基于百度指数的富硒茶网络关注度研究

Research on the Internet Attention of Selenium-rich Tea Based on Baidu Index

基于百度指数获取网民对富硒茶的关注度,通过数据整合分析了解消费者需求,为富硒茶网络营销发展提供新思路,以期扩大富硒茶销售市场。以“富硒茶”为关键词,选取2017—2021年的百度搜索指数,分析其变化趋势、需求图谱、空间分布与洞察分析舆情态势;对比分析“富硒茶”“西湖龙井”和“黄山毛峰”3种茶2017—2021年的百度搜索指数趋势变化。富硒茶消费者搜索指数逐年下降,每年3—5月网民的关注度高于其他月份,主要关注富硒茶的“品牌”和“功效”。关注富硒茶的网民以男性、中青年为主,地域分布以我国四大产茶区为主,富硒茶的关注度与“西湖龙井”和“黄山毛峰”还有很大差距。在网络营销方面,富硒茶产业要明确目标市场定位、开拓年轻人市场、创建网上旗舰店,线上线下双渠道联动销售,从而扩大富硒茶的销售市场,提高富硒茶的认知度,提升富硒茶的产品竞争力。

Based on Baidu Index to get netizens' attention on selenium-rich tea,we analyzed the consumer demand,so as to provide new ideas for the development of selenium-rich tea network marketing,and to expand the sales market of selenium-rich tea.Taking ‘selenium-rich tea' as the keyword,the Baidu search index from 2017 to 2021 was selected to analyze its change trend,demand mapping,spatial distribution and insight analysis of public opinion trend.We compared and analyzed the Baidu search index trend of three kinds of tea ‘selenium-rich tea'‘West Lake Longjing tea' and ‘Huangshan Maofeng tea' in 5 years.Selenium-rich tea consumer search index declined year by year,and the attention of Internet users from March to May each year was higher than other months,who mainly concerned about the brand and efficacy of selenium-rich tea.The netizens who were concerned about selenium-rich tea were mainly male,young and middle-aged,and the geographical distribution was mainly in the four tea-producing regions of China,and the attention of selenium-rich tea was far less than that of ‘West Lake Longjing tea' and ‘Huangshan Maofeng tea'.In terms of network marketing,the selenium-rich tea industry should clarify the target market positioning,develop the market for young people,create online flagship stores,online and offline dual-channel linkage sales,so as to expand the sales market of selenium-rich tea,to improve the recognition of selenium-rich tea,and to enhance the competitiveness of selenium-rich tea products.