Yang Qian , Haifeng Ling , Xiangrui Meng , Yuanchun Jiang , Yidong Chai , Yezheng Liu
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引用次数: 0
摘要
专业人士生成的内容(PGC)是一个重要而可靠的在线来源,可提供有关品牌和产品各个方面的大规模信息。本研究的重点是从大规模 PGC 中获取产品层面的竞争情报。具体来说,我们的目标是同时识别产品之间的竞争关系,提取竞争产品共享的代表性话题,并估计内容偏好。为此,我们提出了一个话题模型,该模型可联合利用 PGC 中的文本内容及其相关产品标签。由于 PGCs 规模大、篇幅长,我们提出了一种折叠变分贝叶斯推理算法来改进模型学习。我们分析了超过 100,000 个 PGC 和 3,000 个相关产品,并将其应用于汽车领域。实验结果表明,所提出的方法能够准确分析市场竞争。我们的研究结果对产品经理具有重要意义,使他们能够识别竞争对手,评估专家对其产品和竞争对手的意见,并选择高质量的内容创作者来改进促销活动。
Voice of the Professional: Acquiring competitive intelligence from large-scale professional generated contents
Professional generated content (PGC) serves as a vital and reliable online source that provides large-scale information about various aspects of brands and products. This study focuses on acquiring product-level competitive intelligence from large-scale PGCs. Specifically, we aim to simultaneously identify competitive relationships among products, extract representative topics shared by competing products, and estimate content preferences. To this end, we present a topic model that jointly leverages textual content and their associated product tags in PGCs. Owing to large-scale and lengthy PGCs, we propose a collapsed variational Bayesian inference algorithm to improve the model learning. We analyze over 100,000 PGCs and 3,000 associated products for empirical application in automobiles. Experimental results show that the proposed approach can accurately analyze market competition. Our findings have significant implications for product managers, enabling them to identify competitors, assess experts’ opinions on their products and competitors, and select high-quality content creators to improve promotions.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.