基于在线评论的产品竞争力分析方法  

Product Competitiveness Analysis Method Based on Online Reviews

作　　者：田金霓 尤天慧[1] 袁媛[1] TIAN Jin-ni;YOU Tian-hui;YUAN Yuan(School of Business Administration,Northeastern University,Shenyang 110169,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169

出　　处：《东北大学学报（自然科学版）》2021年第10期1498-1505,共8页Journal of Northeastern University(Natural Science)

基　　金：国家自然科学基金资助项目(71771043).

摘　　要：随着电子商务的发展,在线评论已成为企业分析其产品竞争力的重要数据资源.通过评论文本提取消费者最关注的产品特征维度,采用情感词典法对评论文本进行情感分析得到特征-情感分数对.计算特征维度的重要度和满意度以确定特征维度的机会得分,并绘制机会景观图,分析目标产品自身的竞争力.依据特征维度的满意度,比较目标产品与其竞争产品的竞争优劣势.基于两种视角下的竞争力分析结果给出目标产品竞争力提升策略,使用Zol.com.cn网站提供的在线评论进行实验,结果表明了所提出方法的可行性和有效性.With the development of e-commerce,online reviews have been regarded as important data resources for enterprises to analyze the competitiveness of their products.Product feature dimensions that consumers pay most attention to were extracted from review texts.The sentiment analysis of review texts was performed based on the sentiment lexicon method to obtain the feature-sentiment score pairs.The opportunity scores of feature dimensions were calculated by the importance degree and satisfaction degree,and an opportunity landscape diagram was drawn to analyze the competitiveness of the target product itself.Feature dimension satisfaction degree was calculated to compare the competitive advantages and disadvantages between the target product and its competitive products.Competitiveness improvement strategies of the target product were given by considering the competitiveness analysis results from two perspectives comprehensively.The online reviews provided by Zol.com.cn were used to conduct experiments to illustrate the feasibility and effectiveness of the proposed method.

关 键 词：在线评论 特征维度提取 情感分析 满意度 机会得分 产品竞争力分析 

分 类 号：C934[经济管理—管理学]