The core dimensions of cross-border e-commerce are goods, marketing and services. Sellers who do a good job in these three dimensions can gain a foothold in the e-commerce market. Consumer public opinion data is the core data for optimizing these three dimensions. How consumers evaluate sellers’ goods and services will directly guide sellers on how to upgrade and iterate their goods and services. Public opinion data can be collected from channels such as consumer evaluations, customer service chat records, and social platforms.
Public opinion analysis refers to the process of conducting in-depth thinking and analysis of public opinion on a specific issue based on the needs of the issue and drawing relevant conclusions. There are usually two major analysis methods for public opinion analysis in cross-border e-commerce.
(1) Content analysis
Content analysis is a special method for objectively and systematically analyzing information content. Its purpose is to clarify the essential facts and trends in the information, extract the implicit intelligence contained in the information, and make predictions about the development of things.
(2) Empirical analysis
Empirical analysis is a common research method that attempts to draw certain conclusions after analyzing a large number of cases and related data. For the e-commerce industry, public opinion analysis refers to statistical and model analysis of the texts left by consumers online (chat records, comments, etc.) to understand consumers’ views on brands and products, their needs and emotional likes and dislikes. This plays a very important role in the strategic positioning of brands and products, and can provide important reference information for sellers to make correct decisions.