基于K-Means分析法的葛根粉電商產(chǎn)品發(fā)展現(xiàn)狀研究?

摘 要：該研究運(yùn)用網(wǎng)絡(luò)爬蟲技術(shù)對(duì)淘寶網(wǎng)上的葛根粉商品進(jìn)行信息收集，并使用K-Means分析法對(duì)葛根粉商品的月銷量、價(jià)格、收藏量、評(píng)論量和評(píng)分進(jìn)行聚類分析，總結(jié)出我國(guó)葛根粉電商產(chǎn)品的發(fā)展現(xiàn)狀，并為葛根粉電商產(chǎn)品經(jīng)營(yíng)提出相應(yīng)建議。研究發(fā)現(xiàn)，目前我國(guó)葛根粉電商產(chǎn)品主要集中在湖北、江蘇、湖南、安徽、浙江、江西，占比為69.99%；價(jià)格區(qū)間為4.60～56.00元/500 g的葛根粉電商產(chǎn)品為“紅海市場(chǎng)”商品，競(jìng)爭(zhēng)最為激烈，價(jià)格區(qū)間為56.00～133.00元/500 g的葛根粉電商產(chǎn)品為“藍(lán)海市場(chǎng)”商品，是利潤(rùn)的主要來(lái)源，葛根粉電商中的高端產(chǎn)品因存在一定的溢價(jià)而購(gòu)買人數(shù)較少，為“金牛市場(chǎng)”商品；絕大多數(shù)葛根粉電商產(chǎn)品的收藏量與評(píng)論量都低，可能是因?yàn)楦鸶垭娚绦袠I(yè)總體顧客關(guān)注度較低，市場(chǎng)規(guī)模較??；葛根粉電商商品評(píng)分與月銷量總體呈顯著的正相關(guān)關(guān)系。在此基礎(chǔ)上，提出提升商品精深加工、多元化水平，占據(jù)更大市場(chǎng)份額；改進(jìn)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(píng)分等建議。

關(guān)鍵詞：葛根粉；電商平臺(tái)；數(shù)據(jù)挖掘；K-Means分析

中圖分類號(hào)：F323.7 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：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(hào)文件指出，要持續(xù)推進(jìn)農(nóng)村一二三產(chǎn)業(yè)融合發(fā)展，重點(diǎn)發(fā)展農(nóng)產(chǎn)品加工、鄉(xiāng)村休閑旅游、農(nóng)村電商等產(chǎn)業(yè)，實(shí)施“數(shù)商興農(nóng)”工程，推進(jìn)電子商務(wù)進(jìn)鄉(xiāng)村。《中國(guó)農(nóng)村電子商務(wù)發(fā)展報(bào)告（2021—2022）》顯示，2021年全國(guó)農(nóng)村網(wǎng)絡(luò)零售額為2.05萬(wàn)億元，占全國(guó)網(wǎng)絡(luò)零售額的15.66%，同比增長(zhǎng)11.3%[1]。

在眾多農(nóng)產(chǎn)品中，葛屬于豆科蝶形花亞科，是中華人民共和國(guó)國(guó)家衛(wèi)生健康委員會(huì)認(rèn)定的藥食同源植物，素有“亞洲人參”和“南葛北參”的美譽(yù)[2]?！?br>