Brand value intelligent evaluation management method and system based on big data

Abstract

The invention discloses an intelligent brand value evaluation management method and system based on big data, and belongs to the technical field of commodity value evaluation, and the method comprises the steps: 1, collecting data related to brands from a big database, and forming an initial data set; 2, processing data in the initial data set to obtain an evaluation data set; 3, performing analysis processing according to related data in the evaluation data set to generate evaluation values, and scoring the brand commodities according to the evaluation values; and 4, managing the production quantity of the commodities of the corresponding brands according to the scores. According to the invention, the recent sales volume and profit value of the commodity are compared with the set standard sales volume and profit value, and the brand value of the commodity is evaluated in combination with the market influence condition and the customer evaluation condition, so that the brand value of the commodity can be evaluated more accurately; therefore, an enterprise is helped to understand the actual performance of the brand more comprehensively and more accurately, and the brand competitiveness is improved.

Description

Technical Field

[0001] The present invention belongs to the technical field of commodity value evaluation, and particularly relates to an intelligent evaluation management method and system for brand value based on big data. Background Art

[0002] With the rapid development of the economy, commodities are becoming more and more diverse. Therefore, in an environment where commodity homogenization is becoming increasingly serious, people no longer have much time to hesitate about consumption. After endowing commodities with brand value, people can quickly screen commodities by the level of the brand value of the commodities, reducing the time of consumption hesitation, thus facilitating people's life and shopping.

[0003] The existing evaluation of the brand value of commodities mostly adopts the method of manual market visit and research. Manual research requires a large amount of human and material resources, and the evaluation is not accurate enough. Due to the rise of online shopping, many commodities are directly purchased through the Internet, and manual market visits cannot accurately take into account the information volume on the Internet, resulting in inaccurate evaluation. Summary of the Invention

[0004] The purpose of the present invention is to provide an intelligent evaluation management method and system for brand value based on big data to solve the problems faced in the above background art.

[0005] The purpose of the present invention can be realized by the following technical solutions: An intelligent evaluation management method for brand value based on big data, the method comprising: Step 1: Collect data related to the brand from multiple channels in the big database to form an initial data set; Step 2: Clean, extract features and standardize the data in the initial data set to obtain an evaluation data set; Step 3: Analyze and process the relevant data in the evaluation data set to generate an evaluation value, and score the brand commodities according to the size of the evaluation value; Step 4: Manage the production volume of the corresponding brand commodities according to the scores of the brand commodities.

[0006] Further, the relevant data in the evaluation data set includes the sales data of the brand, the profit data of the brand and the evaluation data of consumers.

[0007] Further, the method for obtaining the evaluation value in step 3 is: Within a preset period According to the sales data and profit data of the brand commodities, draw a curve of the change of sales volume with time And a curve of the change of profit value with time ; Through the formula Derive the evaluation value of the brand ; Among them, is the start time of the preset period and is the end time of the preset period ; is the curve of the preset standard sales volume changing with time is the curve of the preset standard profit value changing with time is the preset promotion intensity value is the customer evaluation coefficient is the market influence coefficient

[0008] Furthermore, the method for obtaining the customer evaluation coefficient is as follows: Obtain the total positive review rate of similar products within the preset period , the total number of negative reviews and the number of positive reviews of the current brand's products , the number of negative reviews ; Derive the customer evaluation coefficient through the formula ; Among them, is the number of people who have purchased the current brand's products more than twice within the preset period is the word-of-mouth value of the current brand's products and is the preset proportionality coefficient

[0009] Furthermore, the method for obtaining the market influence coefficient is as follows: Obtain the average sales volume and the average profit volume within the preset period , and obtain the historical average sales volume and the historical average profit volume within n identical preset periods from the evaluation dataset , so as to draw the curve of the historical average sales volume changing with the preset period ; At the same time, obtain the total number of sales of similar products within the preset period and the total number of sales of the current brand's products ; Derive the market influence coefficient ; wherein, is a preset sales volume comparison value, is a preset profit volume comparison value, is a preset weight coefficient, is the average sales volume in the j-th same preset period in historical data, is the average profit volume in the j-th same preset period in historical data, and , is the comprehensive historical average sales volume, is the comprehensive historical average profit volume.

[0010] Further, the method for scoring brand products according to the evaluation value in step three is as follows: Set multiple scoring levels from low to high according to historical data, and there is a corresponding evaluation value interval under each scoring level; Observe that the obtained evaluation value falls into the corresponding evaluation value interval, then determine this scoring level as the brand value score of the current brand product.

[0011] Further, the method for managing the production volume of corresponding brand products according to the score of brand products in step four is as follows: Obtain the score of the current brand product, and compare it with the preset score threshold interval of this brand product: When , then keep the production volume of the current brand product; When , then reduce the production volume of the current brand product, specifically adjust the production volume to through the formula ; When , then increase the production volume of the current brand product, specifically adjust the production volume to through the formula ; wherein, is the preset production volume, is the conversion coefficient, is the maximum production volume allowed to be adjusted.

[0012] An intelligent evaluation and management system for brand value based on big data, the system is implemented by the intelligent evaluation and management method for brand value based on big data according to any one of claims 1-7, and is characterized in that the system includes: A data acquisition module, which is used to collect data information related to brand products from a big database; A processing module, which is used to preprocess the acquired data to obtain a processed data set; An analysis module, which is used to analyze according to the data information in the processed data set to generate an evaluation value, and thus score the brand products according to the size of the evaluation value; A management module, which manages the production volume of the corresponding brand products according to the scores of the brand products. The beneficial effects of the present invention are as follows: The present invention collects brand-related data from multiple channels in big data, analyzes and processes the relevant data to generate an evaluation value, and scores the brand products according to the size of the evaluation value. It can directly and intelligently evaluate the brand value of products, eliminating the need for manual market visits and research steps. Moreover, by comprehensively analyzing the relevant data in the data set, not only the data related to the brand value of products is considered to improve the accuracy, but also the brand value score of products can be dynamically updated, so as to manage the production volume of the corresponding brand products, enabling enterprises to allocate resources more effectively, improve operational efficiency, and maximize profits.

[0013] The present invention compares the recent sales volume and profit value of products with the set standard sales volume and profit value, and combines the market impact situation and customer evaluation situation to evaluate the brand value of products, which can more accurately evaluate the brand value of products, thereby helping enterprises to more comprehensively and accurately understand the actual performance of the brand, make more informed decisions, enhance brand competitiveness, and ultimately achieve the long-term sustainable development of the brand.

[0014] The present invention can also dynamically adjust the production volume of products according to the brand value score of products, so that enterprises can allocate resources more effectively, optimize inventory management, improve market response speed, and ultimately enhance the overall operational efficiency and profitability.

[0015] Of course, it is not necessary for any product implementing the present invention to achieve all the above-mentioned advantages simultaneously. BRIEF DESCRIPTION OF THE DRAWINGS

[0016] In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the following will briefly introduce the drawings required for the description of the embodiments. Obviously, the drawings in the following description are only some embodiments of the present invention. For those of ordinary skill in the art, other drawings can be obtained based on these drawings without creative efforts.

[0017] Figure 1 It is a flowchart of the method of the present invention; Figure 2 It is a system block diagram of the present invention. DETAILED DESCRIPTION OF THE INVENTION

[0018] Next, the technical solutions in the embodiments of the present invention will be clearly and completely described in conjunction with the accompanying drawings in the embodiments of the present invention. Obviously, the described embodiments are only a part of the embodiments of the present invention, rather than all the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by those of ordinary skill in the art without creative efforts belong to the scope of protection of the present invention.

[0019] In one embodiment, an intelligent evaluation and management method for brand value based on big data is disclosed. As Figure 1 shown, the management method mainly includes the following steps: Step 1: Collect data related to the brand from multiple channels in the big database to form an initial data set; Step 2: Clean, extract features, and standardize the data in the initial data set to obtain an evaluation data set. The relevant data in the evaluation data set includes the sales data of the brand, the profit data of the brand, and the evaluation data of consumers; Step 3: Analyze and process the relevant data in the evaluation data set to generate an evaluation value, and score the brand products according to the size of the evaluation value; Step 4: Manage the production volume of the corresponding brand products according to the scores of the brand products.

[0020] Through the above technical solutions, this application collects data related to the brand from multiple channels in big data, analyzes and processes the relevant data to generate an evaluation value, and scores the brand products according to the size of the evaluation value. It can directly and intelligently evaluate the brand value of the products, eliminating the need for manual market visits and research. Moreover, by comprehensively analyzing the relevant data in the data set, not only the data related to the brand value of the products is considered to improve accuracy, but also the brand value scores of the products can be dynamically updated, thereby managing the production volume of the corresponding brand products, enabling enterprises to allocate resources more effectively, improve operational efficiency, and maximize profits.

[0021] As an implementation manner of the present invention, the method for obtaining the evaluation value in Step 3 is: within a preset period According to the sales data and profit data of the brand product, draw a curve of the sales volume changing with time And a curve of the profit value changing with time ; Obtain the evaluation value of the brand through the formula ; ; Wherein, Is the start time of the preset period , Is the end time of the preset period , is the preset standard sales volume curve varying with time, is the preset standard profit value curve varying with time, is the preset promotion intensity value, is the customer evaluation coefficient, is the market impact coefficient; Among them, the customer evaluation coefficient is obtained by: obtaining the total positive evaluation rate of similar products within the preset period , the total negative evaluation quantity and the positive evaluation quantity , negative evaluation quantity of the current brand products; The customer evaluation coefficient is obtained through the formula ; Among them, is the number of people who have purchased the current brand products more than twice within the preset period , is the word-of-mouth value of the current brand products, and is the preset proportionality coefficient; Among them, the market impact coefficient is obtained by: obtaining the average sales volume and average profit volume within the preset period, and obtaining the historical average sales volume and historical average profit volume from the evaluation dataset within n identical preset periods, so as to draw the historical average sales volume curve varying with the preset period , historical average profit volume curve varying with the preset period ; at the same time, obtaining the total sales volume of similar products within the preset period and the total sales volume of the current brand products; The market impact coefficient is obtained through the following formula ; Among them, is the preset sales volume comparison value, is the preset profit volume comparison value, is the preset weight coefficient, is the average sales volume in the jth identical preset period in the historical data, is the average profit volume in the jth identical preset period in the historical data, and , , is the comprehensive historical average sales volume, and is the comprehensive historical average profit volume.

[0022] Through the above technical solution, this embodiment provides a specific method for obtaining an evaluation value. Generally speaking, the level of a brand value is generally related to factors such as commodity sales volume, profit rate, customer satisfaction, and market impact factors. Therefore, a preset period is set, and its duration can be arbitrarily determined according to the actual situation by the user. Within the preset period , based on the sales data and profit data of the brand's commodities, a curve of the sales volume changing with time and a curve of the profit value changing with time are determined; The evaluation value of the brand is obtained through the formula ; ; wherein, is the start time of the preset period , is the end time of the preset period , is the preset standard curve of the sales volume changing with time, is the preset standard curve of the profit value changing with time, is the preset promotion intensity value, is the customer evaluation coefficient, and is the market impact coefficient; Among them, the method for obtaining the customer evaluation coefficient is: obtaining the total positive review rate , the total negative review volume and the positive review volume , the negative review volume of the current brand's commodities within the preset period ; The customer evaluation coefficient is obtained through the formula ; wherein, is the number of people who have purchased the current brand's commodities more than twice within the preset period , is the word-of-mouth value of the current brand's commodities, and is the preset proportionality coefficient; Among them, the method for obtaining the market impact coefficient is: obtaining the average sales volume and the average profit volume within the preset period , and obtain the historical average sales volume within n identical preset periods from the evaluation dataset and the historical average profit volume , so as to formulate the curve of the historical average sales volume changing with the preset period , the curve of the historical average profit volume changing with the preset period ; Meanwhile, obtain the total sales volume of similar products within the preset period and the total sales volume of the current brand's products ; Obtain the market influence coefficient through the following formula ; ; wherein, is the preset sales volume comparison value, is the preset profit volume comparison value, is the preset weight coefficient, is the average sales volume in the j-th identical preset period in the historical data, is the average profit volume in the j-th identical preset period in the historical data, and , is the comprehensive historical average sales volume, is the comprehensive historical average profit volume.

[0023] Through the above technical solution, this embodiment provides a specific method for obtaining the evaluation value. Generally speaking, the level of a brand value is generally related to product sales volume, profit rate, customer satisfaction, market influence factors, etc. Therefore, a preset period is set, and its duration can be artificially determined according to the actual situation. Within the preset period , according to the sales data and profit data of the brand's products, formulate the curve of the sales volume changing with time and the curve of the profit value changing with time , and then obtain the evaluation value of the brand through the formula ; wherein, is the customer evaluation coefficient, is the market influence coefficient, and the method for obtaining the customer evaluation coefficient is: obtain the total positive review rate of similar products, the total number of negative reviews and the number of positive reviews of the current brand's products, the number of negative reviews within the preset period ; Obtain the customer evaluation coefficient through the formula ; formula Indicates the ratio between the number of positive reviews and the number of negative reviews of the product represented by the current brand. The larger the value, the higher the product value. The formula represents the ratio between the number of positive reviews and negative reviews of the current brand's products and the number of positive reviews and negative reviews of all similar products. Obviously, the more the current brand's products account for and the less the proportion of negative reviews, the higher the brand value of its products. And is the preset period The number of people who have purchased the products of the current brand more than twice within the period indicates the repurchase rate of the brand's products. Obviously, the larger the value, the higher the brand value of the products. Therefore, the customer evaluation coefficient The higher it is, the higher the brand value of the brand's products; similarly, the market influence coefficient The method to obtain it is: obtain the average sales volume within the preset period and the average profit volume , and obtain the historical average sales volume and the historical average profit volume from the evaluation dataset within n identical preset periods, so as to draw the curve of the historical average sales volume changing with the preset period , the curve of the historical average profit volume changing with the preset period ; At the same time, obtain the total sales volume of similar products within the preset period and the total sales volume of the current brand's products. Finally, through the formula obtain the market influence coefficient ; In the formula , represents the comprehensive average sales volume under n identical preset periods, and the formula represents the difference change between the comprehensive average sales volume in the second half of the preset period and the comprehensive average sales volume in the first half of the preset period within n identical preset periods. The larger the value, the better the growth of the product. Therefore, when the comprehensive historical average sales volume is larger, the higher the brand value of the product; similarly, through the formula obtain the comprehensive historical average profit volume, and finally through the formula obtain the market influence coefficient . In the formula, when the value is larger, it indicates that the profit volume and sales volume of the product are in positive growth, and the formula represents the proportion of the total sales volume of the current brand's products in the total sales volume of all similar products. Obviously, the larger the market influence coefficient, the higher the brand value of the brand's products; Therefore, finally, through the formula obtain the evaluation value of the brand Obviously, the higher the evaluation value, the higher the brand value of the brand product. In this way, by comparing the recent sales volume and profit value of the product with the set standard sales volume and profit value, and then combining the market impact and customer evaluation to evaluate the brand value of the product, the brand value of the product can be evaluated more accurately, so as to help the enterprise understand the actual performance of the brand more comprehensively and accurately, make more informed decisions, enhance brand competitiveness, and ultimately achieve the long-term sustainable development of the brand.

[0024] It should be noted that the preset standard sales volume change curve over time and the preset standard profit value change curve over time are which can be determined according to historical data, and the preset promotion intensity value can be determined according to the current promotion policy of the product. The word-of-mouth value of the current brand product can be obtained from sample data, while the preset proportionality coefficient and the weight coefficient and the sales volume comparison value and the profit volume comparison value can all be determined according to historical data combined with empirical data, and will not be elaborated here.

[0025] As an implementation manner of the present invention, the method for scoring brand products according to the size of the evaluation value in step three is: Set multiple scoring levels from low to high according to historical data, and there is a corresponding evaluation value interval under each scoring level; Observe that the obtained evaluation value falls into the corresponding evaluation value interval, and then determine this scoring level as the brand value score of the current brand product.

[0026] The above technical solution provides a method for scoring brand products according to the size of the evaluation value. First, set multiple scoring levels from low to high according to historical data, and there is a corresponding evaluation value interval under each scoring level. For example, set 1 - 10 scoring levels, and there is a corresponding evaluation value interval set according to historical data under each scoring level. First, observe which evaluation value interval the obtained evaluation value falls into, and the scoring level corresponding to this evaluation value interval is the brand value score of the current brand product.

[0027] As an implementation manner of the present invention, the method for managing the production volume of corresponding brand products according to the score of brand products in step four is: Obtain the score of the current brand product , and compare it with the preset score threshold interval of this brand product for comparison: When If so, maintain the production volume of the current brand of goods; When If so, reduce the production volume of the current brand of goods. Specifically, use the formula to adjust the production volume to ; When If so, increase the production volume of the current brand of goods. Specifically, use the formula to adjust the production volume to ; Among them, is the preset production volume, is the conversion coefficient, is the maximum allowable adjusted production volume set.

[0028] The above technical solution provides a method for managing the production volume of corresponding brand goods according to the score of brand goods. First, obtain the score of the current brand of goods , and compare it with the preset score threshold range of this brand of goods. When , it means that the production volume of the brand goods at this time meets the production volume required by the current brand value of the goods, so maintain the production volume of the current brand of goods; when , it means that the production volume of the brand goods at this time exceeds the required production volume, so reduce the production volume of the current brand of goods. Specifically, use the formula to adjust the production volume to . It can be seen from the formula that the lower the score level, the more production volume needs to be reduced; similarly, when , it indicates that the production volume of the brand goods is insufficient to meet the production volume required by the current brand value of the goods, so increase the production volume of the current brand of goods. Specifically, use the formula to adjust the production volume to . It can be seen from the formula that the higher the score level, the more production volume needs to be increased. In this way, the production volume of goods can be dynamically adjusted according to the brand value score of the goods, so that the enterprise can more effectively allocate resources, optimize inventory management, improve the market response speed, and ultimately enhance the overall operation efficiency and profitability.

[0029] It should be noted that the preset production volume , the conversion coefficient , and the maximum allowable adjusted production volume set can all be determined according to the historical data of the corresponding brand in the big data combined with the empirical data, and will not be elaborated here.

[0030] In another embodiment, an intelligent evaluation and management system for brand value based on big data is disclosed. This management system is implemented by the above-mentioned intelligent evaluation and management method for brand value based on big data, as Figure 2 shown. The management system includes: A data collection module, which is used to collect data information related to brand products from a large database; A processing module, which is used to preprocess the acquired data to obtain a processed data set; An analysis module, which is used to analyze according to the data information in the processed data set to generate an evaluation value, and thus score the brand products according to the size of the evaluation value; A management module, which manages the production volume of the corresponding brand products according to the scores of the brand products.

[0031] The above content is only an example and illustration of the concept of the present invention. Those skilled in the art of this technology make various modifications or supplements to the described specific embodiments or use similar methods to replace them, as long as they do not deviate from the concept of the invention or exceed the scope defined by this claim book, they should all belong to the protection scope of the present invention.

Claims

1. A brand value intelligent evaluation management method based on big data, characterized in that: The method comprises: Step 1: Collect brand-related data from multiple channels in a large database to form an initial data set; Step 2: Clean, extract features and standardize the data in the initial data set to obtain an evaluation data set; Step 3: Analyze and process the relevant data in the evaluation data set to generate an evaluation value, and score the brand product according to the evaluation value; Step 4: Manage the production volume of the corresponding brand products according to the ratings of the brand products.

2. According to the big data-based brand value intelligent evaluation management method of claim 1, it is characterized in that: The relevant data in the evaluation data set includes brand sales data, brand profit data and consumer evaluation data.

3. According to the big data-based brand value intelligent evaluation management method of claim 2, it is characterized in that: The method for obtaining the evaluation value in step 3 is: In a preset period According to the sales data and profit data of the brand's products, a sales volume change curve over time is drawn up. And the profit value changes over time ; By formula Get the brand's evaluation value ; in, For preset cycle The start time of For preset cycle The end time of The preset standard sales volume curve over time. It is the preset standard profit value changing curve over time. is the preset promotion intensity value, is the customer evaluation coefficient, is the market impact coefficient.

4. The method for intelligent brand value assessment and management based on big data according to claim 3 is characterized in that: The customer evaluation coefficient The method to obtain it is: Get the preset cycle The total favorable rate of similar products in , Total negative reviews And the number of positive reviews for the current brand products , negative reviews ; By formula Get the customer evaluation coefficient ; in, For preset cycle The number of people who purchased the current brand product more than twice within the period. is the reputation value of the current brand product, as well as is the preset scale factor.

5. According to the big data-based brand value intelligent evaluation management method of claim 3, it is characterized in that: The market impact coefficient The method to obtain it is: Get the preset period Average sales volume and the average profit , and obtain the historical average sales volume in n same preset periods from the evaluation data set And the historical average profit , thus drawing up a curve of historical average sales volume changing with the preset period , the historical average profit volume changes with the preset period ; Get the preset cycle at the same time Total sales of similar products And the total sales of the current brand products ; The market impact coefficient is obtained by the following formula ; ； in, is the preset sales volume comparison value, is the preset profit volume comparison value, is the preset weight coefficient, is the average sales volume in the jth same preset period in the historical data, is the average profit in the jth same preset period in the historical data, and , is the comprehensive historical average sales volume, It is the comprehensive historical average profit amount.

6. The method for intelligent brand value assessment and management based on big data according to claim 3 is characterized in that: The method for scoring brand products according to the evaluation value in step 3 is: Multiple rating levels are set from low to high based on historical data, and each rating level has a corresponding evaluation value range; If the evaluation value obtained by observation falls within the corresponding evaluation value interval, the rating level is determined as the brand value rating of the current brand product.

7. The method for intelligent brand value assessment and management based on big data according to claim 6 is characterized in that: The method for managing the production volume of the corresponding branded goods according to the scores of the branded goods in step 4 is: Get the rating of the current brand product , and compare it with the preset rating threshold range of the brand product To compare: when When , the production volume of the current brand goods is maintained; when , the production volume of the current brand product is reduced, specifically through the formula Adjust production volume to ; when , the production volume of the current brand product will be increased, specifically through the formula Adjust production volume to ; in, For the preset production volume, is the conversion factor, The maximum production volume allowed to be adjusted.

8. A brand value intelligent evaluation management system based on big data, the system is implemented by the brand value intelligent evaluation management method based on big data according to any one of claims 1 to 7, characterized in that: The system comprises: A data collection module, which is used to collect data information related to brand products from a large database; A processing module, wherein the processing module is used to pre-process the acquired data to obtain a processed data set; An analysis module, which is used to analyze the data information in the processed data set to generate an evaluation value, thereby scoring the brand products according to the evaluation value; A management module is used to manage the production volume of the corresponding brand products according to the scores of the brand products.

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