基于在线评论的白酒类产品消费偏好特征分析OA

In the context of e-commerce,the online sales market is highly competitive,so it is crucial to accurately grasp consumer preferences for marketing management.In this study,consumption preference characteristics were explored through Latent Dirichlet Allocation(LDA)model with word frequency,word cloud,LDA topic modeling and sentiment analysis based on the online review texts of 15 well-known brands of Baijiu prod-ucts in the Tmall flagship store.The results showed that consumers paid more attention to packaging,taste,logistics,price,etc.Its consumption pref-erences mainly covered aspects such as brand reputation,price promotion,shopping experience,product taste,product category,logistics service,product quality,and packaging design.Consumers generally held positive emotions,and the proportion of negative emotions in shopping experience and packaging design was the highest.Further,from five dimensions including shopping experience,packaging design,product quality,price promotion and logistics service,suggestions such as improving customer service,optimizing packaging design,strengthening quality control,timely price promo-tion and enhancing the efficiency of logistics service were put forward,aiming to provide guidance for Baijiu enterprises to optimize consumers' online purchasing experience and improve marketing efficiency.