基于情感分析的用户痛点量化研究

Quantitative Research on Customer Pain Point Based on Sentiment Analysis

找准用户痛点是企业获得巨大市场回报或高度品牌黏度的有效手段.为协助企业准确把握产品或服务的关键点、完善营销策略,在传统用户痛点理论基础上,提出了保健痛点和激励痛点,并借助情感分析方法,建立了用户痛点量化模型.对京东的三种手机的商品评论进行实证研究,研究表明该模型具有一定的实用性和有效性.

Identifying customers pain points is an effective way for the enterprises to gain huge market returs or high brand viscosity.In order to help the enterprises accurately grasp the key points of products or services and improve marketing strategies,based on the traditional customer pain point theory,the hygiene pain point and motivation pain point are proposed,and the quantitative model of customer pain point is established by means of sentiment analysis method.An empirical study on the product evaluation of three kinds of mobile phones in JD shows that the model is practical and effective.