本报告分析了2018年和2019年中国汽车品牌的传播状况,总结了2018年和2019年中国汽车品牌舆情的传播走势。其中,2019年相对2018年品牌传播变化较为剧烈,除吉利和长安两个品牌保持了比较稳定的传播势头外,启辰、蔚来、魏派、领克的品牌传播量上升势头明显。通过整理2018~2019年中国汽车品牌的传播量变化和调性分布情况,揭示中国汽车品牌的舆情传播变化趋势及传播发展特点。本报告通过图表展示出自主品牌的舆情传播量大体呈波状起伏、“逢会必高”的传播趋势,总体舆情传播量逐步提升。其中,舆情声量反映了品牌传播强度,从一个侧面反映了品牌的受关注程度。舆情传播正负面占比则与品牌的美誉度相关,正面占比越高,说明品牌的口碑越好;若负面占比较高,则表示监测期内对品牌方方面面不满意的声音比较突出。
<<This report analyzes the communication status of China’s automobile brands in 2018 and 2019,summarizes the communication trend of public opinions on Chinese automobile brands in 2018 and 2019,and sorts out the changes of communication volume and tonality distribution of Chinese automobile brands during this period,so as to reveal the change trend and development characteristics of public opinion of Chinese automobile brands. The public opinion volume of the whole brand and the proportion of positive and negative aspects of public opinion communication are shown in the list. Among them,the volume of public opinion reflects the intensity of brand communication,and from one side reflects the degree of brand attention. The positive and negative proportion of public opinion communication is related to the brand reputation. The higher the positive proportion,the better the brand reputation. If the negative proportion is high,it means that the voice of dissatisfaction with all aspects of the brand is more prominent during the monitoring period.
<<Keywords: | Chinese Automobile BrandBrand Communication VolumePublic Opinion Communication TrendWord-of-Mouth Tonality Distribution |