An Analysis Of New Energy Vehicle Marketing Development Based On Comment Text

Nowadays,the raised level of living standard guaranteed that at least one automobile in each household.An increasing number of people not only regard automobiles as travel tools,but also have a higher and higher requirement for automobiles' property and configuration.Meanwhile,the problem of energy and atmospheric pollution caused by the improvement of vehicles are becoming increasingly serious.The emergency of new energy vehicles will alleviate the problems brought by the overly rapid development of urbanization.Strongly developing new energy vehicles is a reform that the automobile industry must promote.With the advent of the era of Internet big data,more and more users will browse plenty of relevant information to support their purchase decisions when purchasing goods and manufacturers also use it to achieve their goals of commodities promoting.This paper uses the common text,data of word-of-mouth and forum articles,to analyze the marketing key point of new energy vehicles and improve marketing strategy,to provide marketing decisions for consumers and the long term development thinking for new energy vehicles.Based on this purpose,the article mainly completed the following work:First of all,using Python to crawl the word-of-mouth data and forum articles data under the classification of new energy vehicle from Autohome,and clean the crawled data,that is,the process of data preprocessing,such as data splitting,data cleaning,word segmentation,removing Stop Words and adding self defined automobile dictionary.To utilize space vector model to convert unstructured data into structured data,and IF-IDF model to extract key words.The data arrangement work has laid a solid foundation for the later analysis.Secondly,from the perspective of automobile manufacturers and media,this paper explores the marketing strategies of new energy vehicle marketing at this stage.To use WordCloud to grasp the factors in technology,market and other aspects,and through the LDA model to get six themes: the current situation,sales advantage,target group,electric drive system,application place and significance,which are also the marketing focus of automobile manufacturers and media at this stage.Hence,automobile manufacturers and media can usethese points to map out their strategies.Thirdly,from the perspective of automobile users,this paper researches the preference and purchase decision of new energy vehicle users,knows the preference is the key point for manufacture to map out the marketing strategies objectively,and provides a more objective method for automobile users to make purchase decision.According to the emotional polarity diagram to judge the positive and negative classification of the original focus of automobile websites,and draw the conclusion that power,control,appearance,interiors and cost performance are the positive marketing factors,while space,power consumption and comfort are the negative marketing factors.LDA model concluded that driving experience,environmental protection,money saving,government support and technology are the five points that automobile users preferred and they expressed concerns about charging,after-sales,price,hardware and maintenance rate are the five active points of future marketing.At the same time,in order to improve the judgment efficiency of automobile users on reviews,help them to make marketing decisions through review data,and make the marketing decision concrete,four groups of classification models are compared,which are based on support vector machine emotion classification model,Naive Bayes emotion classification model,decision tree emotion classification model and logistic regression emotion classification model.Finally,the SVM based emotion classification model has the best effect with an accuracy of 0.92.Finally,taking Tang new energy vehicle as an example,according to the research methods and ideas of this paper,the marketing strategies are formulated,that is,to intensify publicity in government supporting,energy consumption and dynamical system;to dispel the doubt about price,noise,interior design and auto parts in marketing strategies;In addition to construct their own decision models,that of similar autos should also be constructed for customers' reference.