Author(s)

Jingyu Xue

Corresponding Author

Jingyu Xue

Abstract

In today's digital age, social media has become an important position for enterprise marketing. How to realize accurate marketing with social media is a key issue for enterprises. This paper focuses on the research of precision marketing driven by social media sentiment analysis, and constructs a precision marketing model based on social media sentiment analysis by integrating social media marketing, sentiment analysis and precision marketing related theories. This model includes data collection, preprocessing, emotion analysis, consumer portrait construction, marketing strategy generation and effect evaluation, etc. All modules work together to mine value information from massive social media data to formulate accurate marketing strategies. This model can effectively help enterprises to deeply understand consumers' needs, preferences and emotional tendencies in product positioning and development, advertising and communication, customer relationship management and other marketing scenarios, and then formulate targeted strategies. This study provides practical guidance for enterprises to improve marketing accuracy and effect in social media environment.

Keywords

Social Media; Emotional Analysis; Precision Marketing