虚拟社群中的品牌定位——基于用户生成内容点互信息的实证研究

互联网的迅速发展使得虚拟的品牌社群不断涌现,如何测量用户生成内容中有关品牌的定位,从而了解用户对品牌的感知情况,对于营销理论界和实务界都具有重要意义。在研究中,开拓性地使用了点互信息理论和语义分析方法,从用户生成的文本信息中挖掘用户对品牌的感知情况,并将其量化得到品牌知觉图。通过对数据的分析,了解品牌在虚拟社群的用户中感知定位与公司定位初衷的差异,并且得到相互竞争的品牌在相同的定位维度上的差异。

Brand Positions in the Virtual Community:Empirical Research Based on Point-wise Mutual Information of User-generated Content

The online virtual communities have become very popular recently.It is important for marketing researchers and managers to identify brand positions by measuring user-generated contents in the virtual communities.This paper provides an innovative approach of point-wise mutual information and semantic analysis to probe into brand apperception of consumers,who in the virtual communities,from the vast amount of user-generated contents.The brand perceptual map is drawn based on measuring.Finally,the paper shoes ...