基于主流电商平台的葡萄酒商品信息可视化分析  

Visual Analysis of Wine Product Information Based on Mainstream E-commerce Platforms

作　　者：胡方沁 李甲贵[1,2] HU Fangqin;LI Jiagui(College of Enology,Northwest A&F University Yangling,Shaanxi 712100;Ningxia Helan Mountains Eastern Foothills Wine Experimental Demonstration Station,Northwest A&F University Yongning,Ningxia 750104)

机构地区：[1]西北农林科技大学葡萄酒学院,陕西杨凌712100 [2]西北农林科技大学宁夏贺兰山东麓葡萄酒试验示范站,宁夏永宁750104

出　　处：《中国商论》2022年第12期64-66,共3页China Journal of Commerce

基　　金：新疆生产建设兵团重点领域科技攻关计划项目(2019AB025);新疆维吾尔自治区重点研发专项(2020B01005-2)。

摘　　要：本文选取拼多多、京东、淘宝3个主流电商平台销量(或评价数)前10的葡萄酒商品,进行商品信息和赠品信息的词云图生成和可视化比较分析,结果表明:(1)“拼多多”平台上销售的葡萄酒商品主打性价比,“特价”是其关键词;“京东”平台上的消费者更关注品牌;“淘宝”平台更倾向于“甜酒”和“香槟”。(2)综合来看,电商平台促销最常使用的葡萄酒赠品是开瓶器,其次是瓶塞和酒杯;与“京东”相比,“拼多多”和“淘宝”更多使用“赠品”进行葡萄酒促销。In this article,it selects three mainstream e-commerce platforms,Pinduoduo,Jingdong,and Taobao,with sales or evaluations of wine products winning the top ten,generates the image of the word cloud,and conducts visual analysis and comparison in terms of product information and giveaway information.The results show that:First,wine consumers who purchase at Pinduoduo mainly focus on both the low price and quality of products,so bargain price is its main feature,while consumers at Jingdong pay more attention to wine brands and consumers at Taobao prefer to sweet wines and champagne;second,in general,the wine giveaways for sales promotion most commonly used on e-commerce platforms are bottle openers,bottle corks,and wine glasses.Compared with Jingdong,more giveaways are used to promote to sell wines on Pinduoduo and Taobao.

关 键 词：葡萄酒 电商平台 商品信息 可视化分析 词云图 

分 类 号：F724.6[经济管理—产业经济]