基于机器学习的贵州文创产品营销策略优化研究

Optimization Research on Marketing Strategies of Guizhou Cultural and Creative Products Based on Machine Learning

摘要: 贵州拥有丰富的民族文化、自然景观和非遗资源，这些得天独厚的资源为文创产品的开发、创新与传播提供了深厚且独特的支撑。本文以贵州文创产品消费者为研究主体，首先采用网络爬虫技术获取消费者评论数据，再利用SPSS软件对调查问卷进行可行性分析并获取有效回收问卷数据；其次采用随机抽样方式对消费者性别、年龄、学历、收入、职业和婚姻状况等基本情况进行分析，并采用Logistic回归模型对消费者购买频率的相关影响变量进行量化；最后运用K-means聚类方法将消费者划分为核心消费群体、发展消费群体、潜在消费群体和低消费群体这4类群体，并给出对应营销策略。研究结果可为贵州文创产品相关企业制定电商营销策略提供部分理论支撑与实践参考，具有现实意义。

Abstract: Guizhou has abundant ethnic culture, natural landscapes and intangible cultural heritage resources. These unique resources provide profound and distinctive support for the development, innovation and dissemination of cultural and creative products. This paper takes consumers of Guizhou cultural and creative products as the research subject. Firstly, it uses web crawling technology to obtain consumer comment data, and then uses SPSS software to conduct feasibility analysis on the questionnaire and obtain effectively recovered data. Secondly, it adopts random sampling to analyze consumers’ basic information such as gender, age, education, income, occupation and marital status, and uses Logistic regression model to quantify the relevant influencing variables of consumers’ purchase frequency. Finally, it uses K-means clustering method to divide consumers into four groups: core consumer group, developing consumer group, potential consumer group and low consumer group, and puts forward corresponding marketing strategies. The research results can provide some theoretical support and practical reference for enterprises related to Guizhou cultural and creative products to formulate e-commerce marketing strategies, which is of practical significance.