The Portfolio Analysis of the Key Fans for FB fan pages

• Main Authors: YU, HSIEN-YU, 余顯漁
• Other Authors: LEE, YUE-SHI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/399x9q

碩士 === 銘傳大學 === 資訊工程學系碩士班 === 107 === 　　Different from the traditional marketing strategies, key customer marketing has become a trend nowadays, and companies have developed marketing strategies for their key customers to achieve cost savings and increased results. The UK website YouGov uses user questionnaire information to analyzes the key customers for each brand, celebrity and issue. When user searching for specific brand, celebrity or issue on the website, they can see the portfolio which their key customers is. The website users can understand the complex analysis result in an simple understanding image. However, due to the questionnaire-based data collection, there are many problems that people have to fill out, such as: the willingness to fill out, the correctness of filling in, etc., so we takes out the information about the self-disclosure of key customers in the social media, replacing the information collection of traditional questionnaire investigations, and clustering the key customers that have close lifestyle. And analyze which issue they have been discussed together for the same period of time. We use the Facebook data which have the world's most users to replace the traditional questionnaire. Because of the fan page feature provided by Facebook, brands, people and media can use this feature for marketing promotion free of charge. It has become a convenient platform for brands, celebrity to interact with customers. In addition to allowing them to post information to customers, it also allows customers to give feedback, so the information on fan pages is extremely high. We used Facebook fan page information to conduct lifestyle analysis and topic analysis for this study. Finally, this study presents the results of the analysis to the user efficiently. Therefore, the research framework is a tool website, and the results of the lifestyle analysis are presented in the portfolio, and the results of the topic analysis are presented in a word cloud, hoping to let the user a comprehend of complex analysis results at a glance.