面向网络社区聆听客户声音方法的研究.pdf

数据特点，依据信息融合和离群数据检测理论方法，提出了网络社区客户声音数据检测和理 解模型，实现网上客户声音数据的侦听检测、信息融合、识别理解过程，提出了过程建模、 求解和结果利用的完整步骤，形成了面向网络社区聆听有价值的客户声音方法； (5) 研究了网上聆听客户声音的有效性、正确性和可靠性问题。分析发现网络社区注册客 户领袖的个人特征与其需求特征类型之间存在关联关系，由此提出发现客户隐性需求的聆听 客户声音模型。将网上的领袖客户的个人特征与其需求特征数据建立关联矩阵，利用改进的 粒子群优化算法，对领袖客户的关联特征数据进行聚类，以发现隐性消费需求的客户群体。 在此基础上，采用电子邮件精准许可营销策略，对客户隐性需求信息向现实需求信息进行转 化，从而获得有重要利用价值的客户需求信息； (6) 实证研究了聆听客户声音方法在企业管理决策过程中的应用案例。选择国有大型汽车 制造企业 JAC 集团为研究对象，通过企业调研和实证分析，发现传统的制造企业利用互联网 构建交互式协同沟通平台，能够有效地聆听和应用企业内部员工、外部客户和竞争对手的各 种声音，并藉此实现对企业组织机构、成本结构、管理手段和管理体系的变革和创新，解决 了长期困扰企业的总体目标与部门目标、整体利益与局部利益、业务协同与客户满意的不协 调问题，提高了企业整体的效率、效益和竞争力。 关键词：网络社区；聆听客户声音；数据挖掘；信息融合；知识发现. 6 Research on Method of Listening to the Voice of Customers From the Community Websites in Internet Abstract Internet community is the main place and platform for customers engaged in social interaction activities. In Internet community, there are more and more voice of customers (Voice of Customer, VOC) about corporate brand, product (service) needs, evaluations, complaints and so on, which have an important influence on corporate R D, manufacturing and marketing management. Online voices of the customer have become an important source of management decision-making information. The traditional research methods have not considered the characteristics of the data of customer voice, and there are many problems in listening to the voice of the customer in online communities, such as the relationship of VOC is not clear in the process of management decision-making, the problems of customer knowledge representation, data recognition and understanding and so on. Therefore, this is necessary to study the method o