從輿情探討台灣雞肉市場競爭分析-以大成食品與卜蜂集團為例

本研究旨在分析台灣雞肉市場中大成食品和卜蜂集團的行銷策略，通過InfoMiner即時輿情分析平台，從網路口碑、情緒分析、文字雲分析及頻道來源等多角度進行深入探討。研究結果顯示，大成食品主要依賴Instagram進行行銷，聲量集中在單一平台；而卜蜂集團則在Faceboo渠道中表現突出，頻道多樣性高，有助於提升品牌曝光度和市場滲透率。情緒分析發現，兩品牌的正向情緒均為45%，但卜蜂的負向情緒占比高於大成，主要源於環境污染和產品品質問題。文字雲分析顯示，消費者對大成食品的關鍵字集中在“料理”、“超商”和“口感”，而卜蜂集團的關鍵字則包括“美味”、“料理”和“購買”。維度分析結果表明，大成食品在網路購物和便利商店渠道中佔有優勢，而卜蜂集團則在團購主、批發和大型超市渠道中表現突出。研究建議大成食品應擴展行銷渠道，增加與大型零售超市及其他社交媒體平台的合作，以提高品牌曝光度和市場滲透率。同時，需提升產品品質，強化供應鏈管理以減少負面評論。卜蜂集團應加強在電商平台上的投入，擴大網路銷售渠道的影響力，並改善產品創新和多樣化策略。此外，應積極應對負面情緒，加強在環境保護和社會責任方面的投入。未來，企業應更加注重數據驅動的決策，通過數據分析制定更加精確的行銷策略，以提升品牌的競爭力和市場表現。

關鍵字

台灣肉品市場；輿論；消費型態；數據分析；文字探勘

並列摘要

This study aims to analyze the marketing strategies of Dachan Foods and C.P. Group in Taiwan's chicken meat market. Utilizing the InfoMiner real-time public opinion analysis platform, the study delves into multiple perspectives, including online reputation, sentiment analysis, word cloud analysis, and channel sources. The results reveal that Dachan Foods primarily relies on Instagram for marketing, with its visibility concentrated on a single platform. In contrast, C.P. Group excels on Facebook and in large supermarket channels, demonstrating high channel diversity, which helps enhance brand exposure and market penetration. Sentiment analysis indicates that both brands have a positive sentiment rate of 45%, but C.P. Group exhibits a higher proportion of negative sentiment compared to Dachan, mainly due to environmental pollution and product quality issues. Word cloud analysis shows that consumers associate key terms such as "cuisine," "convenience store," and "taste" with Dachan Foods, while key terms for CP Group include "delicious," "cuisine," and "purchase." Dimensional analysis results indicate that Dachan Foods has an advantage in online shopping and convenience store channels, whereas CP Group performs well in group buying, wholesale, and large supermarket channels. The study suggests that Dachan Foods should expand its marketing channels and increase collaborations with large retail supermarkets and other social media platforms to enhance brand exposure and market penetration. Additionally, it should improve product quality and strengthen supply chain management to reduce negative reviews. CP Group should increase its investment in e-commerce platforms to expand the influence of online sales channels, and improve product innovation and diversification strategies. Furthermore, CP Group should actively address negative sentiment and increase investments in environmental protection and social responsibility. In the future, companies should place greater emphasis on data-driven decision-making, using data analysis to formulate more precise marketing strategies, thereby enhancing brand competitiveness and market performance.