing and industry marketing.