基于ICA K-Means的产品口碑演化聚类与营销分析

Clustering and Marketing Analysis for Products Online Word-of-mouth Activity Series Based on ICA K-Means

对于产品而言,其在线口碑的活跃度是非常具有代表性的一个指标。在线口碑活跃度的高低,直接揭示产品的生命周期演化模式,对于产品生命周期有全面的了解有助于决策者制定营销计划以及战略。但由于产品在线评论的高维性和复杂性,使得其聚类的难度加大。所以,在普通的K均值算法的基础上引入独立成份分析,对异类产品之间或同类产品在线口碑的活跃度之间进行聚类分析,可以大大降低复杂性和提升聚类准确性;同时深入分析提取出的产品生命周期曲线,有效提升在线口碑信息在电子商务营销管理与决策支持中的作用,深化在线口碑活跃度的管理学视角研究。

For product, online word-of-mouse activity is a very typical index, which reveals life cycle evolution modelof product. Understanding the product life cycle helps decision makers to make marketing strategy. It is more difficultto do clustering analysis because the product online comments are high-dimensional and complex. Thus, combining^-means algorithm with independent comment analysis and clustering products by this algorithm can improve the accuracyand reduce complexity in no small measure. Furthermore, in-depth analysis on the product life curve can effectivelyimprove the effect of online word-of-mouth information in e-commerce marketing management and decision support,deepening the research on online reputation activity.