基于NLP研究娃哈哈品牌在社交媒体上的情感分析

——以哗哩哗哩弹幕文本为例

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NLP-Based Sentiment Analysis of Wahaha's Patriotic Branding

一ACaseStudyofBilibiliBullet-Screen Texts

ZHANG Chuhua， LIANG Ling （NanfangCollege Guangzhou，Guangzhou Guangdong，51O97O，China）

Abstract：Therapid developmentof naturallanguage procesing technology hasprovided new methodological supportforsocial scienceresearch.Thisstudyfocusesonthefieldofsentimentanalysis，takingBilibilibuletcommentsastheeseachojet，andusingOctopuscollectorandROSTCM6toltoobtainreal-timeinteractiondataofuserstowardsWahahaenterprise.Byusing text miningtechologytoachievestructuredtransformationofunstructureddata，combinedwithmethodssuchaswordfrequencystatitics，emantic networkanalysis，andsentimentpolarityclasifcatio，thesystemnalyesusersentimentfedbackcharacteristics.Research hasfoundthattheconstructionoforporateimagepresentstree-dimensionalcharacteristicsofproductdesignntrepreneurialspiit， andbrandiage，andsocialmediapltformsformemotionalresonanceefectsthroughthecommunicationchainof "enterpriseplat formconsumerbarage".TheresearchresultsnotonlyverifytheapplicabilityofNLPtechnologyinthefieldofsocialsiences，but alsoprovideempiricalevidenceforthebrandcommunicationstrategyofthnicenterprisesinthenewmediaerarevealingtheimpor tantroleofdigitalspatialemotionalmobilizationmechanismintheconstructionofcorporatesocialvalue.Thisstudyhasopeedup newresearch pathsforthesocial scienceaplicationsof digitaltechnologythrough interdisciplinarymethods innovation.

Key Words： NaturalLanguageProcessng （NLP）；Sentimentanalysis； Wahah'sPatritic Branding； Bullet-screen texts；Socialmedia；Real-time interactive data

数字技术的进步推动了大语言模型建构自然语言处理体系（NLP），情感分析作为其核心应用，通过量化句子情感为行为与认知研究提供新方法。（剩余5646字）