电商背景下贵州酱香型白酒市场分析

Analysis of Guizhou Sauce-Flavored Baijiu Market under the Background of E-Commerce

摘要: 酱香型白酒(以下简称“酱酒”)作为中国白酒三大基础香型之一，以贵州茅台酒为典型代表，以其独特的香气与口感在市场中享有盛誉。酱酒产业不仅是贵州省的重要经济支柱，更是区域经济高质量发展的关键领域。为进一步推动该产业的发展，贵州省政府在2022年明确将酱酒产业高质量发展列入重点工作。然而，酱酒市场的扩张面临诸多挑战，其中，电商平台的流量聚集化问题尤为突出。针对贵州省酱酒在电商平台的消费者评论数据，本文拟通过数据分析方法对市场痛点进行深入探讨。首先，采用决策树模型对文本评论数据进行情感分类，识别消费者的情感倾向，提炼消费者的潜在需求与偏好，为产品改进提供数据支持。其次，基于潜在狄利克雷分配(Latent Dirichlet Allocation, LDA)模型，对评论数据的主题词分布进行建模与分析，以揭示评论的核心关注点与潜在主题。结合正向与负向评价结果，本文将提出针对性的产品优化与推广策略，为酱酒产业在电商平台的可持续发展提供科学依据。此研究旨在通过情感分析与主题建模技术，为酱酒企业精准把握市场需求与消费者偏好提供实证支持，助力酱酒产业高质量发展与品牌建设。

Abstract: As one of the three basic aroma types of Chinese liquor, Moutai in Guizhou Province is a typical representative of soy saucetype baijiu (from now on referred to as “soy sauce liquor”), which enjoys a high reputation in the market for its unique aroma and taste. The soy sauce wine industry is not only an important economic pillar of Guizhou Province but also a key area for the high-quality development of the regional economy. To further promote the development of this industry, the Guizhou provincial government has explicitly included the high-quality development of the soy sauce wine industry among its priorities in 2022. However, the expansion of the soy sauce wine market faces many challenges, among which is the problem of traffic aggregation on e-commerce platforms, which is particularly prominent. Aiming at the consumer review data of soy sauce wine in Guizhou province on e-commerce platforms, this paper intends to conduct an in-depth discussion of the market pain points through data analysis methods. First, a decision tree model is used to emotionally classify the text comment data, identify consumers’ emotional tendencies, and refine consumers’ potential needs and preferences to provide data support for product improvement, and second, based on the Latent Dirichlet Allocation (LDA) model, the topic word distribution of review data, is modeled and analyzed to reveal the core concerns and potential topics of reviews. Combining the positive and negative evaluation results, this paper will propose targeted product optimization and promotion strategies to provide a scientific basis for the sustainable development of the soy sauce wine industry on e-commerce platforms. This study aims to provide empirical support for soy sauce wine enterprises to accurately grasp the market demand and consumer preferences through sentiment analysis and theme modeling technology and help the soy sauce wine industry to develop high quality and brand building.