The Impact of Internet Voice Volume on Yuan Ze University Marketing

• Main Authors: Huai-Wen Zhang, 張懷文
• Other Authors: Chieh-Lee
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/keae8a

碩士 === 元智大學 === 工業工程與管理學系 === 107 === In order to understand whether it is possible to market for brands through micro-movies and to raise public awareness of the brand and discussion, the research is divided into two phases. The first phase uses crawlers to crawl discussion articles and messages in online forums. And other data, through the natural language processing in the Jieba word segmentation tool to segment the message and article, then use the support vector machine and random forest in machine learning to analyze the online articles and messages, and finally discuss several major online discussion topics. The second stage analyzes the post for the brand's external media and provides suggestions for the analysis results. The results of the study found that the research target's discussion volume on the Internet was not ideal, and the popularity was not high. The results obtained in the second stage showed that people were more likely to have a film when they viewed the post than the text-filled post. The post is more eye-catching and improves the renewal rate, so we proposed to compare the network volume before and after the brand promotion by shooting micro-movies. The results of the study indicate that the use of micro-movies to promote can increase the volume of the Internet and even increase the number of applicants. In this study, we understand that as the type of media communication changes, the consumer's buying pattern also changes, and the consumer's acceptance of the type of advertising also tests the merchant's marketing style.