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Title:	應用主題建模技術探討數位媒體經營策略 Exploring digital media management strategies using topic modeling techniques
Authors:	賴冠州 Lai, Kuan-Chou
Contributors:	鄭宇庭 Cheng, Yu-Ting 賴冠州 Lai, Kuan-Chou
Keywords:	數位媒體自然語言處理文章分群主題模型資料降維 Digital media Natural language processing Document clustering Topic modeling Dimensionality reduction
Date:	2023
Issue Date:	2023-07-06 15:19:12 (UTC+8)
Abstract:	隨著現代科技的進步與普及，越來越多人開始依賴網路來取得所需資訊，這也改變了人們獲取資訊的方式。在這個資訊遍佈的時代，瞭解資訊的結構、內容以及主題成分變得非常重要。本研究旨在運用 LDA 主題模型，針對數位媒體過去 2018 至 2022 年共約 56.3 萬篇文章進行分析，以期瞭解文章的主題成分表徵和各主題分布等洞察，進而探討主題模型在經營上的應用與意涵。研究發現，在使用 LDA 主題模型的過程中，詞彙表的大小會直接影響模型的成效。詞彙表越大，模型的成效就越差。因此，最佳的詞彙表大小為 1000。此外，經過實驗得知，主題數的選擇也是非常關鍵的，最佳的主題數介於 20 至 30 之間。總結來說，選擇 1000 大小的詞彙表和 20 個主題數，可以有效地進行主題建模任務。另一方面，原文章類別能提供的資訊有限，沒辦法進行有效的文章成效分析。相比之下，LDA 模型不僅能夠捕捉更細緻地文章主題成分，這些主題資訊更真實地反映出經營策略和社會脈動的轉變。在經營策略上，數位媒體可以利用 LDA 模型提供的資訊做出更明智的決策，進而提升讀者的閱讀體驗。值得注意的是，研究結果顯示，平均每篇文章瀏覽數最好的前三名主題分別為娛樂、家庭和台灣國際關係，而這些面向的商業洞察是過往無法得到的。這些發現對於數位媒體的經營策略提供了非常有價值的決策依據。最後，LDA 模型不僅提供了許多應用情境的可能性，包括延伸閱讀推薦、文章檢索系統等，還可以進一步結合訪客瀏覽行為資料，進行受眾主題偏好分析、相似受眾搜尋、個人化推薦和精準廣告投放等，提升數位媒體營運效率。 With the advancement and popularization of modern technology, more and more people are relying on the internet to obtain the information they need. In this era of abundant information, it has become very important to understand the structure, content, and thematic components of information. This study aims to use topic modeling techniques to analyze a total of approximately 563,000 articles from digital media published from 2018 to 2022, in order to gain insights into the representation of thematic components and the distribution of each topic in the articles, and to explore the applications and implications of topic modeling in business. The study found that selecting a vocabulary size of 1000 and a number of topics of 20 can effectively perform the task of topic modeling. On the other hand, the LDA model can not only capture the topics of articles, but also analyze the thematic proportions of articles in more detail, reflecting the changes in business strategies and social trends. In terms of business strategy, digital media can use the information provided by the LDA model to make more informed decisions and enhance readers` reading experience. It is worth noting that the study results show that the top three topics with the best average number of page views are entertainment, family, and Taiwan`s international relations. These findings provide valuable decision-making basis for the business strategies of digital media. Finally, the LDA model provides many possibilities for applications, including recommender systems, article retrieval systems, audience thematic preference analysis, etc., enhancing the operational efficiency of digital media.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 106363079
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106363079
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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