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<!--
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* @Author: qinzhenpen qzp1807@126.com
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* @Date: 2025-05-02 16:34:29
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* @LastEditors: qinzhenpen qzp1807@126.com
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* @LastEditTime: 2025-05-21 11:14:05
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* @FilePath: \e-commerce-internet\src\views\test\marketing.vue
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* @Description: 四象限图展示广告版本的点击率和转化率，支持动态选择横轴和纵轴
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-->
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<template>
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<div class="marketing app-container student-training-shell legacy-training-page">
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<TrainingTaskToolbar />
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<TrainingIntro title="四象限法则">
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<template #background>
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<p>
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营销定位在电商领域具有极其重要的意义。它有助于企业明确产品的目标消费群体、差异化特点和市场优势，从而制定更有效的营销策略。一个准确的营销定位能够提高产品的市场竞争力，吸引更多潜在客户，并促进销售增长。
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<br />
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<br />
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营销定位的关键因素
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<br />
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目标消费者：了解目标消费者的需求、偏好和行为特征是营销定位的基础。企业需要深入分析目标消费者的年龄、性别、收入水平、教育程度、消费习惯等因素，以便为他们提供符合其需求的产品和服务。
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<br />
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差异化特点：在竞争激烈的市场中，企业需要明确产品的差异化特点，以便与竞争对手区分开来。这些差异化特点可以体现在产品质量、功能、设计、价格、服务等方面。通过强调产品的独特之处，企业能够吸引更多消费者的关注。
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<br />
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市场定位策略：市场定位策略包括针锋相对式定位、另辟蹊径式定位和心理定位等。企业需要根据自身实力和市场环境选择合适的定位策略。例如，对于实力雄厚的企业，可以选择针锋相对式定位，与竞争对手展开正面竞争；而对于实力较弱的企业，则可以选择另辟蹊径式定位，寻找市场上的空白领域或细分领域进行发展。
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</p>
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</template>
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<template #goal>
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<p>
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使用四象限法则，分析用户点击率和转化率数据，定位产品在哪个象限，为下一步营销决策提供依据。
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</p>
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</template>
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</TrainingIntro>
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<div class="training-step-area">
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<p>在产品投放测试时，我们主要是评估投放产品广告的点击率、转化率等用户行为数据，高点击率高转化率往往意味着产品被用户看好，具有很大潜力。</p>
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<div class="caseBacktitle">
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<img src="@/assets/images/步骤.png" alt="" />
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<span>实验实训</span>
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</div>
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<p>假设某品牌在电商平台上投放了三个女装产品广告（广告A、广告B、广告C），收集了以下数据：</p>
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<el-table
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:data="advertisementList"
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border
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style="width: 60%"
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:header-cell-style="{
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color: '#6b7280',
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fontSize: '12px',
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backgroundColor: '#f9fafb',
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}"
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>
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<el-table-column label="广告" align="center" prop="channel"></el-table-column>
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<el-table-column label="点击率" align="center" prop="clickData"></el-table-column>
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<el-table-column label="转化率" align="center" prop="conversions"></el-table-column>
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</el-table>
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<p>1、选择评估维度</p>
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<div style="display: flex; gap: 70px">
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<div class="online">
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<span>横轴:</span>
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<el-select v-model="gHorizontalAxis" placeholder="请选择" class="ml10">
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<el-option v-for="item in optionOptions" :key="item" :value="item" :label="item"></el-option>
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</el-select>
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</div>
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<div class="online">
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<span>纵轴:</span>
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<el-select v-model="longitudinalAxis" placeholder="请选择" class="ml10">
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<el-option v-for="item in optionOptions" :key="item" :value="item" :label="item"></el-option>
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</el-select>
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</div>
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</div>
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<p>2、绘制四象限图</p>
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<div id="quadrantChart" ref="quadrantChart" style="width: 50%; height: 400px"></div>
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<p>请根据上述四象限图分析上述三种女装产品的营销定位及下一步策略优化。</p>
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<el-input :autosize="{ minRows: 11, maxRows: 11 }" type="textarea" v-model="textarea" placeholder="" />
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<p>
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广告A：转化率高但点击率低，需优化广告创意或投放策略，提高点击率。
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<br />
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广告B：点击率高但转化率低，可能是广告内容与实际产品不符，需优化产品页面或广告内容。
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<br />
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广告C：点击率和转化率都低，需重新评估广告策略或优化广告内容。
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</p>
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<div class="taskfooter">
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<el-button @click="submitTask">提交任务</el-button>
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<el-button @click="resetTask">重新实训</el-button>
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</div>
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</div>
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<TrainingLegacyActions />
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<TrainingAiSidebar />
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</div>
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</template>
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<script setup>
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import TrainingLegacyActions from "@/views/components/TrainingLegacyActions.vue";
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import TrainingAiSidebar from "@/views/components/TrainingAiSidebar.vue";
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import TrainingIntro from '@/views/components/TrainingIntro.vue';
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import useUserStore from "@/store/modules/user";
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const userStore = useUserStore();
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import popModel from "@/views/components/popModal.vue";
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import * as analysisAPI from "@/api/market-demand-mining.js";
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import * as echarts from "echarts";
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import { onMounted } from "vue";
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import TrainingTaskToolbar from "@/views/components/TrainingTaskToolbar.vue";
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const textarea = ref("");
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const dialogVisible = ref(false);
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const { proxy } = getCurrentInstance();
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// 状态变量
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const gHorizontalAxis = ref("点击率"); // 默认横轴为点击率
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const longitudinalAxis = ref("转化率"); // 默认纵轴为转化率
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const advertisementList = ref([
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{ channel: "广告A", clickData: "1%", conversions: "5%" },
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{ channel: "广告B", clickData: "4%", conversions: "2%" },
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{ channel: "广告C", clickData: "1%", conversions: "2%" },
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]);
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const optionOptions = ["点击率", "转化率"];
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// 绘制四象限图
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const drawQuadrantChart = () => {
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let myChart = echarts.init(proxy.$refs.quadrantChart);
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// 解析数据：将百分比字符串转换为数字
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const parsedData = advertisementList.value.map((item) => ({
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name: item.channel,
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clickRate: parseFloat(item.clickData.replace("%", "")),
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conversionRate: parseFloat(item.conversions.replace("%", "")),
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}));
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// 计算平均值
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const avgClickRate = parsedData.reduce((sum, item) => sum + item.clickRate, 0) / parsedData.length; // 2%
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const avgConversionRate = parsedData.reduce((sum, item) => sum + item.conversionRate, 0) / parsedData.length; // 3%
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// 根据用户选择确定横轴和纵轴数据
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const xAxisType = gHorizontalAxis.value === "点击率" ? "clickRate" : "conversionRate";
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const yAxisType = longitudinalAxis.value === "点击率" ? "clickRate" : "conversionRate";
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const xAxisName = gHorizontalAxis.value + " (%)";
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const yAxisName = longitudinalAxis.value + " (%)";
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// 确定范围和平均值
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const xMax = xAxisType === "clickRate" ? 5 : 6;
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const yMax = yAxisType === "clickRate" ? 5 : 6;
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const xAvg = xAxisType === "clickRate" ? avgClickRate : avgConversionRate;
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const yAvg = yAxisType === "clickRate" ? avgClickRate : avgConversionRate;
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const xAvgLabel = xAxisType === "clickRate" ? `平均点击率 (${xAvg}%)` : `平均转化率 (${xAvg}%)`;
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const yAvgLabel = yAxisType === "clickRate" ? `平均点击率 (${yAvg}%)` : `平均转化率 (${yAvg}%)`;
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// 准备散点图数据
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const scatterData = parsedData.map((item) => ({
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name: item.name,
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value: [item[xAxisType], item[yAxisType]],
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}));
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console.log(scatterData, "scatterData");
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const option = {
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title: {
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text: "广告版本四象限图",
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left: "center",
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textStyle: { fontSize: 16 },
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},
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tooltip: {
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formatter: function (params) {
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return `${params.name}: (${params.value[0]}%, ${params.value[1]}%)`;
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},
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},
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xAxis: {
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name: xAxisName,
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nameLocation: "middle",
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nameGap: 30,
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min: 0,
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max: xMax,
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splitLine: { show: false },
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axisLabel: { formatter: "{value}%" },
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},
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yAxis: {
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name: yAxisName,
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nameLocation: "middle",
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nameGap: 40,
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min: 0,
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max: yMax,
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splitLine: { show: false },
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axisLabel: { formatter: "{value}%" },
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},
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visualMap: {
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show: false,
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dimension: 0,
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pieces: [
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{ lte: xAvg, color: "rgba(75, 192, 192, 0.6)" }, // 低值
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{ gt: xAvg, color: "rgba(255, 159, 64, 0.6)" }, // 高值
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],
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},
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series: [
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{
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name: "广告数据",
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type: "scatter",
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data: scatterData,
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symbolSize: 15,
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label: {
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show: true,
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position: "top",
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formatter: "{b}",
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},
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itemStyle: {
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borderColor: "#000",
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borderWidth: 1,
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},
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},
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{
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name: "象限分割线",
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type: "line",
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markLine: {
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silent: true,
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lineStyle: {
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color: "rgba(255, 0, 0, 0.5)",
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width: 2,
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type: "dashed",
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},
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label: {
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position: "middle",
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formatter: "{b}",
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},
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data: [
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{ xAxis: xAvg, name: xAvgLabel },
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{ yAxis: yAvg, name: yAvgLabel },
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],
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},
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},
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],
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};
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myChart.setOption(option, true);
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// 响应式调整
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window.addEventListener("resize", () => myChart.resize());
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};
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const submitTask = () => {
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if (textarea.value == "") {
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proxy.$message.error("请输入实训内容");
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return;
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}
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analysisAPI
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.productMarketingPositioningSubmit({
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analysis: textarea.value,
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positionData: JSON.stringify(advertisementList.value),
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userId: userStore.userInfo.userId,
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xAxis: gHorizontalAxis.value,
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yAxis: longitudinalAxis.value,
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})
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.then((res) => {
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if (res.code == 200) {
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proxy.$message.success("实训成功");
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} else {
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proxy.$message.error(res.msg);
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}
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});
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};
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const resetTask = () => {
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analysisAPI.productReleaseReTrain({ userId: userStore.userInfo.userId, module: "产品营销定位" }).then((res) => {
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textarea.value = "";
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proxy.$message.success("实训已重置");
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})
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};
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onMounted(() => {
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drawQuadrantChart();
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});
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// 回显
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const getTask = () => {
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analysisAPI
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.productMarketingPositioningEcho({
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userId: userStore.userInfo.userId,
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})
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.then((res) => {
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if (res.code == 200) {
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textarea.value = res.data.analysis;
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advertisementList.value = JSON.parse(res.data.positionData);
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gHorizontalAxis.value = res.data.xAxis;
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longitudinalAxis.value = res.data.yAxis;
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drawQuadrantChart();
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}
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});
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};
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// 监听横轴和纵轴的选择变化，重新绘制图表
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watch([gHorizontalAxis, longitudinalAxis], () => {
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drawQuadrantChart();
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});
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onMounted(() => {
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getTask();
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});
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</script>
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<style lang='scss' scoped>
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.marketing {
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background: #ffffff;
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}
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.mt10 {
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margin-top: 10px;
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}
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.ml10 {
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margin-left: 10px;
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}
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.online {
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display: flex;
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align-items: center;
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}
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</style>
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