Analysis of Online Word-of-mouth of MIXUE Based on Python Web Crawler Technology

Junjie Wang; Xuening Zhuang; Yifan Wang; Xudong Shan; Yao Zhu

doi:10.54097/revyn780

Authors

Junjie Wang
Xuening Zhuang
Yifan Wang
Xudong Shan
Yao Zhu

DOI:

https://doi.org/10.54097/revyn780

Keywords:

MIXUE, Online reputation, Python web crawler, Content analysis, Topic analysis.

Abstract

This paper adopts Python web crawler technology and takes Dianping as the data source to capture the representative store reviews of MIXUE brand in 10 cities, and obtains a total of 4741 review data. Through content analysis and thematic analysis, we study how consumers evaluate MIXUE's brands, products, services and marketing strategies. The study found that consumers have an overall positive attitude toward the MIXUE brand, believing that its products are affordable and taste good. The main motives of consumers are habitual purchase, passing purchase, summer thirst quenching and so on. MIXUE's IP image and theme song are deeply loved by consumers, effectively driving online traffic into offline traffic. The study suggests that MIXUE continue to enrich its product line, improve product quality, strengthen standardized management of chain stores, and optimize marketing strategies to better meet consumer needs.

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