Research On User Preferences Of Cultural And Creative Products Based On Text Mining

As the country attaches great importance to the development of cultural undertakings and cultural creative industries,and "cultural self-confidence" has been promoted to a major national strategic level,the concept of cultural relics protection work has been changed to "let cultural relics come alive",and the museum cultural and creative fever has taken off.With the development of cultural and creative industries,the Palace Museum creatively creates a unique museum brand,and its cultural and creative products become popular on the Internet and sales rise steadily.Therefore,taking the cultural and creative products of the Palace Museum as an example,from the perspective of user evaluation,to explore the underlying causes and consumer preferences of the cultural and creative fever of the Palace Museum,so as to understand the consumer demands and future trends of the cultural and creative product market,which will help other museums to define their own positioning and achieve precise marketing,and further realize the innovative development of China’s outstanding traditional culture.This article uses text mining to study the user evaluation of the cultural and creative products of the Palace Museum,and crawls the reviews of four categories of popular cultural and creative products from the Palace Museum of Taobao through a web crawler,namely,gifts of the Palace Museum,stationery of the Palace Museum,ornaments of the Palace Museum and cosmetics of the Palace Museum.After data cleaning,data normalization,Chinese word segmentation,part-of-speech tagging and feature word list construction,the word cloud map,semantic network and LDA topic model are used to analyze the text features of the review text,and the review text is extracted from a coarse-grained and more comprehensive perspective.The important features involved are the factors that users are concerned about and the relationships between each factor.Based on this,establish an emotional lexicon and measure the sentiment values,perform emotional analysis from a fine-grained and more specific perspective,and then use the decision tree algorithm and logistic regression based on sentiment values to further summarize and analyze key features that affect users’ emotional tendencies.Combining text feature analysis and sentiment analysis,the research conclusions about the Palace Museum’s cultural and creative products are as follows: first,users are satisfied and recognized with the Palace Museum’s cultural and creative products as a whole;second,factors affecting user satisfaction include product attribute characteristics and shopping experience characteristics;third,there are common negative impact factors for the cultural and creative products of the Palace Museum;the research conclusions about different types of the cultural and creative products of the Palace Museum are as follows: first,users have different concerns about different types of the cultural and creative products of the Palace Museum;second,the sentiment scores of the Palace Museum’s cultural and creative products are significantly different from those of different categories and subcategories;third,the same characteristic factors have different effects on different categories of the Palace Museum’s cultural and creative products.According to the conclusions of the study,relevant suggestions are made for the entire Palace Museum’s cultural and creative products and different categories of the Palace Museum’s cultural and creative products,including diversified design styles,rationalized price setting,autonomous wearing adjustment and differentiated product development.In addition,relevant suggestions are also made for the development of the cultural and creative products of other museums.The first is to establish a cultural brand and create creative designs;the second is to strictly control the quality and improve the shopping experience;the third is to focus on category extensions to achieve high quality and low prices;the fourth is to actively interact with the audience and enhance user stickiness,so as to achieve high-quality transformation of traditional cultural IP,and then continuously and positively exert its cultural and economic value,and strengthen cultural self-confidence.