基于在线评论文本挖掘的商业竞争情报分析模型构建及应用
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摘要
【目的/意义】社会化媒体发达的环境下,在线评论已成为商业竞争情报的重要来源,企业可从中了解客户需求、改进产品与服务质量。【方法/过程】选取家具这种耐用品的在线评论作为研究数据,建立了基于在线评论文本挖掘的商业竞争情报分析模型,使用特征词提取、关键词共现与社会网络分析,得到特征词典、用户观点并可视化。【结果/结论】本文以京东商城家具产品服务为例进行实证,证明该模型可较好地提取用户观点的竞争情报并可视化,关键词共现与社会网络分析对于识别企业服务中的问题具有良好效果。
【Purpose/significance】In the social environment of developed social media, online reviews have become a crucial source of commerce competitive intelligence, helping enterprise discover user's demand and enhance product and service.【Method/process】Using online reviews of furniture as research data, we propose the analysis model of commerce competitive intelligence base on online reviews textual mining, then identify the feature dictionary and user opinion by NLPtool, social net analysis.【Result/conclusion】The empirical analysis bases on furniture product and service of jd.com, re-sults show that the model can extract competitive intelligence base on user's opinions, and identify product and service problem well.
【Purpose/significance】In the social environment of developed social media, online reviews have become a crucial source of commerce competitive intelligence, helping enterprise discover user's demand and enhance product and service.【Method/process】Using online reviews of furniture as research data, we propose the analysis model of commerce competitive intelligence base on online reviews textual mining, then identify the feature dictionary and user opinion by NLPtool, social net analysis.【Result/conclusion】The empirical analysis bases on furniture product and service of jd.com, re-sults show that the model can extract competitive intelligence base on user's opinions, and identify product and service problem well.
引文
1中国互联网络信息中心(CNNIC).第41次中国互联网络发展状况统计报告[EB/OL].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201803/P020180305409870339136.pdf,2018-04-28.
2 Cheung C M K, Thadani D R. The impact of electronic word-of-mouth communication:A literature analysis and integrative model[J]. Decision Support Systems, 2012, 54(1):461-470.
3 菲利普·科特勒,凯文·莱恩·凯勒.营销管理:全球版[M].北京:中国人民大学出版社, 2012:385.
4 阳林.服务营销[M].北京:电子工业出版社, 2014:21.
5 Hennig‐Thurau T, Gwinner K P, Walsh G, et al.Electronic word-of-mouth via consumer-opinion platforms:What motivates consumers to articulate themselves on the Internet?[J]. Journal of Interactive Marketing, 2004, 18(1):38-52.
6 Shostack G L. Service Positioning through Structural Change[J]. Journal of Marketing, 1987, 51(1):34-43.
7 曹越,毕新华,苏婉.移动互联网O2O模式下消费者信息搜寻行为研究[J].情报理论与实践,2018,41(3):111-116.
8 Smith D, Menon S, Sivakumar K. Online peer and editorial recommendations, trust, and choice in virtual markets[J]. Journal of Interactive Marketing, 2005, 19(3):15-37.
9 Arndt J. Role of Product-Related Conversations in the Diffusion of a New Product[J]. Journal of Marketing Research, 1967, 4(3):291-295.
10 Mizerski R W. An attribution explanation of the disproportionate influence of unfavorable information.[J]. Journal of Consumer Research, 1982, 9(3):301-10.
11 Richins M L. Negative Word-of-Mouth by Dissatisfied Consumers:APilotStudy[J].Journalof Marketing, 1983, 47(1):68-78.
12 Bone P F. Word-of-mouth effects on short-term and long-term product judgments[J]. Journal of Business Research, 1995, 32(3):213-223.
13 Lau G T, Ng S. Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour[J]. Canadian Journal of Administrative Sciences, 2001, 18(3):163-178.
14 施国良,程楠楠.Web环境下产品评论挖掘在企业竞争情报中的应用[J].情报杂志,2011,30(11):10-14,51.
15 Wingyan Chung, Tzu-Liang(Bill)Tseng. Discovering business intelligence from online product reviews:A rule-induction framework[J]. Expert Systems With Applications,2012, 39(15):11870-11879.
16 Xu X, Wang X, Li Y, et al. Business intelligence in online customer textual reviews:Understanding consumer perceptions and influential factors[J]. International Journal of Information Management, 2017, 37(6):673–683.
17 Xu K, Liao S S, Li J, et al. Mining comparative opinions from customer reviews for Competitive Intelligence[J]. Decision Support Systems, 2011, 50(4):743–754.
18 聂卉,李通,何欢,刘梦圆,首欢容.基于在线评论的商业竞争情报的自动获取[EB/OL].http://kns.cnki.net/kcms/detail/61.1167.G3.20180802.1214.008.html,2018-08-02.
19 夏晨曦.基于观点挖掘的竞争情报系统[J].情报学报,2012,(2):174-179.
20 陈元,赵静.基于WEB用户产品评论的企业竞争情报挖掘实证研究[J].情报科学,2016,34(4):80-85.
21 沈阳.2008. ROST Content Mining System:software for Content Mining and Analysis[D]. Wuhan University, Hubei, China.
22 蔡溢,杨洋,殷红梅.基于ROST文本挖掘软件的贵阳市城市旅游品牌受众感知研究[J].重庆师范大学学报(自然科学版),2015,32(1):126-134.
23 左文明,陈华琼,张镇鹏.基于网络口碑的B2C电子商务服务质量管理[J].管理评论,2018,30(2):94-106.
24 Zeithaml V A. How Consumer Evaluation Processes Differ Between Goods and Services[M].Marketing of Services,1981:186-190.
25 电通现代交流实验室.SIPS——来自社会化媒体时代新的消费者行为模式概念[EB/OL]. http://www.dentsu.co.jp/sips/,2018-05-19.
26 张洋,凌婉阳.基于多源社会化媒体评论的竞争情报挖掘研究[J].情报理论与实践,2015,38(7):59-66.
27 王运锋,夏德宏,颜尧妹.社会网络分析与可视化工具NetDraw的应用案例分析[J].现代教育技术,2008,(4):85-89.
28 李雷,简兆权.国外电子服务质量研究述评与趋势展望[J].外国经济与管理,2012,34(10):1-12.
29 王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137.
30 Johnston T C, Hewa M A. Fixing Service Failures[J]. Industrial Marketing Management, 1997, 26(5):467-473.
31 Van Vaerenbergh Y, Vermeir I, Larivière B. Service recovery’s impact on customers next-in-line[J]. Managing Service Quality, 2013, 23(6):495-512.
32 简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(1):175-186.
33 唐瑶涵,家具物流质量控制研究[D].株洲:中南林业科技大学,2015
34 谭波.爆发性需求背景下的家具业电子商务物流问题研究[D].赣州:江西理工大学,2016.
2 Cheung C M K, Thadani D R. The impact of electronic word-of-mouth communication:A literature analysis and integrative model[J]. Decision Support Systems, 2012, 54(1):461-470.
3 菲利普·科特勒,凯文·莱恩·凯勒.营销管理:全球版[M].北京:中国人民大学出版社, 2012:385.
4 阳林.服务营销[M].北京:电子工业出版社, 2014:21.
5 Hennig‐Thurau T, Gwinner K P, Walsh G, et al.Electronic word-of-mouth via consumer-opinion platforms:What motivates consumers to articulate themselves on the Internet?[J]. Journal of Interactive Marketing, 2004, 18(1):38-52.
6 Shostack G L. Service Positioning through Structural Change[J]. Journal of Marketing, 1987, 51(1):34-43.
7 曹越,毕新华,苏婉.移动互联网O2O模式下消费者信息搜寻行为研究[J].情报理论与实践,2018,41(3):111-116.
8 Smith D, Menon S, Sivakumar K. Online peer and editorial recommendations, trust, and choice in virtual markets[J]. Journal of Interactive Marketing, 2005, 19(3):15-37.
9 Arndt J. Role of Product-Related Conversations in the Diffusion of a New Product[J]. Journal of Marketing Research, 1967, 4(3):291-295.
10 Mizerski R W. An attribution explanation of the disproportionate influence of unfavorable information.[J]. Journal of Consumer Research, 1982, 9(3):301-10.
11 Richins M L. Negative Word-of-Mouth by Dissatisfied Consumers:APilotStudy[J].Journalof Marketing, 1983, 47(1):68-78.
12 Bone P F. Word-of-mouth effects on short-term and long-term product judgments[J]. Journal of Business Research, 1995, 32(3):213-223.
13 Lau G T, Ng S. Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour[J]. Canadian Journal of Administrative Sciences, 2001, 18(3):163-178.
14 施国良,程楠楠.Web环境下产品评论挖掘在企业竞争情报中的应用[J].情报杂志,2011,30(11):10-14,51.
15 Wingyan Chung, Tzu-Liang(Bill)Tseng. Discovering business intelligence from online product reviews:A rule-induction framework[J]. Expert Systems With Applications,2012, 39(15):11870-11879.
16 Xu X, Wang X, Li Y, et al. Business intelligence in online customer textual reviews:Understanding consumer perceptions and influential factors[J]. International Journal of Information Management, 2017, 37(6):673–683.
17 Xu K, Liao S S, Li J, et al. Mining comparative opinions from customer reviews for Competitive Intelligence[J]. Decision Support Systems, 2011, 50(4):743–754.
18 聂卉,李通,何欢,刘梦圆,首欢容.基于在线评论的商业竞争情报的自动获取[EB/OL].http://kns.cnki.net/kcms/detail/61.1167.G3.20180802.1214.008.html,2018-08-02.
19 夏晨曦.基于观点挖掘的竞争情报系统[J].情报学报,2012,(2):174-179.
20 陈元,赵静.基于WEB用户产品评论的企业竞争情报挖掘实证研究[J].情报科学,2016,34(4):80-85.
21 沈阳.2008. ROST Content Mining System:software for Content Mining and Analysis[D]. Wuhan University, Hubei, China.
22 蔡溢,杨洋,殷红梅.基于ROST文本挖掘软件的贵阳市城市旅游品牌受众感知研究[J].重庆师范大学学报(自然科学版),2015,32(1):126-134.
23 左文明,陈华琼,张镇鹏.基于网络口碑的B2C电子商务服务质量管理[J].管理评论,2018,30(2):94-106.
24 Zeithaml V A. How Consumer Evaluation Processes Differ Between Goods and Services[M].Marketing of Services,1981:186-190.
25 电通现代交流实验室.SIPS——来自社会化媒体时代新的消费者行为模式概念[EB/OL]. http://www.dentsu.co.jp/sips/,2018-05-19.
26 张洋,凌婉阳.基于多源社会化媒体评论的竞争情报挖掘研究[J].情报理论与实践,2015,38(7):59-66.
27 王运锋,夏德宏,颜尧妹.社会网络分析与可视化工具NetDraw的应用案例分析[J].现代教育技术,2008,(4):85-89.
28 李雷,简兆权.国外电子服务质量研究述评与趋势展望[J].外国经济与管理,2012,34(10):1-12.
29 王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137.
30 Johnston T C, Hewa M A. Fixing Service Failures[J]. Industrial Marketing Management, 1997, 26(5):467-473.
31 Van Vaerenbergh Y, Vermeir I, Larivière B. Service recovery’s impact on customers next-in-line[J]. Managing Service Quality, 2013, 23(6):495-512.
32 简兆权,柯云.网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究[J].管理评论,2017,29(1):175-186.
33 唐瑶涵,家具物流质量控制研究[D].株洲:中南林业科技大学,2015
34 谭波.爆发性需求背景下的家具业电子商务物流问题研究[D].赣州:江西理工大学,2016.