基于K-Means分析法的葛根粉電商產品發展現狀研究?

摘 要：該研究運用網絡爬蟲技術對淘寶網上的葛根粉商品進行信息收集，并使用K-Means分析法對葛根粉商品的月銷量、價格、收藏量、評論量和評分進行聚類分析，總結出我國葛根粉電商產品的發展現狀，并為葛根粉電商產品經營提出相應建議。研究發現，目前我國葛根粉電商產品主要集中在湖北、江蘇、湖南、安徽、浙江、江西，占比為69.99%；價格區間為4.60～56.00元/500 g的葛根粉電商產品為“紅海市場”商品，競爭最為激烈，價格區間為56.00～133.00元/500 g的葛根粉電商產品為“藍海市場”商品，是利潤的主要來源，葛根粉電商中的高端產品因存在一定的溢價而購買人數較少，為“金牛市場”商品；絕大多數葛根粉電商產品的收藏量與評論量都低，可能是因為葛根粉電商行業總體顧客關注度較低，市場規模較小；葛根粉電商商品評分與月銷量總體呈顯著的正相關關系。在此基礎上，提出提升商品精深加工、多元化水平，占據更大市場份額；改進商品鋪貨策略，打造全系列商品體系；采用多種策略，提高商品綜合評分等建議。

關鍵詞：葛根粉；電商平臺；數據挖掘；K-Means分析

中圖分類號：F323.7 文獻標識碼：A 文章編號：1006-060X（2023）06-0088-08

Abstract：By using the web crawler technology to collect the information of kudzu root powder products on taobao.com， and adopting K-Means analysis method to conduct the cluster analysis on the monthly sales volume， price， collection volume， review volume and score of kudzu root powder products， the study summarizes the development status of China's kudzu root powder e-commerce products， and puts forward corresponding suggestions for the management of kudzu root powder e-commerce products. The study finds that China's kudzu root powder e-commerce products are mainly concentrated in Hubei， Jiangsu， Hunan， Anhui， Zhejiang and Jiangxi provinces， which account for 69.99% of the total. Kudzu root powder e-commerce products with a price range of 4.60 yuan/500 g to 56.00 yuan/500 g are \"red sea market\" commodities， whose competition is the most intense; those with a price range of 56.00 yuan/500 g to 133.00 yuan/500 g are \"blue sea market\" commodities， which are the main source of profits; the high-end products are \"golden bull market\" commodities， having a smaller number of buyers due to a certain premium. The vast majority of kudzu root powder e-commerce products have low collection and review volumes， maybe the kudzu root powder e-commerce industry is generally less concerned by customers and the market size is relatively small. There is a significant positive correlation between the score and the monthly sales volume of kudzu root powder e-commerce products. Hence， the study suggests improving the level of deep processing and diversification of commodities to occupy a larger market share; improving commodity distribution strategies to create a full range of the commodity system; adopting a variety of strategies to improve the comprehensive score of commodities.

Key words：kudzu root powder; e-commerce platform; data mining; K-Means analysis

2022年中央一號文件指出，要持續推進農村一二三產業融合發展，重點發展農產品加工、鄉村休閑旅游、農村電商等產業，實施“數商興農”工程，推進電子商務進鄉村。《中國農村電子商務發展報告（2021—2022）》顯示，2021年全國農村網絡零售額為2.05萬億元，占全國網絡零售額的15.66%，同比增長11.3%[1]。

在眾多農產品中，葛屬于豆科蝶形花亞科，是中華人民共和國國家衛生健康委員會認定的藥食同源植物，素有“亞洲人參”和“南葛北參”的美譽[2]。……