中文摘要：

以淘宝网店注册信息及其商品描述文本为数据源，采用文本挖掘方法研究了蔚县剪纸商品的价值取向及区域差异。研究发现：①商品描述文本的特征词分布具有典型的“长尾曲线”特征；②“长尾”头部高、中频词汇表征出的商品主导价值取向是“中国地方民俗文化为内涵的外事商务礼品”；③“长尾”尾部的大量低频词汇既是对地域文化内涵的表达，也是对主导价值取向的佐证，更是适应消费者个性化需求的结果；④店铺集中分布于张家口和北京，前者更关注商品样式风格的描述，后者则偏重工艺特点和文化背景的表征；⑤价值取向注重“蔚县”地域文化品牌塑造，但缺少艺人品牌包装。基于互联网文本数据源的地域文化商品价值取向研究为经济、文化地理学提供了新的视角和方法。

英文摘要：

Using researches of tourist destination image based on the text from the internet,and the quantitative research of geographical name culture landscape, we adopted the methodof text mining in this thesis to study the regional culture value orientation of Yuxianpaper-cuts. The text data is obtained from the Taobao Website, the biggest e-commerceplatform for online shops, which includes the shop information and the descriptive text ofgoods of Yuxian paper-cuts. Four conclusions can be drawn as follows： 1） The locations ofonline shops selling Yuxian paper-cuts are particularly attached to the large cities such asZhangjiakou and Beijing, which are the regional centres of economic and culturaldevelopment adjacent to Yuxian County. 2） The phrases the sellers use to describe Yuxianpaper-cuts follow the power-law distribution and exhibit a long-tail pattem. The valueorientation is dominated by a few phrases, such as gift, go abroad, characteristic, China, andcontains a large number of phrases in small niches. The special power-law distribution curveis called curve of ＂the Long Tail＂. 3） The high or medium frequency phrases at the Long Tailpresents a leading value orientation of Yuxian paper-cuts： gifts of foreign affairs and businesswith the local folk customs and culture as its connotation. For the Zhangjiakou-based onlineshops, sellers use more phrases focused on packaging and decorative description, but for theonline shops based in Beijing, sellers lay particular stress on handicraft technology andcultural connotation characterization of Chinese local folk customs. 4） The large number ofphrases at the tail of the curve are not only the concrete expressions of the regional cultureconnotation of paper-cuts goods, but also the further proof of the leading value orientationand above all, they are the result of adapting to the development of personalized marketingmode for e-commerce on internet. And the text mining of regional culture value orientationbased on internet data source will provide a new research