CN111210308B - Method, device, computer equipment and medium for determining popularization strategy - Google Patents
Method, device, computer equipment and medium for determining popularization strategy Download PDFInfo
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Abstract
The invention discloses a method, a device, computer equipment and a medium for determining a promotion strategy, wherein the method comprises the following steps: determining a product to be popularized; aiming at each attribute keyword of a product to be promoted, searching evaluation information related to the attribute keyword in a database; aiming at each attribute keyword of a product to be promoted, determining an influence index of the attribute keyword according to evaluation information related to the attribute keyword; and determining the popularization strategy of the product to be popularized according to the difference of the influence indexes of different attribute keywords of the product to be popularized. According to the method and the device, a large number of evaluation information is acquired from the database, so that the influence indexes determined according to the evaluation information can more comprehensively influence the attribute keywords, and the promotion strength of the promotion strategy determined according to the influence indexes corresponding to different attribute keywords is higher.
Description
Technical Field
The present disclosure relates to the field of data analysis, and in particular, to a method, an apparatus, a computer device, and a medium for determining a promotion policy.
Background
Products on the market (such as cosmetic products, health care products and the like) are rich and various, and a merchant takes a preemptive place in the vast cosmetic market, so that the cosmetic products can be quickly known by users and quickly purchased by the users, and the direction of important attention of the merchant is the direction, so that the merchant needs an optimal popularization strategy for the cosmetic products.
In most cases, the popularization of the cosmetic product is required to meet the thought of a user, the cosmetic product is quickly known by the user according to the thought of the user, and general merchants usually determine the thought of the user in a questionnaire manner, however, the method for knowing the thought of the user has a smaller investigation range and is not comprehensive enough in data, and the popularization strategy of the cosmetic product is determined by utilizing the data, so that the popularization strength of the popularization strategy is possibly smaller.
Disclosure of Invention
In view of this, the present application aims to provide a method, a device, a computer device and a medium for determining a promotion policy, so as to solve the problem of how to improve the promotion strength of the promotion policy of a product in the prior art.
In a first aspect, an embodiment of the present application provides a method for determining a promotion policy, including:
Determining a product to be popularized;
aiming at each attribute keyword of the product to be promoted, searching evaluation information related to the attribute keywords in a database;
determining an influence index of each attribute keyword of the product to be promoted according to evaluation information related to the attribute keyword;
and determining the popularization strategy of the product to be popularized according to the difference of the influence indexes of the different attribute keywords of the product to be popularized.
Optionally, the determining, for each attribute keyword of the product to be promoted, the impact index of the attribute keyword according to the evaluation information related to the attribute keyword includes:
determining calculation parameters according to the relevant evaluation information of the attribute keywords aiming at each attribute keyword of the product to be promoted; the calculated parameters include one or any of the following: search index, desirability index, sound quantity index, interaction index, and social propagation index;
and calculating the influence index of each attribute keyword of the product to be promoted according to the calculation parameters.
Optionally, the related evaluation information includes a search quantity, the calculation parameter includes a search index, and the step of determining the calculation parameter according to the related evaluation information of the attribute keyword includes:
And calculating a search index according to the search quantity and the historical search index in the appointed time period.
Optionally, the evaluation information includes sound quantity, the calculation parameter includes a goodness index, and the step of determining the calculation parameter according to the relevant evaluation information of the attribute key word includes:
the goodness index is calculated from the sound volumes, positive ones of the sound volumes, and negative ones of the sound volumes.
Optionally, the evaluation information includes sound volume, the calculation parameter includes sound volume index, and the step of determining the calculation parameter according to the relevant evaluation information of the attribute key word includes:
and calculating the sound volume index according to the sound volume corresponding to each popularization platform for popularizing the product to be popularized.
Optionally, the evaluation information includes a forwarding amount, a comment amount, and a praise amount, the calculation parameters include an interaction index, and the step of determining the calculation parameters according to the relevant evaluation information of the attribute keywords includes:
and calculating the interaction index according to the forwarding quantity, the comment quantity and the praise quantity corresponding to the popularization platform of the product to be popularized.
Optionally, the promotion policy includes article content, and determining the promotion policy of the product to be promoted according to differences of influence indexes of different attribute keywords of the product to be promoted includes:
Adjusting the component proportion of the product to be promoted according to the difference of the influence indexes of different attribute keywords of the product to be promoted;
and determining the article content of the product to be promoted according to the component proportion.
In a second aspect, an embodiment of the present application provides a device for determining a promotion policy, including:
the determining module is used for determining products to be promoted;
the searching module is used for searching evaluation information related to each attribute keyword of the product to be promoted in the database;
the processing module is used for determining the influence index of each attribute keyword of the product to be promoted according to the evaluation information related to the attribute keywords;
and the promotion module is used for determining the promotion strategy of the product to be promoted according to the difference of the influence indexes of the different attribute keywords of the product to be promoted.
In a third aspect, embodiments of the present application provide a computer device including a memory, a processor, and a computer program stored on the memory and executable on the processor, the processor implementing the steps of the above method when executing the computer program.
In a fourth aspect, embodiments of the present application provide a computer-readable storage medium having stored thereon a computer program which, when executed by a processor, performs the steps of the above-described method.
The method for determining the popularization strategy comprises the steps of firstly, determining a product to be popularized; then, aiming at each attribute keyword of the product to be promoted, searching evaluation information related to the attribute keyword in a database; then, aiming at each attribute keyword of the product to be promoted, determining an influence index of the attribute keyword according to evaluation information related to the attribute keyword; and finally, determining the popularization strategy of the product to be promoted according to the difference of the influence indexes of the different attribute keywords of the product to be promoted.
In the prior art, the method for determining the popularization strategy needs to know the ideas (demands) of the clients generally adopts a questionnaire mode, however, the ideas of the clients are known through the questionnaire, the acquired data amount is less, and the covered client group is more unilateral, so that the popularization strength corresponding to the popularization strategy determined according to the data acquired by the questionnaire is smaller. According to the method and the device, the evaluation information related to the attribute keywords is obtained in the database, the influence indexes are determined according to the evaluation information, finally, the popularization strategy is determined according to the influence indexes corresponding to each attribute keyword, the obtained evaluation information is more in quantity, the client groups are not classified, the influence indexes determined according to the evaluation information can more comprehensively influence the attribute keywords, and therefore the popularization strength of the popularization strategy determined according to the influence indexes corresponding to different attribute keywords is higher.
In order to make the above objects, features and advantages of the present application more comprehensible, preferred embodiments accompanied with figures are described in detail below.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are needed in the embodiments will be briefly described below, it being understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered limiting the scope, and that other related drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.
Fig. 1 is a flow chart of a method for determining a promotion policy according to an embodiment of the present application;
FIG. 2 is a schematic flow chart of an impact index according to an embodiment of the present disclosure;
fig. 3 is a schematic structural diagram of determination of a promotion policy according to an embodiment of the present application;
fig. 4 is a schematic structural diagram of a computing device 400 according to an embodiment of the present application.
Detailed Description
For the purposes of making the objects, technical solutions and advantages of the embodiments of the present application more clear, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is apparent that the described embodiments are only some embodiments of the present application, but not all embodiments. The components of the embodiments of the present application, which are generally described and illustrated in the figures herein, may be arranged and designed in a wide variety of different configurations. Thus, the following detailed description of the embodiments of the present application, as provided in the accompanying drawings, is not intended to limit the scope of the application, as claimed, but is merely representative of selected embodiments of the application. All other embodiments, which can be made by those skilled in the art based on the embodiments of the present application without making any inventive effort, are intended to be within the scope of the present application.
In the process of product popularization, the client's ideas need to be known to make the product most suitable for the client's popularization strategy, and general merchants know the client's ideas through investigation files, but the content in the questionnaire is fixed, the client cannot fully publish own ideas, and the quantity of the questionnaire is less, so that the acquired data of the client's ideas is less, and the situation that the data is more unilateral can exist, so that the popularization strength of the product's popularization strategy determined according to the data is lower.
In order to solve the above problem, as shown in fig. 1, an embodiment of the present application provides a method for determining a popularization policy, including:
s101, determining a product to be promoted;
s102, aiming at each attribute keyword of the product to be promoted, searching evaluation information related to the attribute keyword in a database;
s103, aiming at each attribute keyword of the product to be promoted, determining an influence index of the attribute keyword according to evaluation information related to the attribute keyword;
s104, determining the popularization strategy of the product to be promoted according to the difference of the influence indexes of the different attribute keywords of the product to be promoted.
In the step S101, the product to be promoted is a product for being sold by a merchant now or in the future, and the product to be promoted may include a cosmetic product, a health product, a furniture product, etc., which is not limited herein.
In the step S102, the attribute key word reflects the attribute of the product to be promoted, and the attribute key word may be a component of the product, an efficacy of the product, and the like, which is not limited herein. The database stores evaluation information, wherein the evaluation information is content published by clients which can be acquired from an internet platform, and the evaluation information can comprise one or more of the following dimensions: the application is not limited herein, and the search information of the client may be content searched by the client in a search engine of each internet platform, the posting information of the client may be an article published by the client in a posting bar, the forwarding information of the client may be content corresponding to forwarding operation of the client in each internet platform, the comment information of the client may be comment content published by the client in each internet platform, and the praise information of the client may be content corresponding to praise operation of the client in each internet platform. The internet platform can be a platform for sharing contents published by a user through the internet, and can comprise a sun-stand type platform (such as a red book and the like), a forum type platform (such as a public comment, a bean paste, a bar, and the like), a microblog platform, a WeChat platform, an electronic commerce type platform (such as a panned tre, a cat, and the like), a video type platform (such as a tremble sound, a fast hand, and the like), a picture type platform (such as an eggplant, a nice, and the like), and the like.
Specifically, for each attribute keyword of a product to be promoted, searching evaluation information related to the attribute keyword in the database may be: and screening out the evaluation information containing the attribute keywords from the database according to the dimension of each evaluation information.
In step S103, the influence index reflects the influence of the attribute keyword in the internet platform, and the larger the influence index is, the larger the influence of the attribute keyword in the internet platform is, and the smaller the influence index is, the smaller the influence of the attribute keyword in the internet platform is.
Specifically, for each attribute keyword of a product to be promoted, according to the number of evaluation information corresponding to the attribute keyword in each dimension, an influence index of the attribute keyword is calculated.
In the step 104, the promotion policy may be a marketing means of the product to be promoted, and the promotion policy may include promotion time and article content. The promotion time can be the time period when the product to be promoted is subjected to advertisement promotion, and the article content can be the advertisement content when the product to be promoted is subjected to advertisement promotion.
Specifically, after determining the impact indexes corresponding to different attribute keywords of the product to be promoted, the different attribute keywords can be sorted in a descending order according to the difference of the impact indexes corresponding to the different attribute keywords, and a promotion strategy of the product to be promoted is determined, wherein the attribute keywords with the front sorting can be promoted preferentially in the promotion strategy.
Through the four steps, after the evaluation information corresponding to the keywords with different attributes is obtained from the database, the impact index corresponding to each attribute keyword is calculated, and the optimal popularization strategy is determined according to the impact index. According to the method and the device, the evaluation information acquired in the database can more comprehensively show the evaluation of the attribute keywords by clients of each level in each Internet platform, the influence indexes obtained through calculation according to the evaluation information can comprehensively and accurately show the influence degree of the attribute keywords in the Internet platform, and in the popularization strategy determined according to the influence degree of each attribute keyword, the attribute keywords with larger influence degree are mainly popularized, so that the popularization degree of products to be popularized is improved.
In this application, the impact index is an important index for determining a promotion policy of a product to be promoted, and in order to understand a determination process of the impact index in more detail, as shown in fig. 2, the application provides a detailed calculation method of the impact index, and step S103 includes:
s105, determining calculation parameters according to relevant evaluation information of the attribute keywords aiming at each attribute keyword of the product to be promoted; the calculated parameters include one or any of the following: search index, desirability index, sound quantity index, interaction index, and social propagation index;
S106, aiming at each attribute keyword of the product to be promoted, calculating the influence index of the attribute keyword according to the calculation parameters.
In the above step S105, the calculation parameters may reflect the influence of the attribute keywords in different aspects, and may include one or any of the following: search index, desirability index, sound quantity index, interaction index, and internet propagation index. The search index reflects the condition that the attribute keywords are searched in each internet platform, the larger the value corresponding to the search index is, the more the attribute keywords are searched in the internet platform, the smaller the value corresponding to the search index is, and the less the attribute keywords are searched in the internet platform. The goodness index reflects the like degree of the client to the attribute key words, the larger the value corresponding to the goodness index is, the more the client likes the content corresponding to the attribute key words, the smaller the value corresponding to the goodness index is, and the more the client is annoying to the content corresponding to the attribute key words. The sound volume index reflects the attention of the client to the attribute key words, and the larger the value corresponding to the sound volume index is, the higher the attention of the client to the attribute key words is, the smaller the value corresponding to the sound volume index is, and the lower the attention of the client to the attribute key words is. The interaction index reflects the interaction willingness of the client to the attribute keywords, and the larger the value corresponding to the interaction index is, the more the client is willing to interact with the content corresponding to the attribute keywords, and the smaller the value corresponding to the interaction index is, the more the client is contradicted to interact with the content corresponding to the attribute keywords. The internet propagation index reflects the propagation effect of the attribute keyword in the internet, and the larger the value corresponding to the internet propagation index is, the better the propagation effect of the attribute keyword in the internet is, the smaller the value corresponding to the internet propagation index is, and the worse the propagation effect of the attribute keyword in the internet is. In the step S106, for each attribute keyword of the product to be promoted, the impact index of the attribute keyword is calculated according to the calculation parameters corresponding to each aspect of the attribute keyword.
In the present application, the calculation parameters are calculated by using evaluation information corresponding to the attribute keywords, different evaluation information can be calculated to obtain calculation parameters in different aspects, and when the calculation parameters can include search indexes, the steps determine the calculation parameters according to the relevant evaluation information of the attribute keywords, including:
step 1051, determining the search quantity corresponding to the attribute key word in the current time period according to the evaluation information;
step 1052, calculating the search index of the attribute key word in the current time period according to the search amount and the historical search index corresponding to the attribute key word.
In the step 1051, the current time period reflects a time range, and the current time period may be manually specified, and the current time period may be 1 day, 1 week, 1 month, 1 quarter, etc., which is not limited herein. The determination of the search amount may be achieved by: screening search content containing attribute keywords from the searched evaluation information; the number of the filtered search contents is counted to determine the search amount.
In the above step 1052, the history search index may be a search index corresponding to a period of time preceding the current period of time.
And each Internet platform is provided with a search record corresponding to the Internet platform, so that the search index corresponding to the Internet platform can be calculated. In the application, the following formula may be used, and according to the search amount and the historical search index corresponding to the attribute key word, the search index of the attribute key word in the current time period is calculated;
SEI n ＝(S n –S_a)/(I n_max -I n_min )*100；
wherein n is the nth Internet platform, SEI n As search index corresponding to attribute key words in the current time period of the nth Internet platform, S n For the search quantity corresponding to the attribute key words in the nth Internet platform in the current time period, S_a is the average value of the search indexes of the attribute key words in each Internet platform, I n_max For the maximum value of attribute keywords in the historical search index, I n_min Is the minimum value of the attribute key words in the historical search index.
In the application, the search index is not only related to the search quantity, but also can be calculated according to the historical search index, and the accuracy of the search index obtained by the calculation mode is higher.
The client's propensity to feel a product may be represented by what the client publishes in the internet platform, and each time the client publishes a product, the content related to that product represents the volume of sound produced for that product (the volume of sound produced is abbreviated as volume in this application). In this application, the goodness index may be calculated according to the sound volume, and when the calculation parameters may include the goodness index, the steps determine the calculation parameters according to the relevant evaluation information of the attribute key words, including:
Step 1053, determining the sum of sound volumes, positive sound volumes and negative sound volumes corresponding to the attribute keywords in the current time period according to the evaluation information;
step 1054, calculating the wellness index based on the sum of sound volumes, the positive sound volume, and the negative sound volume.
In the above steps 1052 and 1054, the volume may be the number of times the content including the above-mentioned attribute key is published in the internet platform, and the content including the above-mentioned attribute key may be an article published by the client, a comment published by the client, or the like, which is not limited herein. The sound volume may include a positive sound volume, a neutral sound volume, and a negative sound volume, where the positive sound volume may reflect a preference of the client for the attribute key word, and the positive sound volume may be a volume of content that is included in the internet platform and represents preference for the attribute key word. The larger the value of the front volume is, the more the client likes the attribute keywords, and the smaller the value of the front volume is, the more the client is annoying to the attribute keywords. The negative sound amount may also reflect the preference of the client for the attribute key, and the negative sound amount may be the amount of content included in the internet platform that represents offensiveness to the attribute key. The larger the negative sound quantity value, the more offensive the client is to the attribute key words, and the smaller the negative sound quantity value, the more liked the client is to the attribute key words. The neutral volume may be the number of contents included in the internet platform for neutral evaluation of the above-mentioned attribute keywords. The neutral sound quantity has no effect on the organoleptic index.
In the present application, the positive sound quantity, the neutral sound quantity, and the negative sound quantity can be achieved by: firstly, screening out contents containing the attribute keywords from an Internet platform by a crawler method, inputting the screened contents into a semantic analysis model, and determining whether the contents containing the attribute keywords belong to positive contents, neutral contents or negative contents by a voice analysis model. And counting the number of the positive content, the neutral content or the negative content respectively to obtain the positive sound quantity, the neutral sound quantity and the negative sound quantity.
And calculating the goodness index of each attribute keyword in the current time period according to the sound quantity, the positive sound quantity and the negative sound quantity of each attribute keyword in the product to be promoted in the internet platform. In the present application, the following formula is used to calculate the desirability index from the sound quantity, the positive sound quantity among the sound quantities, and the negative sound quantity among the sound quantities;
NSR＝100+(((V_f–V_r)/(V_f+V_r)*100％)-V_v)/V)*100；
wherein NSR is the goodness index corresponding to the attribute key words in the current time period, V_f is the positive sound volume corresponding to the attribute key words in the current time period, V_r is the negative sound volume corresponding to the attribute key words in the current time period, V_v is the average value corresponding to the attribute key words in the current time period, and V is the total sound volume corresponding to the attribute key words in the current time period.
Because the clients can publish contents for the attribute keywords in each internet platform, but the influence degree of each internet platform on the clients is different, the sound volume index needs to be calculated according to the sound volume of each platform. When the calculation parameters may include a sound volume index, determining the calculation parameters according to the relevant evaluation information of the attribute key words, including:
step 1055, determining the sum of sound volumes corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information;
at step 1056, the volume index is calculated based on the corresponding sum of volumes in each internet platform.
In the above steps 1055 and 1056, the sound volume index reflects the influence of the content published by the clients in the internet platforms, and this influence may include a positive influence or a negative influence, so that the sound volume index can be calculated only by the sound volume in each internet platform.
In the application, the following formula is used, and the sound volume index is calculated according to the sound volume corresponding to the attribute keywords in each Internet platform;
BUZZ_INDEX＝V 0 *μ 0 +V 1 *μ 1 +……+V n *μ n ；
wherein BUZZ_INDEX is the sound volume INDEX corresponding to the attribute key word in the current time period, V n The total sound quantity, mu, corresponding to the nth Internet platform corresponding to the attribute key word in the current time period n The weight value corresponding to the nth internet platform. Mu (mu) 0 To mu n The sum of the additions is 1.
In the application, clients can interact with the content corresponding to the attribute keywords in each Internet platform, and the interaction comprises operations such as praise, comment, forwarding and the like. According to the interaction quantity, the interaction index can be calculated. The calculation parameters comprise interaction indexes, and the step of determining the calculation parameters according to the relevant evaluation information of the attribute keywords comprises the following steps:
step 1057, determining forwarding quantity, comment quantity and praise quantity corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information;
in step 1058, the interaction index is calculated according to the interaction amount corresponding to each internet platform.
In the above steps 1057 and 1058, the interaction amount reflects the interaction wish of the client to the related product of the attribute keyword, and the larger the value of the interaction amount is, the more willing the client to interact with the related product of the attribute keyword, and the smaller the value of the interaction amount is, the more annoying the client to interact with the related product of the attribute keyword. The interactive index reflects the interactive willingness of the client to the attribute keywords in the Internet platform, the larger the value of the interactive index is, the more the client is willing to interact with the related products of the attribute keywords, and the smaller the value of the interactive index is, the more the client is disagreeable to interact with the related products of the attribute keywords. Therefore, the sound volume index can be calculated according to the interaction volume corresponding to each internet platform.
In the application, the following steps are used, and the interaction index is calculated according to the interaction quantity corresponding to each Internet platform;
M n ＝T n +C n +G n ；
ENGA_INDEX＝M 0 *ρ 0 +M 1 *ρ 1 +……+M n *ρ n ；
wherein n is the nth Internet platform, M n T is the interaction quantity corresponding to the nth Internet platform of the attribute key words in the current time period n C, for the forwarding quantity corresponding to the nth Internet platform of the attribute key words in the current time period n G, for the comment quantity corresponding to the nth Internet platform of the attribute key words in the current time period n For the endorsement amount corresponding to the nth Internet platform in the current time period, ENGA_INDEX is the interaction INDEX, ρ, corresponding to the attribute key in the current time period n The weight value rho corresponding to the nth Internet platform 0 To ρ n The sum of the additions is 1.
After the sensitivity index, the sound volume index and the interaction index are calculated, calculating a social propagation index according to the sensitivity index, the sound volume index and the interaction index by using the following formula;
SOI＝NSR*σ 1 +BUZZ_INDEX*σ 2 +ENGA_INDEX*σ 3 ；
in the above formula, SOI is the propagation index, sigma, corresponding to the attribute key in the current time period 1 Is the weight value sigma corresponding to the goodness index 2 The weight value and sigma corresponding to the sound quantity index 3 The interactive index is a weight value corresponding to the interactive index. Sigma (sigma) 1 、σ 2 Sum sigma 3 The sum of the additions is 1.
In the above formula, the propagation index reflects the propagation condition of the attribute keywords in the internet, and the greater the value of the propagation index, the better the propagation effect of the attribute keywords in the internet is explained, and the smaller the value of the propagation index, the worse the propagation effect of the attribute keywords in the internet is explained.
By the attribute key words mentioned aboveSearch index SEI corresponding to each Internet platform in previous time period n And the propagation index corresponding to the attribute key words in the current time period can calculate the influence index of the attribute key words in the market in the current time period, and the influence index of the attribute key words in the market in the current time period is calculated through the search indexes corresponding to the attribute key words in each Internet platform in the current time period and the propagation index corresponding to the attribute key words in the current time period. Calculating an impact index from the search index and the propagation index using the following formula;
CII＝SOI*τ 0 +SEI 0 *τ 1 +……+SEI n *τ n+1 ；
in the above formula, CII is the index of influence of the attribute key words in the market in the current time period, SOI is the propagation index corresponding to the attribute key words in the current time period, SEI n And searching indexes corresponding to the attribute keywords in the nth Internet platform in the current time period. T is a weight value, τ 0 To tau n+1 The sum of the additions is 1.
In the formula, the influence index reflects the influence of the attribute keywords in the market in the current time period, and the larger the value of the influence index is, the larger the influence of the attribute keywords in the market is, the smaller the value of the influence index is, and the smaller the influence of the attribute keywords in the market is.
According to the method and the device, the corresponding influence index of each attribute keyword can be calculated through the values of the five dimensions of the search quantity, the sound quantity, the forwarding quantity, the comment quantity and the praise quantity, each attribute keyword can be accurately sequenced according to the influence index, the attribute keyword with the largest influence degree can be accurately determined, and furthermore, the popularization strategy is determined according to the determined attribute keyword with the larger influence degree, so that the popularization degree of the popularization strategy in clients can be improved.
After determining the impact index, the application may determine a promotion policy of a product to be promoted according to the determined impact index, and step S105 includes:
step 1051, adjusting the component proportion of the product to be promoted according to the difference of the influence indexes of different attribute keywords of the product to be promoted;
And step 1052, determining the article content of the product to be promoted according to the component proportion.
In the step 1051, the component ratio may be a ratio between each component in the product to be promoted.
Specifically, after the influence indexes of different attribute keywords are determined, the attribute keywords are ordered in a descending order according to each influence index, and the larger the influence of the attribute keywords with the earlier order is, the higher the proportion value of the components corresponding to the attribute keywords can be.
In the step 1052, the content of the article may be text corresponding to the promotion advertisement, the content of the article may be determined according to the composition of the product to be promoted, and the content of the article may also be determined according to the efficacy of the product to be promoted.
Specifically, the content of the article may be edited according to the composition corresponding to the composition ratio, or may be edited according to the efficacy corresponding to each composition in the composition ratio.
As shown in fig. 3, an embodiment of the present application provides a device for determining a promotion policy, including:
a determining module 301, configured to determine a product to be promoted;
the searching module 302 is configured to search, for each attribute keyword of the product to be promoted, evaluation information related to the attribute keyword in a database;
The processing module 303 is configured to determine, for each attribute keyword of the product to be promoted, an impact index of the attribute keyword according to evaluation information related to the attribute keyword;
and the promotion module 304 is configured to determine a promotion policy of the product to be promoted according to differences of influence indexes of different attribute keywords of the product to be promoted.
Optionally, the processing module 303 includes: a calculation parameter determination unit and an influence index determination unit;
the calculation parameter determining unit is used for determining calculation parameters according to the relevant evaluation information of each attribute keyword of the product to be promoted; the calculated parameters include one or any of the following: search index, desirability index, sound quantity index, interaction index, and social propagation index;
the influence index determining unit is used for calculating the influence index of each attribute keyword of the product to be promoted according to the calculation parameters.
The calculation parameters include search indexes, and the calculation parameter determining unit includes:
the search index calculation subunit is used for determining the corresponding search quantity of the attribute keywords in the current time period according to the searched evaluation information; and calculating the search index of the attribute key words in the current time period according to the search quantity and the historical search index corresponding to the attribute key words.
Optionally, the calculation parameter includes a sensitivity index, and the calculation parameter determining unit includes:
the goodness index calculating subunit is used for determining the sound volume sum, the positive sound volume and the negative sound volume corresponding to the attribute keywords in the current time period according to the evaluation information; calculating the goodness index based on the sum of sound volumes, the positive sound volume, and the negative sound volume.
Optionally, the calculation parameter includes a sound volume index, and the calculation parameter determining unit includes:
the sound volume index calculating subunit is used for determining the sound volume sum corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information; and calculating the sound volume index according to the corresponding sound volume sum in each internet platform.
Optionally, the calculation parameter includes an interaction index, and the calculation parameter determining unit includes:
the interaction index calculation unit is used for determining forwarding quantity, comment quantity and praise quantity corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information;
and calculating the interaction index according to the interaction quantity corresponding to each Internet platform.
Optionally, the promotion policy includes article content, and the promotion module 304 includes, when determining the promotion policy of the product to be promoted according to the difference of the impact indexes of different attribute keywords of the product to be promoted,:
adjusting the component proportion of the product to be promoted according to the difference of the influence indexes of different attribute keywords of the product to be promoted;
and determining the article content of the product to be promoted according to the component proportion.
Corresponding to the method for determining a promotion policy in fig. 1, the embodiment of the present application further provides a computer device 400, as shown in fig. 4, where the device includes a memory 401, a processor 402, and a computer program stored in the memory 401 and capable of running on the processor 402, where the steps of the method for determining a promotion policy are implemented when the processor 402 executes the computer program.
Specifically, the above memory 401 and the processor 402 may be general-purpose memories and processors, which are not specifically limited herein, when the processor 402 runs a computer program stored in the memory 401, the above method for determining a promotion policy may be executed, so as to solve the problem of how to improve the promotion strength of a promotion policy of a product in the prior art.
Corresponding to the method for determining a promotion policy in fig. 1, the embodiment of the application further provides a computer readable storage medium, on which a computer program is stored, which when executed by a processor performs the method for determining a promotion policy described above.
Specifically, the storage medium can be a general storage medium, such as a mobile disk, a hard disk, and the like, when a computer program on the storage medium is run, the method for determining the promotion policy can be executed, so as to solve the problem of how to improve the promotion strength of the promotion policy of a product in the prior art.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other manners. The above-described apparatus embodiments are merely illustrative, for example, the division of the units is merely a logical function division, and there may be other manners of division in actual implementation, and for example, multiple units or components may be combined or integrated into another system, or some features may be omitted, or not performed. Alternatively, the coupling or direct coupling or communication connection shown or discussed with each other may be through some communication interface, device or unit indirect coupling or communication connection, which may be in electrical, mechanical or other form.
The units described as separate units may or may not be physically separate, and units shown as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of this embodiment.
In addition, each functional unit in the embodiments provided in the present application may be integrated in one processing unit, or each unit may exist alone physically, or two or more units may be integrated in one unit.
The functions, if implemented in the form of software functional units and sold or used as a stand-alone product, may be stored in a computer-readable storage medium. Based on such understanding, the technical solution of the present application may be embodied essentially or in a part contributing to the prior art or in a part of the technical solution, in the form of a software product stored in a storage medium, including several instructions for causing a computer device (which may be a personal computer, a server, or a network device, etc.) to perform all or part of the steps of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a random access Memory (RAM, random Access Memory), a magnetic disk, or an optical disk, or other various media capable of storing program codes.
It should be noted that: like reference numerals and letters in the following figures denote like items, and thus once an item is defined in one figure, no further definition or explanation of it is required in the following figures, and furthermore, the terms "first," "second," "third," etc. are used merely to distinguish one description from another and are not to be construed as indicating or implying relative importance.
Finally, it should be noted that: the foregoing examples are merely specific embodiments of the present application, and are not intended to limit the scope of the present application, but the present application is not limited thereto, and those skilled in the art will appreciate that while the foregoing examples are described in detail, the present application is not limited thereto. Any person skilled in the art may modify or easily conceive of the technical solution described in the foregoing embodiments, or make equivalent substitutions for some of the technical features within the technical scope of the disclosure of the present application; such modifications, changes or substitutions do not depart from the spirit and scope of the corresponding technical solutions. Are intended to be encompassed within the scope of this application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
Claims (9)
1. The method for determining the popularization strategy is characterized by comprising the following steps:
determining a product to be popularized;
aiming at each attribute keyword of the product to be promoted, searching evaluation information related to the attribute keywords in a database;
for each attribute keyword of the product to be promoted, determining an impact index of the attribute keyword according to evaluation information related to the attribute keyword, including: determining the social propagation index of the attribute key words according to the susceptibility index, the sound volume index and the interaction index of the attribute key words; determining an influence index of the attribute key words according to the search index of the attribute key words and the social propagation index; the influence index is calculated through the search quantity, the sound quantity, the forwarding quantity, the comment quantity and the praise quantity;
adjusting the component proportion of the product to be promoted according to the difference of the influence indexes of different attribute keywords of the product to be promoted; determining the article content of the product to be promoted according to the component proportion;
the method further comprises the steps of: substituting the maximum value of the historical search index and the minimum value of the historical search index into the following formula to determine the search index of the attribute key words;
SEIn＝(S_n-S_a)/(I_(n_max)-I_(n_min))*100；
Wherein n is an nth internet platform, SEI_n is a search index corresponding to an attribute keyword in the current time period of the nth internet platform, S_n is a search amount corresponding to the attribute keyword in the current time period of the nth internet platform, S_a is an average value of the search indexes of the attribute keyword in each internet platform, I_ (n_max) is a maximum value of the attribute keyword in a historical search index, and I_ (n_min) is a minimum value of the attribute keyword in the historical search index;
determining an influence index of the attribute key words according to the search index of the attribute key words and the social propagation index, wherein the influence index comprises the following steps: the search index of the attribute key words and the social propagation index are brought into the following formula to obtain the influence index of the attribute key words;
CII＝SOI*τ 0 +SEI 0 *τ 1 +……+SEI n *τ n+1 ；
wherein CII is the influence index of the attribute key words, SOI is the social propagation index of the attribute key words, SEI_n is the search index corresponding to the attribute key words in the nth Internet platform in the current time period, and τ 0 To tau n+1 The sum of the additions is 1.
2. The method of claim 1, wherein the determining, for each attribute keyword of the product to be promoted, an impact index of the attribute keyword according to evaluation information related to the attribute keyword comprises:
Determining calculation parameters according to the relevant evaluation information of the attribute keywords aiming at each attribute keyword of the product to be promoted; the calculated parameters include one or any of the following: search index, desirability index, sound quantity index, interaction index, and social propagation index;
and calculating the influence index of each attribute keyword of the product to be promoted according to the calculation parameters.
3. The method of claim 2, wherein the calculated parameters include search indexes, and the step of determining the calculated parameters based on the associated rating information of the attribute key comprises:
determining the corresponding search quantity of the attribute keywords in the current time period according to the searched evaluation information;
and calculating the search index of the attribute key words in the current time period according to the search quantity and the historical search index corresponding to the attribute key words.
4. The method of claim 2, wherein the calculated parameters include a goodness index, and wherein determining the calculated parameters based on the associated rating information for the attributed keyword comprises:
determining the sum of sound volumes, positive sound volumes and negative sound volumes corresponding to the attribute keywords in the current time period according to the evaluation information;
Calculating the goodness index based on the sum of sound volumes, the positive sound volume, and the negative sound volume.
5. The method of claim 2, wherein the calculated parameters include sound volume index, and the step of determining the calculated parameters based on the associated evaluation information of the attribute key comprises:
determining the sum of sound volumes corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information;
and calculating the sound volume index according to the corresponding sound volume sum in each internet platform.
6. The method of claim 2, wherein the calculated parameters include an interaction index, and wherein determining the calculated parameters based on the associated rating information for the attributed keyword comprises:
determining forwarding quantity, comment quantity and praise quantity corresponding to the attribute keywords in each internet platform in the current time period according to the evaluation information;
and calculating the interaction index according to the interaction quantity corresponding to each Internet platform.
7. A promotional policy determination apparatus, comprising:
the determining module is used for determining products to be promoted;
the searching module is used for searching evaluation information related to each attribute keyword of the product to be promoted in the database;
The processing module is used for determining the influence index of each attribute keyword of the product to be promoted according to the evaluation information related to the attribute keywords, and comprises the following steps: determining the social propagation index of the attribute key words according to the susceptibility index, the sound volume index and the interaction index of the attribute key words; determining an influence index of the attribute key words according to the search index of the attribute key words and the social propagation index; the influence index is calculated through the search quantity, the sound quantity, the forwarding quantity, the comment quantity and the praise quantity;
the promotion module is used for adjusting the component proportion of the product to be promoted according to the difference of the influence indexes of different attribute keywords of the product to be promoted; determining the article content of the product to be promoted according to the component proportion;
the processing module is further used for substituting the maximum value of the historical search index and the minimum value of the historical search index into the following formula to determine the search index of the attribute keyword;
SEIn＝(S_n-S_a)/(I_(n_max)-I_(n_min))*100；
wherein n is an nth internet platform, SEI_n is a search index corresponding to an attribute keyword in the current time period of the nth internet platform, S_n is a search amount corresponding to the attribute keyword in the current time period of the nth internet platform, S_a is an average value of the search indexes of the attribute keyword in each internet platform, I_ (n_max) is a maximum value of the attribute keyword in a historical search index, and _ - (n_min) is a minimum value of the attribute keyword in the historical search index;
The processing module is further configured to bring the search index of the attribute keyword and the social propagation index into the following formula to obtain an impact index of the attribute keyword;
CII＝SOI*τ 0 +SEI 0 *τ 1 +……+SEI n *τ n+1 ；
wherein CII is the influence index of the attribute key words, SOI is the social propagation index of the attribute key words, SEI_n is the current attribute key wordsSearch index corresponding to the nth Internet platform within the time period, tau 0 To tau n+1 The sum of the additions is 1.
8. Computer device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, characterized in that the processor implements the steps of the determination method according to any of the preceding claims 1-6 when the computer program is executed by the processor.
9. A computer readable storage medium having stored thereon a computer program, characterized in that the computer program when executed by a processor performs the steps of the determination method of any of the preceding claims 1-6.
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