| 基于Word2vec的情感分析在品牌认知中的应用研究 |
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| 引用本文： | 王仁武,宋家怡,陈川宝.基于Word2vec的情感分析在品牌认知中的应用研究[J].图书情报工作,2017,61(22):6-12. |
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| 作者姓名： | 王仁武 宋家怡 陈川宝 |
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| 作者单位： | 华东师范大学经济与管理学部信息管理系 上海 200241 |
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| 基金项目： | 本文系国家社会科学资金项目"基于数据驱动的图书馆资源发现平台研究"（项目编号：16BTQ026）研究成果之一。 |
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| 摘 要： | 目的/意义]通过基于Word2vec的文本情感分析技术对某显示器品牌的产品与服务的在线评论进行分析,研究消费者的品牌认知和品牌口碑,为管理者建立更科学的品牌管理体系提供有针对性的建议。方法/过程]首先利用自然语言处理技术,对评论语料库进行预处理,结合深度学习的Word2vec词向量技术构建产品特征词和情感词词库,进一步构造情感概念对进行情感评分,并将其用于分析品牌产品特定特征的用户情感。结果/结论]通过Word2vec构建的情感词典相较于传统方法（例如一般的情绪词表）进行情感分析,在情感分析的准确率上有所提高,再结合有效的情感概念对构造与情感评分,可以有效地理解用户的品牌认知。
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| 关 键 词： | 品牌认知 Word2vec 情感分析 在线评论 |
| 收稿时间： | 2017-05-01 |
Application of Sentiment Analysis Based on Word2vec in Brand Awareness |
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| Wang Renwu,Song Jiayi,Chen Chuanbao.Application of Sentiment Analysis Based on Word2vec in Brand Awareness[J].Library and Information Service,2017,61(22):6-12. |
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| Authors: | Wang Renwu Song Jiayi Chen Chuanbao |
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| Institution: | Department of Information Management, Faculty of Economics and Management, East China Normal University, Shanghai 200241 |
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| Abstract: | Purpose/significance] Through the text sentiment analysis technology of the display products' online reviews based on Word2vec, this paper studies the brand awareness and brand reputation of consumers, and provides the feasible suggestions for managers to establish a more scientific brand management system.Method/process] This paper used the natural language processing technology to preprocess the comments corpus. It combined the deep learning Word2vec technology to build the product key and emotional word dictionary to analyze the characteristic of the brand specific emotions.Result/conclusion] Compared with the conventional methods (e.g. general emotional vocabulary), the sentiment dictionary constructed by Word2vec improves the accuracy of sentiment analysis, and effectively helps us understand the user's brand awareness with the effective construction of the sentiment concept pair and the sentiment score. |
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| Keywords: | brand awareness Word2vec sentiment analysis online review |
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