TGI-SOM模型在直播带货中的应用  

Application of the TGI-SOM Model in Live-Streaming E-Commerce

作　　者：伍国飞 王和勇[1] 曾斌[2] WU Guofei;WANG Heyong;ZENG Bin(South China University of Technology,Guangzhou,Guangdong Province,510641 China;Guangzhou Vocational College of Technology&Business,Guangzhou,Guangdong Province,511442 China)

机构地区：[1]华南理工大学,广东广州510641 [2]广州科技贸易职业学院,广东广州511442

出　　处：《科技资讯》2023年第20期238-243,共6页Science & Technology Information

基　　金：广东省自然科学基金项目“制造业数字化转型效果多视角评价及提升策略研究”(项目编号:2022A1515011848)。

摘　　要：短视频平台的直播带货已成为当前企业营销获客研究的新热点,如何实现该营销渠道下的精细化营销成为企业亟需解决的问题。该模型融合目标群体指数(Target Group Index,TGI)和自组织映射(Self-Organizing Map,SOM)技术对平台Q公司进行客户细分,研究其细分人群的属性特征和产品服务偏好,并分析了不同产品服务间的相似性。结果表明:Q公司的目标消费群体集中在三线以上城市;十二大产品服务可以划分四类进行组合营销。该研究证实,TGI与SOM的结合可有效地分析人群对产品服务的偏好行为,为企业在营销推广管理过程中根据消费者偏好选择合适直播达人,匹配合适产品服务提供数据决策支持。Live-streaming e-commerce on short video platforms has become a new hot spot for the current re‐search on enterprise's marketing and customer acquisition,and how to achieve refined marketing under this mar‐keting channel has become an urgent problem for enterprises to solve.This model integrates the target group index(TGI)and self-organizing map(SOM)technology to segment the customers of Q Company on the platform,stud‐ies the attribute characteristics and product service preferences of its segmented population,and analyzes the simi‐larities among different product services.The results show that the target consumer group of Q Company is mainly concentrated in cities above third-tier,and that 12 major product services can be divided into four categories for combined marketing.This study confirms that the combination of the TGI and the SOM can effectively analyze the preference behavior of the population for product services and provide data decision-making support for enterprises to choose suitable live-streaming talents and match suitable product services based on consumer's preferences in the management process of marketing promotion.

关 键 词：直播带货 客户细分 目标群体指数 自组织神经网络 

分 类 号：TP391.1[自动化与计算机技术—计算机应用技术] TP183[自动化与计算机技术—计算机科学与技术]