基于大数据的网络正面宣传引导策略研究

中图分类号：D64;TP18 文献标志码：A 文章编码：1672-7274（2026）02-0154-03

Research on the Guidance Strategy of Positive Internet Publicity Based on Big Data WU Yuan

KezhouPartyCommiteeNetwork InformationOffice，KizilsuKirgizAutonomous Prefecture，China）

Abstract： With the rapid advancement of network informatization， cyberspace has emerged as a primary arena for the dissemination of diverse ideologies and viewpoints. Consequently， positive online publicity and guidance have become paramount in safeguarding a healthyand constructive online environment.Big data technologyleveraging itscorecapabilities inlarge-scale datacollection，precise data mining and analysis，andreal-timedynamic monitoring—ofers significant technical support for enhancing theefectivenessofonlinepublicityinitiatives.This paper，grounded inthe practical operations of the Party Committe's Cyberspace Administration Ofice and aligned with national cybersecurity and informatization policies，examines the value and significance of integrating big data into positiveonline communication strategies.It identifies keychallenges currently facing online publicityeforts and proposes targeted，data-drivenstrategies acrossfour dimensions：content creation，dissemination channels，public opinion monitoring，and evaluation ofpublicity outcomes.These strategies aim to provide both technical guidance and practical references for optimizing the planning and implementation of online ideological communication.

Keywords： big data; positive online publicity; guidance strategy; public opinion management and control

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