基于用户交互体验的品牌数字化传播评估模型

刘英新

doi:10.11959/j.issn.2096-0271.2022087

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基于用户交互体验的品牌数字化传播评估模型

研究 | 更新时间：2024-06-03

- 基于用户交互体验的品牌数字化传播评估模型
- A brand digital communication evaluation model based on interactive experience
- 大数据 2023年9卷第6期页码：90-99
- 作者机构：
- 作者简介：
  
  [ "刘英新（1972- ），男，中铁建网络信息科技有限公司工程师、软件服务事业部副经理，主要研究方向为信息化项目管理与研发、CMMI研发体系建设和数据治理。" ]
- 基金信息：
- DOI：10.11959/j.issn.2096-0271.2022087
  中图分类号： TP392
- 网络首发：2023-11，
  
  纸质出版：2023-11-15
- 稿件说明：
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刘英新. 基于用户交互体验的品牌数字化传播评估模型[J]. 大数据, 2023,9(6):90-99.

Yingxin LIU. A brand digital communication evaluation model based on interactive experience[J]. Big data research, 2023, 9(6): 90-99.
刘英新. 基于用户交互体验的品牌数字化传播评估模型[J]. 大数据, 2023,9(6):90-99. DOI： 10.11959/j.issn.2096-0271.2022087.

Yingxin LIU. A brand digital communication evaluation model based on interactive experience[J]. Big data research, 2023, 9(6): 90-99. DOI： 10.11959/j.issn.2096-0271.2022087.

摘要

伴随着数字经济的快速发展，品牌传播有利于提升数字品牌影响力，助力企业数字转型。基于交互情感评估地标产品品牌传播效果，能够助力县级政府更好地打造地标产品品牌。首先，提出基于交互情感的品牌数字化传播评估模型，发现并解决现有地标产品品牌数字化传播体系化缺失的问题，以系统化动力学机制提升数字品牌影响力；然后以浙江省地标产品为背景，采用微博数据，分析了地标产品品牌传播效果层级模型的可用性。实际应用结果表明，提出的基于交互情感的品牌数字化传播评估模型具备指引地标产品品牌数字化建设的普适性。

Abstract

Along with the rapid development of the digital economy

brand communication is conducive to enhancing digital brand influence and contributing to the digital transformation of enterprises.Evaluating the brand communication effect of landmark products based on interactive emotions can help county governments to better brand landmark products.First of all

a brand digital communication evaluation model based on interactive emotions was proposed

which was conducive to discovering and solving the lack of digital communication of existing landmark product brands

and promoting digital brand influence with a systematic dynamic mechanism.Then the usability of the hierarchical model of the brand communication effects of landmark products in Zhejiang Province was analyzed empirically

using data from Weibo.The actual results show that the brand digital communication evaluation model based on interactive emotion proposed has the universality of guiding the digital construction of landmark products.

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references

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