基于社会网络下文本挖掘的精准营销分析

Accurate Marketing Analysis Based on Text Mining under Social Network

目前的微博营销多是基于微博本身的特点进行,有一定局限性。社会网络分析作为一种成熟的理论体系,为微博营销提供了一种新的思路。本文从社会网络分析的角度探讨了如何利用社会网络查询微博内容营销中的关键用户,然后利用LDA主题模型来获取重点营销用户的微博主题内容和评论内容的主题分布。笔者基于以上两点内容进行探讨,以期为企业进行微博营销提供理论支持和营销策略建议。

Most of the current MicroBlog marketing is based on the characteristics of MicroBlog itself,and there are certain limitations.As a mature theoretical system,social network analysis provides a new way of thinking for MicroBlog marketing.From the perspective of social network analysis,this paper discusses how to use social network to query key users in MicroBlog content marketing,and then uses LDA topic model to obtain the theme distribution of MicroBlog theme content and commentary content of key marketing users.Based on the above two points,the author discusses them in order to provide theoretical support and marketing strategy suggestions for enterprises to carry out MicroBlog marketing.