Yi Zhang

This study employs ROST-CM6 software for network text analysis to compare the brand image perception of Sichuan Baijiu, specifically focusing on customer reviews of Wuliangye and Tuopai from their Tmall flagship stores. The research delves into the emotional connection consumers establish with these brands through unique product features, packaging, advertising, and brand storytelling. Utilizing grounded theory and content analysis, the study examines the impact factors on the brand image of Sichuan Baijiu from two dimensions: high-frequency vocabulary and semantic network analysis. The data was sourced from customer reviews of four products each from Wuliangye and Tuopai, totaling 445 comments after data cleaning. High-frequency word analysis revealed that consumers highly value the exquisite packaging of Sichuan Baijiu and recognize the quality of Wuliangye, with taste and clarity of the liquor being significant selling points.

Network Text Analysis; Sichuan Baijiu; Wuliangye; Tuopai; Product Reviews

[1] Na D U .Package Design of Sichuan Baijiu(Liquor) Based on Bashu Cultural Symbols[J].Liquor-Making Science & Technology, 2015. [2] Cong L , Wu B .Wildlife tourism experience based on internet text content analysis: A case study of Chengdu research base for giant panda breeding[J].Beijing Daxue Xuebao Ziran Kexue Ban/Acta Scientiarum Naturalium Universitatis Pekinensis, 2014, 50(6):1087-1094. [3] Baoli S , Wuming X U , Mei H ,et al.Digital transformation of Sichuan Baijiu enterprises under the new economic background[J].China Brewing, 2019. [4] Kai-Meng L , Feng-Min Q , Branch Q .Customer's Comment Data Analysis and Mining Based on E-Commerce Platform[J].Modern Computer, 2019. [5] Yan Q , Zhang K , Zou W ,et al.Three main flavour types of Chinese Baijiu: characteristics, research, and perspectives[J].Journal of the Institute of Brewing, 2021, 127(4):317-326. [6] Na D U .Package Design of Sichuan Baijiu(Liquor) Based on Bashu Cultural Symbols[J].Liquor-Making Science & Technology, 2015.

点击下载PDF