Subjects: Agriculture, Forestry,Livestock & Aquatic Products Science >> Other Disciplines of Agriculture, Forestry,Livestock & Aquatic Products Science submitted time 2023-05-08 Cooperative journals: 《农业图书情报学报》
Abstract： [Pupose/Significance] Digital communities have become a way for enterprises to manage users efficiently. The exitingresearch on digital community rarely considers the importance of user behavior information and user's customer life cycle value to themining of user preferences in digital community. This research aims to give full play to the digital communityts characteristics such asintuitive, convenient, interestng. and interactive properties so that the research resuts can benefit every user in their use of the digita1community and every enterprise in their user management.[MethodProcess] Aiming at the user groups in digital conmunity, this paperproposes a preference nining model ClV-Prefcrence mining (CLV-PM) based on Customer Lifetime Vatue (CLV). First, in order to reflect the real preferences of users, the three indicators of the RFM model are used to quantify user behavior information, and the groupcharacteristics of users are mined through K-mean t+t algonithm to generate user vahue category labels. Second, in order to consider thetimeliness and difference of users and enhance the model's cognition of preferences, this paper uses the entropy weight method to sotvethe indicator weights of each activity, obtains user CLV to constuct user-project scoring matrix, and uses the collaborative filteringalzorithm to predict user preferences.Finally, based on the user value category, user historical preference and user forecast preference,the user preference profile of target users in dgital community is generated, and feasible suggestions are put forward for the cperationand maintenance of target users according to the user prefcrence profile.[ResutsiConchusions] The user dataset of the "Wechatcommunity" management platfom can be divided into four user vahue categories: important vatue users, ow valbue users, rehuned usersand important retention users. Target users 16254 are important value users, and the operation strategy of "retention and maintenance" isadopted. The historical preferences are happy hop, sec-kill and other activities; the prediction preference is flying chess battle, guessingcode map and other activities; the target user preference sketch provides the basis for the operation and maintenance of users in thedgital community. In terms of data source, the CLV-PM model proposed in this paper drectly reflects user preferences based on userbehavior information and reduces the problem of score distotion.To provide a new perspective for the research of user behavior indigital community, the construction of user-project scoring matix based on userCLV fully considers the user value of digital communityand provides a new direction for the extension and application of CLV.However, due to limited research space, this paper did notconduct model evaluation research on the proposed model which can be further discussed in subsequent studies.
Subjects: Agriculture, Forestry,Livestock & Aquatic Products Science >> Other Disciplines of Agriculture, Forestry,Livestock & Aquatic Products Science submitted time 2023-05-08 Cooperative journals: 《农业图书情报学报》
Abstract： [Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises.[Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing.(3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products.(2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation.
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