社交网络背景下的数据驱动型消费者偏好研究

The research project on data-driven consumer preferences using social network is an advanced and exploratory new interdisciplinary subject, which is based on the studies of management, economics and information science involving the latest research results. This project has broad research background and numerous applications, and has significant value in both theory and applications. The main topics of this project are as follows: building the theoretical framework of consumer preferences in social network, developing the date-driven techniques and methods of consumer preferences, and proposing the extensions for related applications. The project will use text data and consumer behavior data to mainly study consumer behavior and consumer learning process. Following a technique plan that is “date-influencing factors-learning-preference”, this project will build a dynamic evolution model of consumer preference, then propose the methods of guiding consumer preference and building social network environment. These results not only have important research and practical value for related enterprises on activities including production and sales etc., but also appear to be significant for improving the theory and methods of consumer preference.

社交网络背景下的数据驱动型消费者偏好研究是根据目前国内外管理学、经济学和信息科学研究发展动态提炼出来的、具有前沿性和探索性的新的交叉学科课题。该课题不仅有广泛、大量的应用背景，而且具有丰富的理论研究意义和实际应用价值。项目的主要研究内容包括：建立社交网络背景下的消费者偏好理论框架，提出数据驱动型消费者偏好分析技术与方法，以及提出消费者偏好的应用型拓展研究方法。本项目将基于社交网络中的文本数据和消费者行为数据展开，以消费者行为和消费者学习为重点研究内容，按照“数据-影响因素-学习-偏好”的研究路线逐步深入，构建消费者偏好动态演化模型，开发数据驱动型消费者偏好动态演化算法，实现针对动态社交网络数据的消费者偏好时时分析，并给出引导消费者偏好和构建社交网络环境的策略。这些研究成果不仅对于进一步发展和完善消费者偏好理论和方法具有重要意义，对于各类相关企业的生产、销售等活动也有重要的研究和实践价值。