基于在线评论数据挖掘的机构品牌价值提升研究——以吉林大学MBA项目为例  

Institutional Brand Value Enhancing Based on Online Comment Data Mining

作　　者：梁志平[1,2] 张公一[1,2] LIANG Zhiping;ZHANG Gongyi(School of Business and Management,Jilin University,Changchun 130012,China;MBA Education Center,Jilin University,Changchun 130012,China)

机构地区：[1]吉林大学商学与管理学院,吉林长春130012 [2]吉林大学MBA教育中心,吉林长春130012

出　　处：《情报科学》2024年第10期202-208,共7页Information Science

摘　　要：【目的/意义】本研究旨在基于社交媒体评论数据进行情报分析,挖掘高等教育机构的品牌价值构成要素,对提升品牌知名度和美誉度具有重要意义。【方法/过程】本研究利用数据挖掘方法对知乎平台中用户对吉林大学MBA项目的提问、回答、评论的文本数据进行词云图、语义网络特征关联分析以及LDA主题模型的特征分析。【结果/结论】影响用户选择MBA院校的主要因素为:备考攻略和考试形式、项目和院校选择、课程内容和学习要求、项目的成本和、和、和院校地理位置和职业发展。基于上述结果提出了相应的对策和建议。【创新/局限】本研究在采用数据挖掘方法分析用户选择偏好的同时,结合市场营销理论,为高等教育机构品牌价值的构建因素的识别提供了数据科学的研究范式。然而,本研究基于一个具体案例展开研究,所涉及的数据来源存在一定局限性,公众观点的全面性还有待进一步检验。【Purpose/significance】This study aimed to conduct intelligence analysis based on social media comment data and explored key elements of brand value in higher education institutions to enhance brand awareness and reputation.【Method/process】The study utilized data mining methods to analyze textual data of questions,answers,and comments about Jilin University's MBA program on the Zhihu platform,including word cloud mapping,semantic network feature correlation analysis,and LDA topic model feature analysis.【Result/conclusion】The main factors affecting users'choice of MBA schools were discovered to be exam preparation strategies and formats,program and school choices,course content and learning requirements,project costs and investment,and school location and career development.Based on these findings,corresponding countermeasures and suggestions were proposed.【Innovation/limitation】This study combined data mining methods with marketing theories to identify the building factors of brand values for higher education institutions,providing a research paradigm for data science.However,this study was limited to a single case,and the data sources involved had limitations and biases that may not represent the views of the entire market.

关 键 词：数据挖掘 文本特征 评论数据 品牌价值 MBA 

分 类 号：G254[文化科学—图书馆学]