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： [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.
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] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises.[Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing.(3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products.(2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation.
Subjects: Other Disciplines >> Synthetic discipline submitted time 2023-03-31 Cooperative journals: 《农业图书情报学报》
Abstract： [Purpose/Significance] This paper aimed at evaluating information exchange efficiency of fire-fighting microblogs, in order to guiding information exchange and promoting the information exchange efficiency in emergency management. There are two primary innovations in this paper. First, compared with the existing research on emergency management and DEA methods, the existing research on the application of government microblogs in emergency management mainly focused on qualitative research. The research on DEA method focused on the performance evaluation of enterprises and banks. This paper used the DEA method to quantitatively analyze the efficiency of information exchange in emergency management. Second, this paper used the DEA method to divide the efficiency of fire-fighting microblogs into two parts: DEA effective and non-DEA effective, and comprehensively explored measures to improve efficiency from these two parts. [Method/Process] This paper took the highest level of fire-fighting microblogs officially certified by the provinces, autonomous regions and municipalities as the research resources. In order to do this research, an indicator system based on current influence of government microblog and the efficiency of communication was constructed; DEA-BBC model was used to measure the efficiency of fire-fighting microblog information exchange; the micro and macro influencing factors of fire-fighting microblog information exchange efficiency were identified; finally some measures were put forward to improve the efficiency of information exchange on fire-fighting microblogging. DEA is a non-parametric test method commonly used for enterprise performance and efficiency evaluation in management science. It can be used to evaluate decision-making units of multiple input indicators and multiple output indicators. Beyond that, the decision-making results of the method are not affected by the dimensions of input indicators and output indicators. This method also does not need to make weight assumptions, so it can provide more objective analysis results to make contribution to refining more effective improvement measures. [Results/Conclusions] The information exchange efficiency of the fire-fighting microblogs was generally rated as the medium level. It is better for us to arrange various inputs of the microblog account reasonably, and make full use of resources, which could improve the efficiency of information exchange. In addition, the operation of fire-fighting microblogs in different regions should be based on regional characteristics and period characteristics; local governments ought to strengthen network infrastructure construction and resource investment to eliminate the "digital divide"; government agencies should improve management systems, standardize the words and deeds of netizens and the daily work of relevant personnel. Microblog plays an important role in emergency management, which is also a necessary condition for the vigorous development of China's Internet governance.
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