基于在线评论的高端酱香型白酒消费特征分析——以飞天茅台酒在京东上的在线评论为例

Consumption characteristics of high-end sauce-flavor Baijiu based on online reviews——Taking the online review of Feitian Moutai on Jingdong as an example

酱香型白酒价格持续稳定上涨,高端酱香型白酒供不应求,线上营销为高端酱香型白酒开辟了新的销售渠道。该文以贵州茅台京东自营店关于飞天茅台酒的在线评论为基础,利用Rost CM软件对评价内容进行分析,刻画出消费者关注点集中于酱香型白酒的口感、正品溯源、物流服务和包装设计等方面,为企业在产品的保真溯源、新品开发、售后服务等方面带来启示,并为高端酱香型白酒的数字化精准营销提供决策依据。

The price of sauce-flavor Baijiu(Chinese liquor) continued to rise steadily, and the high-end sauce-flavor Baijiu was in short supply. Online marketing has opened up a new sales channel for high-end sauce-flavor Baijiu. In this paper, based on the online reviews of Feitian Moutai in Guizhou Moutai Jingdong self-shop, the evaluation contents were analyzed using Rost CM software. It depicted the consumers’ concerns on the taste, authenticity tracing, logistics service and packaging design of sauce-flavor Baijiu, which provided inspiration for the enterprise in the authenticity tracing, new product development and after-sale service, and provided the decision-making basis for the digital and precise marketing of high-end sauce-flavor Baijiu.