Research On The New Product Development Strategy Of BLT Based On Online Reviews

As people become more and more concerned about their health and the development of e-commerce is becoming more and more mature,the iteration of new products for tea beverages on the market has higher requirements,so the new product development of enterprises ushered in a new challenge.In the era of big data,online stores contain a huge amount of online review information under the products,how to effectively extract consumer demand to form a specific new product concept to enhance the competitiveness of enterprises in the practical application is still inadequate.In order for BLT new products to gain competitive advantage in the competitive market environment,this thesis investigates a new product development strategy based on online reviews.This thesis takes new product development,natural language processing,and the related application of online reviews in new product development as the main research basis.In the first stage,the interview method is used to study and analyze the problems in BLT’s new product development and conclude that there are narrow ideas of concept formulation,long product development cycle,low market success rate,and high cost of peripheral products caused by the lack of comprehensive market demand research in the development strategy.In the second stage,by collecting a large number of online reviews from BLT online stores as research data,the relationship between online reviews and consumer needs is mined using LDA model and sentiment analysis to determine the importance of consumer needs to complete the screening of product concepts.In the third stage,based on quality function unfolding and Delphi method to determine user demand elements,industry demand elements and quality characteristics,the evaluation index system and index weights are constructed to derive the weight of demand supply.The specific concept of the final new product development is determined by calculating the similarity between expectations and alternatives under each index and the overall similarity.The main findings of this study are as follows: In terms of obtaining demand information for tea beverage development,the customer value elements and their importance were obtained through online review analysis in the order of tea taste,social needs,packaging,tea quality,and shopping experience.In terms of tea beverage development cycle,it was shortened from 3 months previously to 1month.In terms of the market success rate for tea beverages,sales of this new product were higher than the previous average for the same period for new products,and the overall consumer sentiment for this product was more positive than before.In terms of obtaining demand information for peripheral product development,the customer value elements and their importance were obtained through online review analysis in the order of gift packaging,social needs,product appearance,product workmanship,gift category,product practicality,and brand image.In terms of the development cycle of peripheral products,the time from product concept to factory production was shortened by 1 month compared to the previous period.In the development cost of peripheral products,the phenomenon of repeated product modification is avoided to a certain extent,saving R&D resources.The management implications of this study are as follows:(1)The product characteristics expressed by online reviews are conducive to the precise development of tea beverages and peripheral products by companies.(2)Objective descriptions of product characteristics in online reviews are conducive to promoting consumers’ knowledge of tea beverages and peripheral products.(3)The product comparison remarks appeared in the online comments are conducive to enterprises’ competitive analysis of the market of tea beverages and peripheral products.(4)The effective management of online comments by anchors in the live broadcast is conducive to the better achievement of brand marketing promotion goals.The above conclusions and management insights hope to help BLT brands recognize the importance of online reviews,fully exploit the effective information in online reviews to understand users’ needs,shorten product development cycle,reduce development costs,enhance product market success,and provide practical references for new product development in FMCG companies.