|
|||||
|
|
| 融合关联挖掘与D-ANP的数字经济下消费潜力多模态评估模型构建 | |
| 引用本文： | 张天骄,张子超,黄堃,赵又霖,林怡妮. 融合关联挖掘与D-ANP的数字经济下消费潜力多模态评估模型构建[J]. 农业图书情报学刊, 2023, 35(2): 16-29. DOI: 10.13998/j.cnki.issn1002-1248.23-0087 |
| 作者姓名： | 张天骄 张子超 黄堃 赵又霖 林怡妮 |
| 作者单位： | 1.广西中烟工业有限责任公司,南宁 530001; 2.南京大学 信息管理学院,南京 210023; 3.河海大学 商学院,南京 211100 |
| 基金项目： | 广西中烟工业有限责任公司科技项目“基于机器学习方法的营销活动效果动态评估”（CGAXZX20210030050001-044）; 江苏省社会科学基金青年基金“社会感知数据驱动下的公共卫生事件时空演化研判机制研究”（20TQC001）; 中国博士后科学基金特别资助“面向应急管理的时空数据语义模型构建及创新应用机理研究”（2021T140311）; 中国博士后科学基金面上项目“环境污染突发事件的时空数据挖掘及协同治理机制研究”（2019M650108） |
| 摘 要： | [目的/意义]当前数字经济下消费潜力评估作为一项复杂的系统工程,未充分考虑评估指标间关联关系,存在效率低、过于依赖专家主观经验等问题,影响消费潜力评估结果的科学性、合理性。[方法/过程]基于广西中烟工业有限责任公司消费潜力相关数据,采用Apriori算法筛选评估指标,融合DEMATEL和ANP分析指标间依赖关系、计算组合权重,构建包含用户价值、营销传播效果、市场影响能力三维度的数字经济下消费潜力多模态评估模型。[结果/结论]以广西中烟工业有限责任公司2021年3月至9月期间6个真龙卷烟产品营销活动为案例进行实证研究,3月、4月、5月、6月营销活动综合得分分别为0.53、0.52、0.51、0.48,消费潜力总体评估结果为“中等”水平,8、9月营销活动优于3～6月,综合得分为0.57、0.63,处于“中等偏上”水平,总体来看市场影响能力、用户价值、营销传播效果方面对消费潜力的影响依次降低。分析结果与实际情况相符程度较高,验证了消费潜力多模态评估模型的可行性和应用性。 |
| 关 键 词： | 关联挖掘 D-ANP 数字经济 消费潜力 |
| 收稿时间： | 2023-01-10 |
Construction of Multimodal Assessment Model of Consumption Potential in the Digital Economy Integrating Association Rule Mining Algorithm with D-ANP |
|
| ZHANG Tianjiao,ZHANG Zichao,HUANG Kun,ZHAO Youlin,LIN Yini. Construction of Multimodal Assessment Model of Consumption Potential in the Digital Economy Integrating Association Rule Mining Algorithm with D-ANP[J]. Journal of Library and Information Sciences in Agriculture, 2023, 35(2): 16-29. DOI: 10.13998/j.cnki.issn1002-1248.23-0087 | |
| Authors: | ZHANG Tianjiao ZHANG Zichao HUANG Kun ZHAO Youlin LIN Yini |
| Affiliation: | 1. Guangxi China Tobacco Industry Co., Ltd., Nanning 530001; 2. School of Information Management, Nanjing University, Nanjing 210023; 3. Business School of Hohai University, Nanjing 211100 |
| Abstract: | [Purpose/Significance] Consumption is an important aspect of stimulating domestic demand. In the current development stage, the spatial and geographical distribution characteristics of our country indicate that domestic demand has great potential. However, the evaluation of consumption potential in the digital economy is a complex systematic project. Current research does not fully consider the correlation between evaluation indicators, and there are some problems such as low efficiency and too much reliance on the subjective experience of experts, which affect the scientific and reasonable evaluation results of consumption potential. [Method/Process] First of all, starting from each major work link that affects the consumption potential under the background of the digital economy, the preliminary evaluation index was determined through expert consultation and literature research and screening, and the primary evaluation index set of consumption potential under the background of the digital economy wasconstructed. Based on the consumption potential assessment data of Guangxi Zhongyan Industry Co., Ltd. from January to December 2021, the correlation and association rules among the assessment indicators were analyzed by using Apriori association rule mining algorithm, to streamline the assessment indicators and build an assessment index system of consumption potential in the context of the digital economy. The index system includes 11 secondary indicators and 19 tertiary indicators, such as user value, marketing communication effect, marketing ability, user participation, user influence, and channel effectiveness. Combining the influence relationship and influence degree between the quantitative evaluation indexes of DEMATEL and ANP, the weights of the evaluation indexes were calculated by the subjective and objective combination weighting method, to construct a multi-modal evaluation model of consumption potential in the digital economy. [Results/Conclusions] Taking six real dragon cigarette product marketing activities of Guangxi China Tobacco Industry Co., Ltd. from March 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 of marketing 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 level. On the whole, the impact of market influence ability, user value and marketing communication effect on the release of consumption potential decreases in turn. The analysis results are in good agreement with the actual situation, which verifies the feasibility and applicability of the multi-modal assessment model of consumption potential. In addition, due to the limited space, this paper only takes the tobacco industry as an example. In our future work, the specific index system can be adjusted according to the actual application needs. |
| Keywords: | association mining D-ANP digital economy consumption potentiality |
| 点击此处可从《农业图书情报学刊》浏览原始摘要信息 | |
| 点击此处可从《农业图书情报学刊》下载全文 | |