Market Research And Analysis Of Duyijia Beef Jerky Based On Big Data

The big data contains a huge commercial value, how to correctly read and use of these large data, has become an important issue in the present study. This paper enterprise to Duyijia beef as the research object, and tries to dig out the concerns of consumers on dried beef and the key factors which influence the sales of the dried beef by analyzing plenty of comments on the beef products. It has an important practical significance to guide the Duyijia production activities and to enhance the competitiveness of enterprises.This paper applies the method of text mining, and extracts the focus of consumer in the beef jerky product comments. The paper analyzes the research results of Duyijia by descriptive statistical analysis, and through the stepwise regression method to establish the regression model to quantitatively analyze the main factors influencing the Duyijia sales. The conclusions are as follows:1 By using the method of text mining on the business platform of the dried beef products include massive data in the comments consumer attention were extracted. The results show that the main concerns of consumers when they buy dried beef are product characteristics, service characteristics, promotion, purchase channels and special use of usage. In these five aspects, the highest degree of concern is the product characteristics,followed by the service characteristics, and then are the promotion and purchase channels,special purpose of usage is the lowest.2 By using the method of descriptive statistical analysis, the research of Duyijia has been analyzed. The results show that the consumer's favorable rate of Duyijia dried beef product characteristics was only 69.13%. There are still some deficiencies, which mainly come from package, the shape of dried beef and the weight of dried beef. As for Duyijia's service rate, the favorable rate is only 73.89%, the unfavorable rate is up to 22.56%.Among them,consumers mainly dissatisfied with the current Duyijia's logistics mode.Duyijia can consider replace the express company in order to improve the satisfaction.Besides, Duyijia dried beef has many other special purpose of usage, such as gifts, buy on somebody's behalf and so on. And the promotion and buying channel of Duyijia also has to be improved.3 By using the method of stepwise regression to establish a linear regression model to analyze the factors of affecting the sales of Duyijia dried beef. The regression results show that the main factors of affecting the sales of Duyijia dried beef are the quality,service, taste and price factors. Among them, the quality factor, service factor and taste factor have a significant positive influence on Duyijia dried beef sales, and the quality has the strongest influence on sales, the taste has the minimum influence on sales. As for the price, it's has a significant negative impact of Duyijia beef sales.