基于NLP研究娃哈哈品牌在社交媒體上的情感分析

——以嘩哩嘩哩彈幕文本為例

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NLP-Based Sentiment Analysis of Wahaha's Patriotic Branding

一ACaseStudyofBilibiliBullet-Screen Texts

ZHANG Chuhua， LIANG Ling （NanfangCollege Guangzhou，Guangzhou Guangdong，51O97O，China）

Abstract：Therapid developmentof naturallanguage procesing technology hasprovided new methodological supportforsocial scienceresearch.Thisstudyfocusesonthefieldofsentimentanalysis，takingBilibilibuletcommentsastheeseachojet，andusingOctopuscollectorandROSTCM6toltoobtainreal-timeinteractiondataofuserstowardsWahahaenterprise.Byusing text miningtechologytoachievestructuredtransformationofunstructureddata，combinedwithmethodssuchaswordfrequencystatitics，emantic networkanalysis，andsentimentpolarityclasifcatio，thesystemnalyesusersentimentfedbackcharacteristics.Research hasfoundthattheconstructionoforporateimagepresentstree-dimensionalcharacteristicsofproductdesignntrepreneurialspiit， andbrandiage，andsocialmediapltformsformemotionalresonanceefectsthroughthecommunicationchainof "enterpriseplat formconsumerbarage".TheresearchresultsnotonlyverifytheapplicabilityofNLPtechnologyinthefieldofsocialsiences，but alsoprovideempiricalevidenceforthebrandcommunicationstrategyofthnicenterprisesinthenewmediaerarevealingtheimpor tantroleofdigitalspatialemotionalmobilizationmechanismintheconstructionofcorporatesocialvalue.Thisstudyhasopeedup newresearch pathsforthesocial scienceaplicationsof digitaltechnologythrough interdisciplinarymethods innovation.

Key Words： NaturalLanguageProcessng （NLP）；Sentimentanalysis； Wahah'sPatritic Branding； Bullet-screen texts；Socialmedia；Real-time interactive data

數(shù)字技術(shù)的進(jìn)步推動(dòng)了大語(yǔ)言模型建構(gòu)自然語(yǔ)言處理體系（NLP），情感分析作為其核心應(yīng)用，通過(guò)量化句子情感為行為與認(rèn)知研究提供新方法。（剩余5646字）