基于百度指数的葡萄酒网络关注度研究

Research on Internet Attention on Wine Based on Baidu Index

搜索引擎是消费者查询产品相关信息、影响购买决策的重要方式,搜索引擎指数可以反映潜在消费者对产品信息的关注情况。采用百度指数搜索关键词“葡萄酒”获取指标数据,对葡萄酒网络关注度的变化趋势、内容、人群和地域等信息进行研究发现,消费者搜索指数逐年下降,每年的1-2月和7-9月网民的关注度高于其他月份,主要关注葡萄酒的“功效”“分类”和“品牌”。关注葡萄酒的网民以男性、中青年为主,男性和青少年群体对葡萄酒的关注度高于女性和中老年群体,地域分布以东部沿海地区为主。根据上述分析提出,在大数据时代下,葡萄酒产业要继续加强质量、品牌建设,提高国民整体葡萄酒认知水平,从而提高酒企产品竞争力。

Search engine is an important way for consumers to achieve product-related information before making purchasing deci-sions.Search engine index can reflect the attention of potential consumers on the product.In this paper,we used the Baidu Index to obtain the index data of the keyword“wine”,and studied the internet attention on wine from the aspects of change trend,content,population and geographical distribution.The results show that the consumer search index of wine decreases year by year,and the at-tention of internet users on wine is higher in January,February,July,August and September.The main concerns are about the func-tion,classification and brand of wine.The internet users who pay more attention to wine are mainly middle-aged and young male,and the male and teenage groups pay more attention to wine than the female and middle-aged and old groups.Internet users in the eastern coastal region pay more attention to wine.According to the above analysis,we propose that in the era of big data,the wine in-dustry should continue to strengthen the quality and brand construction,and improve consumers’overall awareness of wine,thus im-proving the competitiveness of wine products.