基于京东在线评论的茶叶包装设计理论模型

目的:满足茶叶消费者和生产商对包装设计的系统性需求。方法:基于网络评论研究法,利用后羿采集器抓取京东平台茶叶包装网购评价数据,通过清洗获得5 560条评论共280 876字,对评论文本进行文本预处理、构建语义分析,包括提取中文分词、提取关键词汇、构建核心语义等步骤,并在此基础上利用扎根理论对有效评论进行文本编码、开放性编码、主轴编码、选择性编码,以此构建茶叶包装优化设计理论模型,并进行理论饱和度检验。结果:包装特点、容量大小、包装材质、做工品质是茶叶包装设计过程中的重要要素。结论:该理论模型的核心范畴要素能够适用于白茶及乌龙茶类的包装设计,有效满足消费者及生产商的系统性需求,且具有良好的应用价值。

Research on theoretical model of tea packaging design based on JD online review

Objective:This study aimed to meet the systematic demands of tea consumers and manufacturers for packaging design.Methods:Based on the research method of online comments, the Houyi collector is used to capture the evaluation data of tea packaging online shopping on the Jingdong platform, and 5 560 comments totaling 280 876 words are obtained. The comment text was pre-processed, and then the semantic analysis was constructed, including Chinese word segmentation and key extraction, including vocabulary, construction of core semantics and other steps. Based on grounded theory, text coding, open coding, main axis coding, selective coding were performed on the effective review text, so as to construct the theoretical model of tea packaging optimization design and carry out the theory saturation test.Results:Packaging characteristics, capacity, packaging material and quality are important factors in the process of tea packaging design.Conclusion:The core category elements of the theoretical model can be applied to the packaging design of white tea and wulong tea, which effectively meets the systemic needs of consumers and manufacturers, and has good application value.