为促进社交电商有效助力农产品上行，以社交电商拼多多为例，通过对拼多多平台的农产品销售数据进行挖掘，利用LDA主题模型对农产品销售数据进行分类分析。研究表明：消费者对品牌溢价和高附加值商品的购买意愿较高；蔬菜类商户的区域品牌意识和蛋类、其他类商户的高附加值意识都较为薄弱；果蔬类商品区域品牌的市场价值有待增加；蛋类和其他类商品附加值有待提高。据此，应充分发挥社交电商平台的优势，加速形成头部效应，提升流量与销量之间的转化率。

In order to boost effective online sales of agricultural products with social e-commerce, the paper takes social e-commerce Pinduoduo as an example, adopts the LDA topic model to classify and analyze the agricultural product sales data by data mining of the agricultural product sales data on Pinduoduo platform. The study shows that consumers are much more willing to purchase brand premium and high value-added commodities. The vegetable merchants are weak in regional brand awareness while egg merchants and other types of merchants are weak in high value-added awareness. The market value of regional brands of fruits and vegetables needs to be increased whereas the added value of eggs and other commodities needs to be raised. Hence, it is proposed that the advantages of social e-commerce platforms should be fully utilized, the formation of head effects should be accelerated, and the conversion rate between traffic and sales should be improved.

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