Text Mining’s Application On Consumer Insight At Company "S" And Improvement Suggestions

When marketing person decides to draw its marketing strategic map for his company,he can always use toolkit like 4P,4C,PEST and STP,do classical survey,focusing group or send out trial products.But since our technology is upgrading day by day and our marketing field has been transferred from off-line to on-line,should the marketing theory and toolkit be upgraded,too?As the concept “from product dominating to marketing oriented” being widely accepted by marketing person all over the world,more an d more companies have put “customer” on the central position.“Consumer insight” has thus become the core value of marketing strategy.Meanwhile,new methodology has been applied into data analysis with the technology booming.As an important branch of big data analysis,“text mining” is now playing significant role in various fields,as well as in marketing study.Since I have been working for a leading automotive company in China for many years and have collected quite a few experiences in digital marketing strategy,I think it might be a good idea that I should go through all the projects I’ve worked on and try to figure out how we actually applied “text mining” technology into “consumer insight” practices,even when I know that it was more like experiments.In this thesis,I will first introduce the classical marketing theory,definition of consumer insight,basic knowledge of text mining and 4 most frequent used scenarios when combine text mining with consumer insight.Then I will hire four real cases which match exactly with the 4 scenarios to explain how we apply theory to practice,what kind of difficulties we have met and what results we got.Finally,I will list some problems I found from practices and try to give executional solution in both technological way and managing way.