빅데이터를 통한 브랜드 평가 맵 제안

• 영문명: Proposal of Brand Evaluation Map through Big Data : Focus on The Hyundai Motor’s Product Evaluation
• 발행기관: 한국IT서비스학회
• 저자명: 윤대명(Dae Myung Youn) 이용혁(Yong Hyuck Lee) 이봉규(Bong Gyou Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제4호, 1~11쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.08.31

영문 초록

Through text mining, sentiment analysis, and semiotics analysis, this study aims to reinterpret the meaning of user emotional words and related words to derive strategic elements of brand and design. After selecting a local car manufacturer whose user opinion on the brand is a clear topic, web-crawl the car comments of the manufacturer directly created by the users online. Then, analyze the extracted morphology and its associated words and convert them to fit the marketing mix theory. Through this process, propose a methodology that allows consumers to supplement and improve brand elements with negative sensibilities, and to inherit elements with positive sensibilities and manage brands reasonably. In particular, the Map presented in this study are considered to be fully utilized as information for overall brand management.

목차

1. 서 론

2. 이론적 배경

3. 연구방법

4. 연구결과 및 해석

5. 결론 및 연구의 한계점

참고문헌

키워드

Big Data Brand Evaluation Brand Management Text Mining Sentiment Analysis Semiotic Analysis Python Web-Crawling Methodology Map The Hyundai Motor