Cluster Analysis of Automobile Innovative Users Based on Interactive Innovation Value

As a new model of product creation, “interactive innovation” can effectively improve the success rate of enterprise product innovation. Because of the wide application of the Internet and the pervasiveness of social media such as forums and blogs, there is a rapid growth of product reviews online. These social media platforms provide an effective channel for interactive innovation between enterprises and users. This paper is based on the innovation application of automobile products. The purpose of this paper is to identify and classify the innovative users in automobile forums and analyze the characteristics of different user groups. First, we summarize six typical characteristics of innovative users and quantify these six characteristics. Second, we make a cluster analysis of user data and divide innovative users into three classes according to the innovation value. And then, based on the different characteristics of three types of users, we present different interactive innovation methods for three types of users. Finally, we construct a pyramid model of innovative user to show the distribution status of various users.