消费者网购葡萄酒的影响因素及营销策略研究  

Influencing Factors and Marketing Strategies to Online Wine Buyers

作　　者：陈光宇 易钟婷 关一 李甲贵[2,3] CHEN Guangyu;YI Zhongting;GUAN Yi;LI Jiagui(College of Economics and Management,Northwest A&F University,Yangling 712100,China;College of Enology,Northwest A&F University,Yangling 712100/Ningxia Helan Mountain's East Foothill Wine Experiment and Demonstration Station,Northwest A&F University,Yongning 750104,China)

机构地区：[1]西北农林科技大学经济管理学院,陕西杨凌712100 [2]西北农林科技大学葡萄酒学院,陕西杨凌712100 [3]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：《中外葡萄与葡萄酒》2022年第5期106-111,共6页Sino-Overseas Grapevine & Wine

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：为了探寻消费者网上购买葡萄酒的动机及情感体验,本文运用Python语言抓取“京东商城”销量前100的葡萄酒品牌33282条评论数据,并进行了主题挖掘,借助LDA主题识别模型构建了包含产品特征、价格特征、物流特征、购物体验、客服质量等5个一级指标、11个二级指标的消费者网购葡萄酒关注因素指标体系。运用IPA分析矩阵,分析了网购葡萄酒消费者对不同指标的关注度和满意度,并提出了具针对性的营销策略。In order to explore consumers'motivation and emotional experience of purchasing wine online,the Python language was used to capture 33282 pieces of consumer comment data of the top 100 wines sold on JD.com and the theme mining was carried out.Using LDA theme recognition model,an index system of factors concerned by online wine shopping consumers was constructed,including five primary indicators and 11 secondary indicators.Five primary indicators of the index system were product characteristics,price characteristics,logistics characteristics,shopping experience and customer service quality.Using IPA analysis matrix,the attention and satisfaction of online wine consumers were analyzed to different indicators,and some targeted marketing strategies were put forward.

关 键 词：葡萄酒 网上购买 消费者 关注度 满意度 

分 类 号：F724.6[经济管理—产业经济] F426