关键词: 随州香菇, 网络零售, 商品评论, 情感倾向, 文本挖掘, 满意度, 影响因素, 提升策略

Abstract: On the basis of Boston matrix theory, taking Suizhou mushroom as an example, according to the two major indicators of sales price and total transaction volume, the mushrooms products retailed on Tmall and Taobao were divided into nine major market types, and the online comments of consumers on Suizhou mushroom in the corresponding markets were crawled respectively. The emotional tendency of the comments was analyzed by using the emotional dictionary, and the evaluation of consumers' satisfaction with online retail of Suizhou mushroom implied in 14 703 commodity comments was obtained. From the perspective of semantic network structure and topic distribution, the text mining of positive and negative evaluations was carried out to extract the influencing factors of online retail satisfaction of Suizhou mushroom under various market types. The results showed that the factors affecting the decline of consumer satisfaction in Taobao Suizhou mushroom were relatively simple, focusing on quality, quantity, customer service communication and regular customer management, while the factors affecting the decline of consumer satisfaction in Tmall were relatively diverse, involving both the quality, packaging, quantity and other issues of the product itself, and also covering the customer service communication, logistics, price and other sales service problems. Further from the aspects of golden signboards, mushroom quality control, customer stickiness, food culture and service support, the optimization of the development of the “12345 promotion strategy combination punch ” was proposed, so as to give play to the new engine role of e-commerce of characteristic agricultural products in promoting the effective connection between poverty alleviation and rural revitalization in Suizhou City and even in the post poverty alleviation era in Hubei Province.

Key words: Suizhou mushroom, online retail, product review, sentiment tendency, text mining, satisfaction, influencing factor, promotion strategy