earticle

영어

This study examined the social perception of skin care using Big Data analysis centering on an Internet portal site. The data collection period was from April 27, 2022 through April 27, 2023. Textom and UCINET were used for analysis. Looking at the research results, first, as a result of analyzing the frequency of keywords related to skin care, aesthetic, drying, procedure, product, use, acne, and elasticity appeared in order. Second, by using NetDraw, it was possible to visualize the entire network structure for skin care and identify the relationship between each keyword. Third, as a result of the centrality analysis, the Degree centrality was found to be highest in the order of procedure, drying, elasticity, improvement, and product, and the Closeness centrality was in the order of cosmetics, face, use, help, dead skin cells, and pores, and the Betweenness centrality was keratin, face, improvement, help, use, cosmetics, method, and pores. Fourth, as a result of CONCOR analysis on skin care, it was possible to identify four groups: medical skin care, skin stimulation, skin products, and cosmetic skin care. Therefore, it is necessary to differentiate consumers and establish marketing strategies by using skin products as a way to protect and improve the skin against various stimuli, management through dermatological treatment/procedures, and management by aesthetic skin managers.

중국어

本研究以网络门户网站资料为基础，运用大数据分析方法，探讨了社会对皮肤管理的认识。资料收集使用了Textom和UCINET，其期限为一年（2022.4.27-2023.4.27）。研究结果如下：第一、与皮肤管理相关的关键词频率分析结果显示，依次为美容、干燥、医美、产品、使用、青春痘、弹性等。第二、本研究运用NetDraw，将皮肤管理的整个网络结构进行了可视化，并揭示了各个关键词之间的练习。第三、中心性分析结果显示，连接中心性由高到低依次为医美、干燥、弹性、改善、产品等；接近中心性由高到低低依次为化妆品、面部、使用、帮助、角质、毛孔；媒介中心性由高到低依次为角质、面部、改善、帮助、使用、化妆品、方法、毛孔。第四、皮肤管理CONCOR分析结果显示，将其可命名为医学皮肤管理、皮肤刺激、皮肤产品、美容皮肤管理4个集群。因此，针对各种皮肤问题，需要了解消费者需求，制定个性化的营销战略，通过使用产品达到护肤、改善的目的；或通过皮肤科治疗和医美进行管理；或通过皮肤管理师进行咨询。