【摘要】 为探究消费者线上购买乳腺癌术后文胸关注点及诉求,总结消费者需求,为品牌与企业提出相关设计与营销建议。从消费者关注角度出发,依托京东平台,挖掘分析乳腺癌术后文胸产品特征,并基于在线评论进行情感分析与聚类分析。得到商品特征分析,在线评论情感分析、词云图及聚类分析结果。消费者在线上选购乳腺癌术后文胸时既注重商品的功能性与舒适性,追求性价比,又关注商品能否满足审美和情感需求;在购物体验上具有较强品牌意识,对整体质量、产品面料、穿着体验及客服服务等方面均持有高度关注。品牌应兼顾消费者身心需求,创新设计,着力优化产品功能与外观;同时加强品控,提升产品质量、提供更优质的线上服务,实现品牌价值的提升和市场竞争力的提高。更多还原

【Abstract】 In order to explore the concerns and demands of consumers in online purchase of postoperative breast cancer bras,summarize consumer demands,and put forward relevant design and marketing suggestions for brands and enterprises.From the perspective of consumer concerns,relying on the JD platform,the product characteristics of postoperative breast cancer bras were excavated and analyzed,and the sentiment analysis and cluster analysis were conducted based on online reviews.Obtain the results of commodity characteristics analysis,online review sentiment analysis,word cloud and cluster analysis.The consumer pay more attention to the overall quality,product fabric,wea ring experience and customer service.Most of the postoperative bras with good sales are skin-friendly and easy to wear and take off.The overall online shopping experience is good,which promotes the possibility of repurchase and spontaneous recommendation.At the same time,brands need to strengthen quality control,innovative design,and professional training to provide consumers with more professional products and services.更多还原