文本情感分析视角下老字号品牌营销现状实证研究

An Empirical Study of Current Situation of Long-Established Brand Marketing from the Perspective of Text Sentiment Analysis

对网络新闻、大众点评等信息进行数据爬取,对老字号品牌热点报道话题内容及营销相关数据进行统计分析,发现老字号品牌文本情感负向评价关键词较多、消费体验预期落差明显、品牌梯队规模极差较大等问题,据此提出密切关注老字号品牌网络舆情动态,及时做好舆论引导和采取改善措施,加大扶持规模弱小的老字号品牌企业发展力度,提升品牌知名度和社会影响力等营销建议。

A statistical analysis was made of the data related to top stories and marketing of long-established brands based on data crawling on online news and public reviews, etc., which reveals some problems like relatively more keywords with negative evaluation, an obvious gap of consumer experiences and a relatively big difference between brands. On this basis, it is proposed to pay close attention to the long-established brand online public opinion dynamics, timely guide the public opinion and take actions for improvement, increase support for the development of weak and small-scale long-established brand enterprises, enhance brand awareness and social influence, etc.