服饰类网上店铺新产品预告对首周销量的影响关系研究  

Research on the impact of new product preannouncement of online clothing store on first week sales volume

作　　者：李亚东 李静 张炎亮 LI Yadong;LI Jing;ZHANG Yanliang(School of Management Engineering,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学管理工程学院

出　　处：《丝绸》2019年第11期46-52,共7页Journal of Silk

基　　金：国家自然基金青年项目(71801195);国家发改委数字经济试点重大工程项目(2018-410154-65-01-008392);河南省高等学校重点科研项目计划项目(19A630031)

摘　　要：在服饰类原创品牌网店百花齐放背景下,为了提升新产品首周销量,文章构建服饰类网上店铺新产品预告策略相关变量与产品上架首周销量之间的影响关系模型,并借助多层感知器BP神经网络和文本情感分析方法建立数据挖掘框架对收集的新产品预告相关信息进行实证分析。结果表明:新产品预告相关变量对产品上架首周销量有不同程度的影响,其中评论数量与预告浏览数量变化对产品上架首周销量影响显著;而图片数量与产品优惠数量作为激励消费者购买的保健因素,只可维持现有顾客,不能显著增加产品首周销量。Under the background in which original online clothing stores increase, in order to improve the sales of new products in the first week, this paper constructed the relationship model between the variables related to the new product preannouncement strategy and the first week sales of new products. What is more, this paper established a data mining framework by using the method of multi-layer perceptron BP neural network and text sentiment analysis to make an empirical research of new product preannouncement information. It was found that the related variables of new product announcement have different effects on the first week sales volume. Among them, the number of online reviews and the number of preannouncement browsers have a significant impact on the first week sales volume, while the number of pictures and the number of online promotional strategies as hygiene factors stimulating consumer’s purchase can only retain existing customers, and can not significantly increase the first week sales volume of new products.

关 键 词：新产品预告 在线评论 首周销量 BP神经网络 文本情感分析 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程] F768.1[经济管理—产业经济]