本文選題：微博營(yíng)銷 + 社會(huì)網(wǎng)絡(luò)分析　； 參考：《蘭州財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)絡(luò)的發(fā)展,傳統(tǒng)的營(yíng)銷渠道已經(jīng)不能滿足企業(yè)的需求。新媒體營(yíng)銷方式不斷涌現(xiàn),其中微博營(yíng)銷最為突出。主要由于微博平臺(tái)的互動(dòng)性和實(shí)時(shí)性,為企業(yè)提供了一個(gè)高效直接的營(yíng)銷渠道。本文以如何找到微博內(nèi)容傳播的關(guān)鍵用戶以及該用戶所發(fā)微博的主題為切入點(diǎn),以真實(shí)的微博數(shù)據(jù)為支撐,運(yùn)用社會(huì)網(wǎng)絡(luò)分析方法找到微博傳播的關(guān)鍵用戶,同時(shí)運(yùn)用文本挖掘的LDA模型(Latent Dirichlet Allocation,簡(jiǎn)稱LDA),得到關(guān)鍵用戶所發(fā)微博的主題內(nèi)容。基于這兩點(diǎn)分析的內(nèi)容,為企業(yè)如何成為網(wǎng)絡(luò)領(lǐng)袖以及微博營(yíng)銷的主題選取提供理論支持和實(shí)際建議。本文首先介紹了研究背景和選題意義,通過(guò)國(guó)內(nèi)外學(xué)者對(duì)微博營(yíng)銷、基于社會(huì)網(wǎng)絡(luò)分析的微博研究、文本挖掘的LDA模型3個(gè)方面的研究現(xiàn)狀發(fā)現(xiàn),目前并沒有將兩種方法結(jié)合使用的實(shí)際研究。然后,針對(duì)社會(huì)網(wǎng)絡(luò)的含義、特征、主要要素,以及社會(huì)網(wǎng)絡(luò)分析的相關(guān)概念和應(yīng)用,做了較詳細(xì)的研究;并且深入探討了文本預(yù)處理技術(shù)中最重要的分詞技術(shù),和文本挖掘的LDA模型的相關(guān)理論。最后,通過(guò)因特網(wǎng)抓取微博數(shù)據(jù),運(yùn)用社會(huì)網(wǎng)絡(luò)分析法,確定5位轉(zhuǎn)發(fā)網(wǎng)絡(luò)以及評(píng)論網(wǎng)絡(luò)中共同存在的網(wǎng)絡(luò)領(lǐng)袖;并且運(yùn)用文本挖掘的方法,挖掘網(wǎng)絡(luò)領(lǐng)袖所發(fā)微博以及評(píng)論內(nèi)容的主題,最后根據(jù)這些主題為微博營(yíng)銷提出建議。基于社會(huì)網(wǎng)絡(luò)分析找到關(guān)鍵用戶并且挖掘該用戶所發(fā)微博內(nèi)容的主題,不僅可以有針對(duì)性的挖掘文本內(nèi)容,而且可以降低文本挖掘LDA模型的運(yùn)算成本。使挖掘營(yíng)銷主題的過(guò)程更為精確、高效。
[Abstract]:With the development of Internet, traditional marketing channels can not meet the needs of enterprises. New media marketing methods have been emerging, among which Weibo marketing is the most prominent. Mainly due to the interaction and real-time of Weibo platform, it provides an efficient and direct marketing channel for enterprises. Based on how to find the key users of Weibo's content dissemination and the theme of the user, and the actual data of Weibo, this paper uses the social network analysis method to find the key users. At the same time, the LDA model of text mining is used to obtain the theme content of Weibo sent by key users. Based on these two analyses, it provides theoretical support and practical advice on how to become a network leader and Weibo's marketing theme selection. This paper first introduces the research background and the significance of the topic, through the domestic and foreign scholars to Weibo marketing, social network analysis based on Weibo research, text mining LDA model of three aspects of the status quo. There is no practical study of the combination of the two methods. Then, the meaning, characteristics, main elements of social network, as well as the related concepts and applications of social network analysis, are studied in detail, and the most important word segmentation technology in text preprocessing technology is discussed in depth. And the theory of LDA model of text mining. Finally, through the Internet to grab Weibo data, using the social network analysis method, to determine the 5-bit forwarding network and comment network network co-exist network leaders, and the use of text mining method, Excavate the themes of Weibo and comments by internet leaders, and finally make suggestions for Weibo marketing based on these themes. Finding the key user and mining the subject of Weibo content based on social network analysis can not only mine text content, but also reduce the computing cost of text mining LDA model. Make the process of mining marketing themes more accurate and efficient.
【學(xué)位授予單位】：蘭州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;G206-F

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