小米SU7上市初期视频社交平台用户关注分析——基于抖音平台的热门视频及评论数据

Analysis of User Engagement on Video Social Media Platforms during the Early Launch of Xiaomi SU7 —Based on Popular Videos and Comment Data from Douyin Platform

本文基于抖音平台收集并分析小米SU7上市初期热门视频,从创作者与观众视角出发探讨用户关注点。基于描述性分析,发现头部账号创作优势显著,但尾部账号也能创造高互动视频。基于主题建模,发现热门视频聚焦于乘坐空间、外观设计、驾驶安全、智能生态、性价比及驾驶感受。通过情感分析和词云图,发现积极情感评论数量远超负面,体现消费者对小米SU7的认可;负面情感评论集中于价格、性能、质量,并且发现个性化需求会导致期待差异而形成不同情感倾向的评论。研究表明,视频社交平台助力新品信息传播,热门视频数据及评论为企业产品优化提供重要反馈。This paper collects and analyzes popular videos related to Xiaomi SU7 during its initial launch period on the Douyin platform, exploring user concerns from both creator and audience perspectives. Through descriptive analysis, it is found that while top accounts exhibit significant creative advantages, tail accounts are also capable of generating highly interactive videos. Utilizing topic modeling, the study reveals that popular videos primarily focus on passenger space, exterior design, driving safety, smart ecosystem, cost-effectiveness, and driving experience. Emotional analysis and word clouds indicate that the number of positive audience comments far exceeds negative ones, reflecting a strong endorsement of Xiaomi SU7 by viewers. Negative sentiments are primarily centered on pricing, performance, and quality, and it is observed that individualized demands can lead to varying expectations, resulting in comments with distinct emotional undertones. The research concludes that video social media platforms facilitate the dissemination of information about new products, and the data and comments from popular videos provide crucial feedback for enterprises to optimize their products.