基于LDA模型的中国汽车品牌海外社交媒体传播策略研究  

Research on the Overseas Social Media Communication Strategy of Chinese Auto Brands Based on LDA Model

作　　者：吴平缘 陆高峰 Wu Pingyuan;Lu Gaofeng(Shi Liangcai School of Journalism and Communication,Zhejiang Sci-Tech University,Hangzhou Zhejiang 310018)

机构地区：[1]浙江理工大学史量才新闻与传播学院,浙江杭州310018

出　　处：《对外经贸》2024年第10期47-52,共6页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：杭州市委宣传部部校共建项目“构建新闻传播学自主知识体系”系列活动阶段性成果(项目编号:23250926-V);中央社会主义学院统一战线高端智库课题“网络主播青年群体的政治态度与引领导向研究”(项目编号:ZK20230289)。

摘　　要：随着中国汽车自主品牌实力的不断增强,国际竞争力也不断提升。聚焦奇瑞汽车在俄罗斯社交媒体平台VK上设立的官方主页“CheryвРoссия”,以其发布的推文文本数据作为研究对象,基于LDA主题模型提取主题,对文本数据进行分析,发现推文内容主要呈现出“技术特点”“社交活动”“驾驶体验”和“经销策略”四个主题。结合奇瑞汽车海外社交媒体传播的经验,从以下三个方面对中国汽车品牌出海提出建议:依托社交媒体属性制定传播策略、增强本地化内容创作与跨界合作和强化品牌社群营销。With the increasing strength of China's auto brands,it has become a trend for Chinese automobiles to go to the world stage.In 2023,China's car export sales reached 4.91 million units,having officially overtaken Japan as the country with the most car exports for the first time.This historic breakthrough could not have been achieved without the support of overseas social media,a powerful communication channel.The article focuses on Chery Automobile's official homepage"CheryвРoссия"on the Russian social media platform VK,using the text data of tweets published by Chery Automobile as the research object,and extracting topics based on the LDA topic model.Through the analysis of the text data,it can be found that the content of the tweets mainly presents four topics:"technical characteristics","social activities","driving experience"and"distribution strategy".Combined with Chery Automobile's experience in overseas social media communication,suggestions can be made to Chinese auto brands in the following three areas:developing communication strategies based on social media attributes,enhancing localized content creation and cross-border cooperation,and reinforcing brand community marketing.

关 键 词：中国汽车品牌 海外社交媒体传播 LDA主题模型 

分 类 号：F274[经济管理—企业管理] G206[经济管理—国民经济]