以社群媒體探勘分析O2O發展趨勢

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王巧蓁(CHIAO-CHEN WANG) 查詢紙本館藏

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企業管理學系

論文名稱

以社群媒體探勘分析O2O發展趨勢
(Applying Social Media Text Mining to Analyze the Development Trend of O2O)

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摘要(中)

隨著物聯網、行動支付及LBS等應用加值服務的發展，O2O(online to offline)商務模式正急遽地顛覆了以往商業模式。同時，社群媒體已成為O2O商務發展的重要媒介，不僅是人們重要的消息來源，並且也可作為偵測議題與市場趨勢的工具，但回顧過往O2O相關領域研究，較少從社群媒體大眾意向的觀點來探討O2O發展趨勢。因此，本研究以社群媒體探勘方式，以“O2O”與“online to offline”作為關鍵詞彙，分別撈取中文與英文的Tweets，並分別分析中文Tweets與英文Tweets之文字採礦結果，以了解中文Tweets與英文Tweets對O2O所關注的面向，以分析O2O發展趨勢。研究結果顯示，在中文Tweets與英文Tweets大多聚焦在中國O2O的產業發展，而藉由中國產業發展動態得以窺見O2O發展趨勢，並將其歸納為三種途徑，即建立O2O生態圈、零售產業O2O商務轉型以及建立O2O新創平台；而在英文Tweets的文字採礦結果，則提供了亞洲其他國家發展O2O的產業訊息。本研究可供企業發展O2O商務之建議，可依其定位與資源能力，根據社群媒體採礦分析的結果來評估其適合的O2O商務發展途徑。

摘要(英)

With the substantial development of the Internet of things and the value-added services of mobile payment applications, O2O(online-to-offline) is rapidly replacing conventional business models. In addition, social media plays a main role in the development of O2O commerce, because it serves as a popular means of information acquisition and facilitates the exploration of various topics and market trends. However, few studies have utilized social media, which reflects public opinion, to explore the development of O2O. To mitigate this literature gap, social media mining was conducted in the present study to extract English and Chinese tweets in Twitter that respectively contained the keywords “O2O” and “online to offline”.
The text mining results were analyzed to determine the differences between O2O topics mentioned in English and Chinese tweets and to analyze the development of O2O commerce. The research result found that the O2O commerce developed through three approaches: building O2O ecosystems, incorporating O2O commerce-based business models in the retail industry, and developing O2O platforms that provide innovative services. This study provides references for enterprises aiming to adopt O2O commerce-based business models by suggesting that they can apply similar social media mining approaches for developing such models according to their available resources.

關鍵字(中)

★ O2O
★ online to offline
★ 社群媒體
★ 文字探勘

關鍵字(英)

★ O2O
★ online to offline
★ Social Media
★ Text mining

論文目次

中文摘要 ……………………………………………………………… i
ABSTRACT ……………………………………………………………… ii

誌謝 ……………………………………………………………… iii

目錄 ……………………………………………………………… iv

圖目錄 ……………………………………………………………… vi

表目錄 ……………………………………………………………… vii

第一章緒論………………………………………………………… 1

1.1 研究背景與動機……………………………………………………… 1
1.2 研究目的……………………………………………………………… 3
1.3 論文結構……………………………………………………………… 4
第二章文獻回顧…………………………………………………… 5

2.1 O2O商務模式……………………………………………………… 5
2.1.1 O2O定義與產業概況……………………………………………… 5
2.1.2 O2O交易流程……………………………………………………… 6
2.1.3 O2O銷售類型……………………………………………………… 8
2.1.4 O2O研究文獻……………………………………………………… 11
2.2 社群媒體……………………………………………………………… 15
2.2.1 社群媒體定義與概況………………………………………………… 15
2.2.2 社群媒體探勘研究文獻……………………………………………… 16
第三章研究方法…………………………………………………… 18

3.1 文字探勘……………………………………………………………… 18
3.1.1 資料蒐集……………………………………………………………… 19
3.1.2 資料清理……………………………………………………………… 19
3.1.3 文字採礦……………………………………………………………… 19
第四章研究結果…………………………………………………… 23

4.1 中文Tweets之文字採礦結果……………………………………… 23
4.1.1 百度…………………………………………………………………… 24
4.1.2 騰訊…………………………………………………………………… 26
4.1.3 熱點文章……………………………………………………………… 29
4.1.4 新浪網………………………………………………………………… 31
4.1.5 模式…………………………………………………………………… 32
4.1.6 電商…………………………………………………………………… 35
4.1.7 retail………………………………………………………………… 36
4.1.8 平台…………………………………………………………………… 37
4.2 英文Tweets之文字採礦結果……………………………………… 40
4.2.1 China………………………………………………………………… 40
4.2.2 Alibaba……………………………………………………………… 41
4.2.3 Baidu………………………………………………………………… 43
4.2.4 Dianping與Meituan………………………………………………… 43
4.2.5 Asia、ecommerce……………………………………………………… 44
4.2.6 service………………………………………………………………… 45
4.3 小結…………………………………………………………………… 47
4.3.1 中國O2O發展趨勢………………………………………………… 49
4.3.2 亞洲其他國家O2O發展趨勢……………………………………… 52
第五章結論與建議………………………………………………… 55

參考文獻 ……………………………………………………………… 57

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指導教授

沈建文

審核日期

2016-7-18

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