Research on Brand Image Narrative Model Design Based on Online Review Data Mining : ——Take the brand of Zhenjiang Hengshun as an example

摘要

In order to realize the visual innovative design of brands in the era of experience economy, a brand image narrative design model based on online review data mining is proposed based on narratology theory. Taking the brand of Zhenjiang Hengshun as an example, the online review text is obtained by using OCTOPAS data crawling software, and the brand image vocabulary is obtained by analyzing the text data through NLPIR-ICTCLAS data processing platform. The image words are scored with satisfaction by questionnaire survey and Likert scale. The score data is uploaded into SPSSU online software for hierarchical analysis, and the keywords are extracted according to the score weight as the theme of Hengshun brand image narrative design. Then the concept of the theme words is disassembled to establish the narrative theme and plot of the brand visual design. The design model provides a reference solution for brand visual innovation design.