The invention relates to the technical field of market analysis, in particular to a brand positioning optimization method based on
big data, and the method comprises the steps: collecting multi-channel brand performance data, calculating a mean value, extracting a co-occurrence relation between emotion words and labels in comments, judging an emotion and
image matching structure, and analyzing competing
product label frequency difference and cognitive overlap. And identifying a user portrait and emotion offset, and merging expression gaps to generate an optimization suggestion scheme. According to the method, differentiated collection and unified coding are performed on multi-channel indexes, a brand expression structure capable of cross comparison is constructed, data definition is improved, comment words and brand labels form a co-occurrence matrix, an emotional expression structure under the value dimension is extracted, competitive
product analysis locates a cognitive blank on the basis of
label difference and coverage degree, and the competitive
product analysis accuracy is improved. The emotion deviation value and the
label acceptability are introduced as dynamic parameters by user division, and finally a fusion
label missing and emotion space is output, expression reconstruction and crowd
adaptation are completed, and dynamic linkage and positioning updating of a brand structure are realized.