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] Digital live streaming is an important way for enterprises to cany out online activities.Incorporatingclear set qualitative comparative analysis into the research on improving the effectiveness of enterprise digital lve streanming activities is aninnovation in the application of configuration analysis methods and a new breakthrough in the field of improving activityeffectiveness. By identifying elements or combinations of elements that can create greater value for enterprise digital live streamingactivities, and adopting various ways to enhance these element combinations, the goal of improving the effectiveness of enterprise digitallive streaming activities can be achieved, which has innovative guiding significance for enterprise development.MethodProcess]Basedon the consideration of sample homogeneity, the background data of the digital live streaming activity of Guangxi Zhongyan IndustryCo., Ltd. was used as the data souce.Four influencing factors related to the dgital live streaming activity were selected as conditiona1variables using literature induction and problem oriented methods, and some conditional variables were assigned values using lineardiscriminant dimensionaity reduction. At the same time , the activity effect was used as the outcome variable, configuration analysis wasconducted on digital live streaming activities in the tobacco inustry through clear set qualitative comparative analysis, and combinedwith SOR model and the 4I theory, a configuration path for improving the effectiveness was generated.[ConchusicnsResufts] Researchhas found that a single factor does not constitute a necessary condition for improving the effectiveness of digital live streaming activities.There are two configuration paths: game assisted and topic supported, which can improve the effectiveness of digital live streamingactivities.The mechanism of action can be summarized as follows: rich topic types are conducive to meeting users' curiosity psychology,topic popularity and game quantity can ensure users' participation in live streaming, and user interaction work is the basic guaranee forimproving user retention.Meanwhile, these two paths can be applied to different foms of digital live streaming , and enterprises shouldchoose according to their own needs and refne the paths in practice. In addition, athough this article explores the key paths to improvethe effectiveness of digital live streaming activities, due to limitations in research samples and industry fields, it has not fully revealed thevarious factors that affct the efectiveness of digital live streaming. and there is a certain degree of subjectivity in the criteria forassigning variables. Therefore, further revisions and improvements are needed in future research.
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： [PurposelSignificance] Muti-modal feafure analysis and service efficiency improvement of digital community consumers willhelp to provide a new vision for the construction of digital intelligent online ccmmunifies and provide new impetus for relevantdepartments to make decisions. In addition, although the curent research on digital consumption inchudes the relevant content of useranalysis, it mainly aims at the fomulation of detailed operation plans, and lacks the analysis of service efficiency improvement of digitalconmunities. On the other hand, the research on user value orientation for online service quality optimization is mostly based on profletechnology, which only considers the difference characterstics of a single target user, and lacks the horizontal comparison and differenceattribution research of omulti-modal features among groups.Based on this, this paper, from the perspective of vatue discovery, achievesclustering by aggregating user profles， analyzes the nulti-modal characteristics of consumer groups in digital communities, andproposes a serice efficiency improvement scheme.[Methodprocess] First, this paper analyzed the target consumers in the dgita1conmunity and established a cluster indicator system Then, users were grouped, and the muli-modal infcrmaticn profile of the targetgroup was restored based on group characteristics and inter-group interaction characterstics.Finally, it proposed the path to improve theefficiency of digital community services.In tems of technical implementation , the data related to consumer activities were extractedfrom the digital community, integrated, cleaned, and distributed to the storage bucket. The clustering indicator system was built throughfeafure mining and existing indicators, and the indicators were mapped to aims, and DBSCAN clustering was canried out on the basis ofusing AP to realize the image. After grouping and naming the characteristics analysis, interaction analysis, and dift and penetrationphenomenon analysis were carried out according to the characteristics of various groups. We extracted various parameters of the designof digital community consumption activities, and buit a decision variable finction to find the optimal behavior equifitrium conditions ofthe digital product supplier, consumer and digital community.Based on this, we built an efficiency improvement tree, and proposedcommunity service efficiency inmprovement stategies at the initial, middle and later stages of consumption activities.[Resuts/Conclusions] The empirical analysis results show that the model in this paper can first generate reascnable and efectiveclustering results, and then realize the classication of group characteristics and the analysis of inter-group infitration and dift. Theclustering results show six types of consumer groups: focus, center, special, sleeping. loss and general groups.Most groups wil haveuser penetraticn, and only general user groups will have inter-group drift. The service efficiency improvement model shows that the mostvaued group is the center and key group. The inadequacy of this study is that the applicatbility of the model to muti-souceheterogeneous data needs to be tested and there is still room for improvement in clustering granularity.
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]Consumption is an important aspect of stimulating domestic demand.In the curent development stage,the spatial and geograptical distribution characteristics of our country indicate that domestic demand has great potential However, theevaluation of consumption potential in the digital economy is a complex systematic project.Curent research does not filly consider thecorrelation between evaluation indicators, and there are some problems such as low efficiency and too much reliance on the subjectiveexperience of experts, which affect the scientific and reasonable evaluation resuts of consumption potential.[MethodProcess] First ofall, starting from each major work link that affects the consumption potential under the background of the digital economy, thepreliminary evaluation index was detemined through expert consutation and literature research and screening, and the primaryevatuation index set of consumption potential under the background of the digital economy wasconstructed. Based on the consumptionpotential assessment data of Guangxi Zhongyan Industry Co, Ltd.frcm January to December 2021, the correlation and associaticn rulesamong the assessment indicators were analyzed by using Apriori association rule mining algorithm, to streamline the assessmentindicators and build an assessment index system of consumption potential in the context of the digital econcmy. The index systemincludes 11 secondary indicators and 19 tertiary indicators, such as user value, marketing communication effect, marketing ability, userparticipation,user influence, and channel effectiveness.Combining the infuence relationship and influence degree between thequantitative evaluaticn indexes ofDEMATEL and ANP, the weights of the evaluation indexes were calculated by the subjective andobjective combination weighting method, to construct a muti-modal evaluation model of constumption potential in the digital economy.[Resut/Conclusions]Taking six real dragon cigarette product marketing activies of Guangxi China Tobacco lndustry Co., Ld. fromMarch to September 2021 as examples, the comprehensive scores of marketing activities in March, April, May, and June are 0.53,0.52,0.51 and 0.48, respectively, and the overall assessment result of consumption potential is "medium" level, among which the effect ofmarketing activities in August and September is better than that in March and June, and the comprehensive scores are 0.57 and 0.63,which are "medium to upper" leve. On the whole, the impact of market influence ability, user value and marketing communicationeffect on the release of consumption potential decreases in tum The analysis results are in good agreement with the actual situation,which venifies the feasibility and applicability of the nuti-modal assessment model of consumption potential In addition, due to thelimited space, this paper only takes the tobacco industry as an example. In our future work, the specific index system can be adjustedaccording to the actual application needs.
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