CN111260402A - Brand competitiveness analysis method and device - Google Patents
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Abstract
The embodiment of the application provides a brand competitiveness analysis method and device, and relates to the technical field of data processing, wherein the method comprises the following steps: acquiring sound volume data of a brand to be analyzed; calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data; generating a multi-dimensional radar chart according to a preset analysis dimension and a multi-dimensional index value; and carrying out competitive analysis on the brand to be analyzed according to the multidimensional radar chart to obtain a brand competitive analysis result. Therefore, by implementing the embodiment, the propagation data of the brand on the network media can be quantized, and the multidimensional competitive power analysis is carried out, so that the effect of accurate analysis of the brand competitive power is realized.
Description
Technical Field
The application relates to the technical field of data processing, in particular to a brand competitiveness analysis method and device.
Background
At present, brand competitiveness is that enterprises integrate self-controllable resources by implementing brand strategies, so that products or services can better and faster meet market demands than competitors, and the capacity of the enterprises to obtain excess profits is improved. The brand competitiveness determines the production and development of enterprises in a certain sense, and with the rapid development of networks, users can publish opinions and opinions about the brands of commodities through internet information. People can perform brand competitive analysis through related information such as opinion and opinion of commodity brands on the network, and the existing brand competitive analysis method cannot quantify the spreading data of the brands on the network media, can perform competitive analysis only from a single dimension, and cannot perform accurate analysis on the brand competitive.
Disclosure of Invention
The embodiments of the present application provide a method and an apparatus for analyzing brand competitiveness, which can quantify the propagation data of a brand on a network medium, perform multidimensional competitiveness analysis, and achieve an effect of accurate analysis of brand competitiveness.
A first aspect of an embodiment of the present application provides a brand competitiveness analysis method, including:
acquiring sound volume data of a brand to be analyzed;
calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data;
generating a multi-dimensional radar chart according to a preset analysis dimension and the multi-dimensional index value;
and carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart to obtain a brand competitive power analysis result.
In the implementation process, the method can preferentially acquire the sound volume data of the brand to be analyzed, wherein the sound volume data is used for representing the related data of the brand to be analyzed in all platforms; then, after the sound volume data are obtained, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data; so that the method can generate a multidimensional radar chart according to the preset analysis dimension and the multidimensional index value; the method can perform competitive analysis on the brand to be analyzed according to the radar map to obtain a brand competitive analysis result; and then the analysis result can be output to various types of computing devices, so that various types of computing devices can further compute according to the analysis result to obtain corresponding business advice or development advice and the like. By implementing the implementation mode, the method can calculate the multi-dimensional index value of the brand to be analyzed through the sound volume data of the brand to be analyzed, so that the multi-dimensional index value can cooperate with the preset analysis dimension to generate a multi-dimensional radar map, the data quantization and the identification facilitating effect are achieved, meanwhile, the brand to be analyzed can be subjected to feedback analysis according to the multi-dimensional radar map, the brand competitiveness analysis result is obtained, the data quantization of the brand to be analyzed is achieved, the multi-dimensional competitiveness analysis of the brand to be analyzed is achieved, and the effect of accurately analyzing the brand competitiveness is achieved.
Further, the multi-dimensional index value comprises a sound volume index value, an interaction index value, a good sensitivity index value, a positive influence index value and a negative influence index value.
In the implementation process, the process of calculating the multi-dimensional index value of the to-be-analyzed brand according to the sound volume data can be understood as a process of calculating the sound volume index value, the interaction index value, the good sensitivity index value, the positive influence index value and the negative influence index value of the to-be-analyzed brand according to the sound volume data, wherein the calculation of the sound volume index value realizes the quantification of the sound volume mention value of the to-be-analyzed brand, the acquisition of the interaction index value realizes the numerical quantification of the interaction information, the calculation of the good sensitivity index value realizes the quantification of the emotion information of the to-be-analyzed brand, and the calculation of the positive influence index value and the negative influence index value realizes the quantification of the positive and negative two-way response information of the. Therefore, by implementing the implementation mode, the quantification of the multi-dimensional information can be realized according to the volume data, so that various data of the brand to be analyzed can be obtained in a quantified mode, the analysis of the brand competitiveness can be obtained through the data analysis, and the obtained brand competitiveness has objectivity and accuracy.
Further, the preset analysis dimension comprises a well-known dimension, a propagation dimension, an emotion dimension and an influence dimension.
In the implementation process, the acquaintance dimension in the preset analysis dimensions can represent the familiarity exhibited by the brand to be analyzed based on the data, and the higher the value in the value dimension, the higher the familiarity of the brand; the propagation dimension can represent the degree of propagation exhibited by the brand to be analyzed based on the data, the higher the value in the propagation dimension represents the degree of propagation of the brand, the emotional dimension can represent the emotional tendency index exhibited by the brand to be analyzed based on the data, and the higher the value in the emotional dimension represents the better the emotional tendency of the customer of the brand; the influence dimension can represent the brand influence and performance exhibited by the brand to be analyzed based on the data, and a higher value in the influence dimension represents a higher positive influence of the brand. Therefore, by implementing the implementation mode, the dimension information of the radar map can be limited by presetting the four dimensions, so that the multidimensional radar map can intuitively display the data information on the four dimensions, subsequent competitive power analysis can obtain powerful data support according with the corresponding dimensions, and the effect of improving the accuracy of the brand competitive power analysis result is further realized.
Further, the generating a multidimensional radar chart according to a preset analysis dimension and the multidimensional index value includes:
acquiring total sound volume values of all brands and total interaction values of all brands in the commodity field corresponding to the brand to be analyzed;
calculating an index value of the well-known dimension according to the total sound volume value and the sound volume index value;
calculating an index value of the propagation dimension according to the total interaction value and the interaction index value;
determining an index value of the emotion dimensionality according to the goodness index value;
calculating an index value of the influence dimension according to the positive influence index value and the negative influence index value;
and generating a multi-dimensional radar chart according to the index values of the well-known dimension, the propagation dimension, the emotion dimension and the influence dimension.
In the implementation process, the method can preferentially acquire the total sound volume values of all brands and the total interaction values of all brands in the commodity field corresponding to the brand to be analyzed in the process of generating the multi-dimensional radar map according to the preset analysis dimension and the multi-dimensional index value; then, calculating an index value of a well-known dimension according to the total sound volume value and the sound volume index value; calculating an index value of a propagation dimension according to the total interaction value and the interaction index value; determining an index value of the emotion dimensionality according to the goodness index value; calculating an index value of the influence dimension according to the positive influence index value and the negative influence index value; therefore, the method can generate the multi-dimensional radar chart according to the index value of the well-known dimension, the index value of the propagation dimension, the index value of the sentiment dimension and the index value of the influence dimension, and is convenient for showing the numerical value. Therefore, by implementing the implementation mode, the multidimensional radar graph which accords with a plurality of analysis dimensions can be generated on the preset analysis dimension according to most index values, so that the calculation processing and the display of the multidimensional index values are realized, the subsequent brand competitiveness analysis is facilitated, and the accuracy of the brand competitiveness analysis result is ensured.
Further, the calculation formula for calculating the index value of the influence dimension is
INFLUENCE＝log2[P*(1-N)]；
Wherein INFLUENCE is an index value of the influencing dimension;
p is the positive impact index value;
n is the negative impact index value.
In the implementation process, the influence dimension can be digitalized by using the calculation formula, so that the observation and calculation of the influence dimension are realized. Therefore, by implementing the implementation mode, the index value influencing the dimensionality can be specifically and accurately acquired, and the calculation precision of the brand competitiveness can be effectively improved.
A second aspect of embodiments of the present application provides a brand competitiveness analysis apparatus, including:
the acquisition unit is used for acquiring the volume data of the brand to be analyzed;
the calculation unit is used for calculating the multi-dimensional index value of the brand to be analyzed according to the sound volume data;
the generating unit is used for generating a multi-dimensional radar chart according to a preset analysis dimension and the multi-dimensional index value;
and the analysis unit is used for carrying out competitive power analysis on the brand to be analyzed according to the multi-dimensional radar chart to obtain a brand competitive power analysis result.
In the implementation process, the brand competitiveness analysis device can acquire the sound volume data of the brand to be analyzed through the acquisition unit; then, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data through a calculating unit; generating a multi-dimensional radar chart according to preset analysis dimensions and multi-dimensional index values by a generating unit; and finally, carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart by the analysis unit to obtain a brand competitive power analysis result. It can be seen that, by implementing such an embodiment, the brand competition analyzing apparatus can perform efficient and accurate brand competition analysis through cooperation among multiple units, so that the result of the brand competition analysis can be used in various other aspects.
Further, the multi-dimensional index value comprises a sound volume index value, an interaction index value, a good sensitivity index value, a positive influence index value and a negative influence index value.
In the implementation process, the process of calculating the multi-dimensional index value of the to-be-analyzed brand according to the sound volume data can be understood as a process of calculating the sound volume index value, the interaction index value, the good sensitivity index value, the positive influence index value and the negative influence index value of the to-be-analyzed brand according to the sound volume data, wherein the calculation of the sound volume index value realizes the quantification of the sound volume mention value of the to-be-analyzed brand, the acquisition of the interaction index value realizes the numerical quantification of the interaction information, the calculation of the good sensitivity index value realizes the quantification of the emotion information of the to-be-analyzed brand, and the calculation of the positive influence index value and the negative influence index value realizes the quantification of the positive and negative two-way response information of the. Therefore, by implementing the implementation mode, the quantification of the multi-dimensional information can be realized according to the volume data, so that various data of the brand to be analyzed can be obtained in a quantified mode, the analysis of the brand competitiveness can be obtained through the data analysis, and the obtained brand competitiveness has objectivity and accuracy.
Further, the preset analysis dimension comprises a well-known dimension, a propagation dimension, an emotion dimension and an influence dimension.
In the implementation process, the acquaintance dimension in the preset analysis dimensions can represent the familiarity exhibited by the brand to be analyzed based on the data, and the higher the value in the value dimension, the higher the familiarity of the brand; the propagation dimension can represent the degree of propagation exhibited by the brand to be analyzed based on the data, the higher the value in the propagation dimension represents the degree of propagation of the brand, the emotional dimension can represent the emotional tendency index exhibited by the brand to be analyzed based on the data, and the higher the value in the emotional dimension represents the better the emotional tendency of the customer of the brand; the influence dimension can represent the brand influence and performance exhibited by the brand to be analyzed based on the data, and a higher value in the influence dimension represents a higher positive influence of the brand. Therefore, by implementing the implementation mode, the dimension information of the radar map can be limited by presetting the four dimensions, so that the multidimensional radar map can intuitively display the data information on the four dimensions, subsequent competitive power analysis can obtain powerful data support according with the corresponding dimensions, and the effect of improving the accuracy of the brand competitive power analysis result is further realized.
A third aspect of embodiments of the present application provides an electronic device, including a memory and a processor, where the memory is used to store a computer program, and the processor runs the computer program to cause the electronic device to perform the brand competitiveness analysis method according to any one of the first aspect of embodiments of the present application.
A fourth aspect of embodiments of the present application provides a computer-readable storage medium storing computer program instructions, which when read and executed by a processor, perform the brand competitiveness analysis method according to any one of the first aspect of the embodiments of the present application.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are required to be used in the embodiments of the present application will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered as limiting the scope, and that those skilled in the art can also obtain other related drawings based on the drawings without inventive efforts.
FIG. 1 is a schematic flow chart of a brand competitiveness analysis method according to an embodiment of the present disclosure;
FIG. 2 is a schematic flow chart of another brand competitiveness analysis method provided in the embodiments of the present application;
FIG. 3 is a schematic structural diagram of a brand competitiveness analysis apparatus according to an embodiment of the present disclosure;
fig. 4 is a schematic structural diagram of another brand competitiveness analysis apparatus provided in the embodiment of the present application.
Detailed Description
The technical solutions in the embodiments of the present application will be described below with reference to the drawings in the embodiments of the present application.
It should be noted that: like reference numbers and letters refer to like items in the following figures, and thus, once an item is defined in one figure, it need not be further defined and explained in subsequent figures. Meanwhile, in the description of the present application, the terms "first", "second", and the like are used only for distinguishing the description, and are not to be construed as indicating or implying relative importance.
Example 1
Referring to fig. 1, fig. 1 is a schematic flow chart of a brand competitiveness analysis method according to an embodiment of the present application. The method can be applied to any brand competitiveness analysis scene, and particularly can be applied to the brand competitiveness analysis process in a network scene. In addition, the analysis of brand competitiveness can be particularly applied to the analysis scene of brands with brand effects in the chocolate market. Wherein, the brand competition analyzing method comprises the following steps:
s101, sound volume data of the brand to be analyzed are obtained.
In this embodiment, the volume data includes a volume value and an interaction value.
In this embodiment, the volume value (which may be understood as a statistical value of the brand mentioned in all platforms), where the volume index is the volume of sound of the brand on the microblog platform + the volume of sound of the brand on the WeChat platform + the volume of sound of the brand on the Forum platform + the volume of sound of the brand on the News platform + the volume of sound of the brand on the Chirshou platform + the volume of sound of the brand on the Sharphou platform.
In this embodiment, the interaction value (which may be understood as a statistical value of the mutual amount of the brand among all platforms, the mutual amount is a forwarding amount + an evaluation amount + a praise amount), where the interaction index is a microblog platform interaction index of the brand + a WeChat platform interaction index of the brand + a forum platform interaction index of the brand + a news platform interaction index of the brand + a how hundred degrees are known by the brand + a small red book platform interaction index of the brand + a buffalo platform interaction index of the brand.
And S102, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data.
In this embodiment, the multi-dimensional index value includes a volume index value, an interaction index value, an interest index value, a positive influence index value, and a negative influence index value.
S103, generating a multi-dimensional radar chart according to the preset analysis dimension and the multi-dimensional index value.
In this embodiment, the preset analysis dimensions include a well-known dimension, a propagation dimension, an emotion dimension, and an influence dimension.
In this embodiment, the multidimensional radar map has a multidimensional function corresponding to a preset analysis dimension.
And S104, carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart to obtain a brand competitive power analysis result.
In this example, the method of analysis is not limited at all.
As an optional implementation, after the result of the brand competition analysis is obtained, the method may further include:
and generating a strategic development scheme corresponding to the brand competition analysis result according to the brand competition analysis result.
By implementing the embodiment, the method can carry out future development planning according to the strategic development scheme, thereby realizing the effect of improving future brand competitiveness.
In the embodiment, the method can be used for carrying out differentiation processing on the data from different dimensions by acquiring the sound volume data of chocolate brands on various network platforms according to the characteristics of the platforms, finally obtaining scientific and effective data indexes, and analyzing the competitiveness of the brands according to the data indexes.
In this embodiment, the execution subject of the method may be a computing device such as a computer and a server, and is not limited in this embodiment.
In this embodiment, an execution subject of the method may also be a smart device such as a smart phone and a tablet, which is not limited in this embodiment.
It can be seen that, by implementing the brand competitiveness analysis method described in fig. 1, it is possible to preferentially obtain the sound volume data of the brand to be analyzed, where the sound volume data is used to represent the related data of the brand to be analyzed in all platforms; then, after the sound volume data are obtained, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data; so that the method can generate a multidimensional radar chart according to the preset analysis dimension and the multidimensional index value; the method can perform competitive analysis on the brand to be analyzed according to the radar map to obtain a brand competitive analysis result; and then the analysis result can be output to various types of computing devices, so that various types of computing devices can further compute according to the analysis result to obtain corresponding business advice or development advice and the like. By implementing the implementation mode, the method can calculate the multi-dimensional index value of the brand to be analyzed through the sound volume data of the brand to be analyzed, so that the multi-dimensional index value can cooperate with the preset analysis dimension to generate a multi-dimensional radar map, the data quantization and the identification facilitating effect are achieved, meanwhile, the brand to be analyzed can be subjected to feedback analysis according to the multi-dimensional radar map, the brand competitiveness analysis result is obtained, the data quantization of the brand to be analyzed is achieved, the multi-dimensional competitiveness analysis of the brand to be analyzed is achieved, and the effect of accurately analyzing the brand competitiveness is achieved.
Example 2
Referring to fig. 2, fig. 2 is a schematic flow chart of another brand competitiveness analysis method provided in the embodiment of the present application. The flow diagram of the brand competition analysis method depicted in fig. 2 is improved from the flow diagram of the brand competition analysis method depicted in fig. 1. Wherein, the brand competition analyzing method comprises the following steps:
s201, sound volume data of the brand to be analyzed is obtained.
In this embodiment, the volume data includes a volume value and an interaction value.
S202, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data.
In this embodiment, the multi-dimensional index value includes a volume index value, an interaction index value, an interest index value, a positive influence index value, and a negative influence index value.
S203, acquiring the total sound volume value and the total interaction value of all brands in the commodity field corresponding to the brand to be analyzed.
In this embodiment, the volume value (which may be understood as a statistical value of the brand mentioned in all platforms), where the volume index is the volume of sound of the brand on the microblog platform + the volume of sound of the brand on the WeChat platform + the volume of sound of the brand on the Forum platform + the volume of sound of the brand on the News platform + the volume of sound of the brand on the Chirshou platform + the volume of sound of the brand on the Sharphou platform.
In this embodiment, the interaction value (which may be understood as a statistical value of the mutual amount of the brand among all platforms, the mutual amount is a forwarding amount + an evaluation amount + a praise amount), where the interaction index is a microblog platform interaction index of the brand + a WeChat platform interaction index of the brand + a forum platform interaction index of the brand + a news platform interaction index of the brand + a how hundred degrees are known by the brand + a small red book platform interaction index of the brand + a buffalo platform interaction index of the brand.
And S204, calculating an index value of a well-known dimension according to the total volume value and the volume index value.
In this embodiment, the index value of the known dimension is a brand volume value/total volume value of all brands, which reflects the degree of familiarity of a brand in a network, and a higher value represents a higher degree of familiarity of the brand.
And S205, calculating the index value of the propagation dimension according to the total interaction value and the interaction index value.
In this embodiment, the index value of the propagation dimension is a brand interaction value/a total interaction value of all brands, the value reflects the degree of the brand propagating in the network, and a higher value represents a higher degree of the brand propagating in the network.
And S206, determining the index value of the emotion dimensionality according to the goodness index value.
In this embodiment, an index value of an emotion dimension (which may be understood as a maximum of 1 for positive and negative sounds of the brand in all platforms, and 1 is taken when the index value exceeds the maximum), where the index value of the emotion dimension is (positive sound-negative sound)/(positive sound + negative sound) × 100%.
In this embodiment, the sentiment dimension is a goodness index, which reflects how a brand has sentiment tendency in the market, and a higher value represents a better network sentiment tendency of the brand.
And S207, calculating the index value of the influence dimension according to the positive influence index value and the negative influence index value.
In this embodiment, a positive influence index (maximum 1, if it exceeds 1) is obtained, where the positive influence is positive sound volume/(positive sound volume + negative sound volume + neutral sound volume) × 100%.
In this embodiment, a negative impact index (maximum 1, if it exceeds 1) is given, where negative impact is negative sound volume/(positive sound volume + negative sound volume + neutral sound volume) × 100%.
As this alternative embodiment, the calculation formula for calculating the index value affecting the dimension is INFLUENCE log2[ P (1-N) ];
wherein, the INDFLUENCE is an index value influencing the dimensionality;
p is a positive influence index value;
n is a negative impact index value.
By implementing the implementation mode, the index value influencing the dimensionality can be specifically and accurately acquired, so that the calculation precision of the brand competitiveness can be effectively improved.
In this embodiment, the index value of the influencing dimension reflects how a brand performs in a positive influence in the market, and a higher value represents a higher positive influence of the brand.
And S208, generating a multi-dimensional radar graph according to the index values of the well-known dimensions, the index values of the propagation dimensions, the index values of the emotion dimensions and the index values of the influence dimensions.
In this embodiment, the preset analysis dimensions include a well-known dimension, a propagation dimension, an emotion dimension, and an influence dimension.
In this embodiment, the multidimensional radar map has a multidimensional function corresponding to a preset analysis dimension.
S209, carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart to obtain a brand competitive power analysis result.
In the embodiment, the method can analyze the radar map through the 4 dimensions, clearly and visually reflect advantages and disadvantages of different dimensions of the brands, and simultaneously reflect competitive advantages and disadvantages of the brands due to different expressions of the same dimension among the brands.
It can be seen that, by implementing the brand competitiveness analysis method described in fig. 2, it is possible to preferentially obtain the sound volume data of the brand to be analyzed, where the sound volume data is used to represent the related data of the brand to be analyzed in all platforms; then, after the sound volume data are obtained, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data; so that the method can generate a multidimensional radar chart according to the preset analysis dimension and the multidimensional index value; the method can perform competitive analysis on the brand to be analyzed according to the radar map to obtain a brand competitive analysis result; and then the analysis result can be output to various types of computing devices, so that various types of computing devices can further compute according to the analysis result to obtain corresponding business advice or development advice and the like. By implementing the implementation mode, the method can calculate the multi-dimensional index value of the brand to be analyzed through the sound volume data of the brand to be analyzed, so that the multi-dimensional index value can cooperate with the preset analysis dimension to generate a multi-dimensional radar map, the data quantization and the identification facilitating effect are achieved, meanwhile, the brand to be analyzed can be subjected to feedback analysis according to the multi-dimensional radar map, the brand competitiveness analysis result is obtained, the data quantization of the brand to be analyzed is achieved, the multi-dimensional competitiveness analysis of the brand to be analyzed is achieved, and the effect of accurately analyzing the brand competitiveness is achieved.
Example 3
Referring to fig. 3, fig. 3 is a schematic structural diagram of a brand competition analyzing apparatus provided in an embodiment of the present application. Wherein the brand competitiveness analysis device comprises:
an obtaining unit 310, configured to obtain sound volume data of a brand to be analyzed;
the calculating unit 320 is configured to calculate a multi-dimensional index value of the brand to be analyzed according to the sound volume data;
the generating unit 330 is configured to generate a multidimensional radar chart according to a preset analysis dimension and a multidimensional index value;
and the analysis unit 340 is configured to perform competitive power analysis on the brand to be analyzed according to the multi-dimensional radar map to obtain a brand competitive power analysis result.
In this embodiment, the multi-dimensional index value includes a volume index value, an interaction index value, an interest index value, a positive influence index value, and a negative influence index value.
In this embodiment, the preset analysis dimensions include a well-known dimension, a propagation dimension, an emotion dimension, and an influence dimension.
In this embodiment, for the explanation of the brand competitiveness analysis apparatus, reference may be made to the description in embodiment 1 or embodiment 2, and details are not repeated in this embodiment.
It can be seen that, implementing the brand competition analyzing apparatus described in fig. 3, the sound volume data of the brand to be analyzed can be obtained through the obtaining unit 310; then, a multi-dimensional index value of the brand to be analyzed is calculated according to the sound volume data through a calculating unit 320; generating a multidimensional radar chart according to the preset analysis dimension and the multidimensional index value by the generating unit 330; and finally, performing competitive analysis on the brand to be analyzed according to the multidimensional radar chart by using the analysis unit 340 to obtain a brand competitive analysis result. It can be seen that, by implementing such an embodiment, the brand competition analyzing apparatus can perform efficient and accurate brand competition analysis through cooperation among multiple units, so that the result of the brand competition analysis can be used in various other aspects.
Example 4
Referring to fig. 4, fig. 4 is a schematic structural diagram of another brand competition analyzing apparatus provided in the embodiment of the present application. The schematic structure of the brand competition analyzing apparatus depicted in fig. 4 is modified from the schematic structure of the brand competition analyzing apparatus depicted in fig. 3. Wherein the generating unit 330 includes:
the obtaining subunit 331, configured to obtain total sound volume values of all brands and total interaction values of all brands in the commodity field corresponding to the brand to be analyzed;
a calculation subunit 332, configured to calculate an index value of a well-known dimension according to the total sound volume value and the sound volume index value;
a calculation subunit 332, configured to calculate an index value of the propagation dimension according to the total interaction value and the interaction index value;
a determining subunit 333, configured to determine an index value of the emotion dimension according to the value of the goodness index;
a calculation subunit 332, configured to calculate an index value of the influence dimension according to the positive influence index value and the negative influence index value;
and the generating subunit 334 is configured to generate a multidimensional radar chart according to the exponent value of the well-known dimension, the exponent value of the propagation dimension, the exponent value of the emotion dimension, and the exponent value of the influence dimension.
In this embodiment, the calculation formula for calculating the index value of the INFLUENCE dimension is INFLUENCE log2[ P (1-N) ];
wherein, the INDFLUENCE is an index value influencing the dimensionality;
p is a positive influence index value;
n is a negative impact index value.
In this embodiment, for the explanation of the brand competitiveness analysis apparatus, reference may be made to the description in embodiment 1 or embodiment 2, and details are not repeated in this embodiment.
It can be seen that, implementing the brand competition analyzing apparatus described in fig. 4, the sound volume data of the brand to be analyzed can be obtained through the obtaining unit; then, calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data through a calculating unit; generating a multi-dimensional radar chart according to preset analysis dimensions and multi-dimensional index values by a generating unit; and finally, carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart by the analysis unit to obtain a brand competitive power analysis result. It can be seen that, by implementing such an embodiment, the brand competition analyzing apparatus can perform efficient and accurate brand competition analysis through cooperation among multiple units, so that the result of the brand competition analysis can be used in various other aspects.
An embodiment of the present application provides an electronic device, including a memory and a processor, where the memory is used to store a computer program, and the processor runs the computer program to make the electronic device execute the brand competition analysis method in any one of embodiment 1 or embodiment 2 of the present application.
Embodiments of the present application provide a computer-readable storage medium storing computer program instructions, which when read and executed by a processor, perform any one of the brand competitiveness analysis methods of embodiment 1 or embodiment 2 of the present application.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method can be implemented in other ways. The apparatus embodiments described above are merely illustrative, and for example, the flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of apparatus, methods and computer program products according to various embodiments of the present application. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
In addition, functional modules in the embodiments of the present application may be integrated together to form an independent part, or each module may exist separately, or two or more modules may be integrated to form an independent part.
The functions, if implemented in the form of software functional modules and sold or used as a stand-alone product, may be stored in a computer readable storage medium. Based on such understanding, the technical solution of the present application or portions thereof that substantially contribute to the prior art may be embodied in the form of a software product stored in a storage medium and including instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the method according to the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk, and other various media capable of storing program codes.
The above description is only an example of the present application and is not intended to limit the scope of the present application, and various modifications and changes may be made by those skilled in the art. Any modification, equivalent replacement, improvement and the like made within the spirit and principle of the present application shall be included in the protection scope of the present application. It should be noted that: like reference numbers and letters refer to like items in the following figures, and thus, once an item is defined in one figure, it need not be further defined and explained in subsequent figures.
The above description is only for the specific embodiments of the present application, but the scope of the present application is not limited thereto, and any person skilled in the art can easily conceive of the changes or substitutions within the technical scope of the present application, and shall be covered by the scope of the present application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
Claims (10)
1. A method of brand competition analysis, comprising:
acquiring sound volume data of a brand to be analyzed;
calculating a multi-dimensional index value of the brand to be analyzed according to the sound volume data;
generating a multi-dimensional radar chart according to a preset analysis dimension and the multi-dimensional index value;
and carrying out competitive power analysis on the brand to be analyzed according to the multidimensional radar chart to obtain a brand competitive power analysis result.
2. The brand competition analysis method of claim 1, wherein the multi-dimensional index values include a volume index value, an interaction index value, a good sensitivity index value, a positive influence index value, and a negative influence index value.
3. The brand competition analysis method of claim 2, wherein the preset analysis dimensions include a well-known dimension, a propagation dimension, an emotion dimension, and an influence dimension.
4. The brand competitiveness analysis method according to claim 3, wherein the generating of the multidimensional radar map according to the preset analysis dimensions and the multidimensional index values comprises:
acquiring total sound volume values of all brands and total interaction values of all brands in the commodity field corresponding to the brand to be analyzed;
calculating an index value of the well-known dimension according to the total sound volume value and the sound volume index value;
calculating an index value of the propagation dimension according to the total interaction value and the interaction index value;
determining an index value of the emotion dimensionality according to the goodness index value;
calculating an index value of the influence dimension according to the positive influence index value and the negative influence index value;
and generating a multi-dimensional radar chart according to the index values of the well-known dimension, the propagation dimension, the emotion dimension and the influence dimension.
5. The brand competitiveness analysis method according to claim 4, wherein the calculation formula for calculating the index value of the influence dimension is
INFLUENCE＝log2[P*(1-N)]；
Wherein INFLUENCE is an index value of the influencing dimension;
p is the positive impact index value;
n is the negative impact index value.
6. A brand competition analysis device, comprising:
the acquisition unit is used for acquiring the volume data of the brand to be analyzed;
the calculation unit is used for calculating the multi-dimensional index value of the brand to be analyzed according to the sound volume data;
the generating unit is used for generating a multi-dimensional radar chart according to a preset analysis dimension and the multi-dimensional index value;
and the analysis unit is used for carrying out competitive power analysis on the brand to be analyzed according to the multi-dimensional radar chart to obtain a brand competitive power analysis result.
7. The brand competitiveness analysis apparatus according to claim 6, wherein the multi-dimensional index value comprises a volume index value, an interaction index value, a good feeling index value, a positive influence index value, and a negative influence index value.
8. The brand competition analysis device of claim 6, wherein the preset analysis dimensions include a familiar dimension, a propagation dimension, an emotion dimension, and an influence dimension.
9. An electronic device, characterized in that the electronic device comprises a memory for storing a computer program and a processor for executing the computer program to cause the electronic device to perform the brand competitiveness analysis method of any one of claims 1 to 5.
10. A readable storage medium having stored thereon computer program instructions which, when read and executed by a processor, perform the brand competitiveness analysis method of any one of claims 1 to 5.
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