傅建為

In today's highly competitive business environment, the primary way an enterprise enhances its competitive advantage is to understand target customers’ preferences and needs for the products. In the past, visiting customers in person or conducting questionnaires were the main measures an enterprise took to grasp customers’ preferences and needs. With the development of Internet and the rising popularity of community websites, more and more consumers will post the Product Review online, which offers enterprises another way to grip consumers’ preferences and needs for products more objectively. As a result, how to assist enterprises to effectively analyze a large number of target customers’ eWOM on the Internet and further extracting decision-making information is one of an enterprise’s major studies on increasing its competitive capability.

The purpose of the study lies in designing an IT-based method that can outline desirable specifications on the basis of target customers’ eWOM. Such method is able to help an enterprise quickly adapt consumers’ preferences and demands for products to product planning. In so doing, not only can an enterprise shorten its time to market, but it can also raise the target customers’ satisfaction for the products. In accordance with above purposes, the main research projects include: (i) the design of a desirable product specification identification process for target customers’ eWOM, (ii) the development of desirable product specification identification techniques for target customers’ eWOM, and (iii) the implement of desirable product specification identification techniques for target customers’ eWOM.