Research On Identification And Demand Mining Of Opinion Leaders In Virtual Brand Community

Product development and improvement is an important link to support the sustainable development of enterprises.From the perspective of product management,in order to obtain user demand,enterprises will make relevant market research before the design,development and improvement of products.Therefore,it is very important for enterprises to make demand analysis for users.The emergence of virtual brand community under the age of the Internet has become the important way of access to user demand.On the platform of virtual brand community,the user can express their using experience and propose some new expectations.As a result,enterprises can obtain users' needs and satisfaction degree of demand realization from the feedback information left by users,and carry out a new round of product development and improvement.However,the openness of the virtual brand community also brings great difficulties and challenges to the rapid demand mining of enterprises.Therefore,in the face of massive user data,how to select the representative data and what method to use for rapid demand mining become the main problems of this paper.Firstly,this paper the related research of virtual brand community,opinion leaders and demand mining are introduced.At the same time,the connotation and characteristics of virtual brand community and opinion leaders,the related theory and method are also proposed.And through the introduction of the related case,we find many advantages of demand mining through virtual brand community.Secondly,this paper builds a virtual brand community opinion leader identification and demand mining model based on previous research results,which divides demand mining into two stages.The first stage is the identification stage of opinion leaders.In this stage,the problem of the representative data selection is solved.Index analysis method and entropy-weight grey correlation analysis model are mainly used to identify opinion leaders in virtual brand communities,and their comments on product is used as the data source of demand mining in this stage.The second stage is the demand mining stage,which mainly solves the problem of how to mine the demand.And in this stage,the text mining method and the Kano model are used to divide the demand into four categories: basic demand,desired demand,attractive demand and irrelevant demand.Based on this,the direction and order of product development and improvement can be accurately grasped.Finally,this paper uses the model of opinion leader identification and demand mining of virtual brand community to analyze the real case.And in order to provide theoretical and practical guidance for enterprises to better carry out product research and development,improve and enhance enterprise management performance,this study also proposes relevant management strategies from the perspective of virtual brand community and enterprises.