Xiaomi Brand Appraisal Research Based on Zhihu by Text Mining Technology
Aiting Xu, Fangyan Wang, Pingting Ying · 2019
As the largest knowledge social platform on the Chinese Internet, Zhihu has gradually become an important resource for merchants to improve publicity and optimize products, and the public to understand the brand image. The topic of "Xiaomi Technology" remains hot on Zhihu. In this context, this paper takes the essences of the "Xiaomi Technology" topic on Zhihu as the research object. First we carry on the data collection and preprocessing. Then by extracting feature based on word segmentation results, we build a corpus and construct an LDA topic model for text mining. Besides, by calculating and comparing the perplexity index, we select 20 as the number of topics. According to the results, the relationship between document-topic and topic-term is analyzed to form a topic description of the text, which shows that Xiaomi products have received great attention from consumers and are often used for comparison with other brands in the same industry; Xiaomi product launches have received much attention and had a direct impact on product sales; Xiaomi is widely recognized as one of the representatives of China's future technology.