白貿元

Mao-YuanPai

博士論文（2013）

網路口碑知識結構為基之SWOT分析方法研究

On eWOM Knowledge Structure-Based SWOT Analysis Method

關鍵字 Keywords

網路口碑、SWOT分析、本體論、市場分析

Electronic Word-of-Mouth (eWOM)、Strengths、Weaknesses、Opportunities and Threats (SWOT)、Ontology、Marketing Analysis

摘要

策略規劃的第一步是進行市場或環境分析，企業管理者與管專案管理者常透過傳統SWOT分析瞭解市場或企業環境，依賴人力進行傳統SWOT 分析容易造成主觀的分析結果。企業管理者與管專案管理者為了客觀的收集市場資訊，使企業做出正確的策略規劃，常透過問卷進行市場調查，傳統市場調查固然有助於了解市場趨勢，卻往往耗時費力，而調查對象不一定是公司產品或服務的潛在顧客，因此常造成市場調查結果無法反應市場需求。因此，如何有效進行市場分析，藉以找出企業在市場中的優勢、劣勢、機會與威脅，協助企業有效的進行策略規劃，己成為企業所重視的議題。網路口碑評價是一種消費意見，這些評價包含了企業品牌、產品或服務的優勢、劣勢、機會與威脅等相關資訊。然而，很少有研究探討如何透過網路口碑發展決策支援系統，協助企業進行策略規劃。若能透過網路口碑評價進行SWOT分析，將使分析結果更為客觀，使企業能動態的掌握市場變化，做出正確的策略規劃。

因此，本研究主要是發展網路口碑知識結構為基之SWOT分析方法，主要是透過網路口碑知識結構進行市場分析，藉以找出企業在市場中優勢、劣勢、機會與威脅，以支援企業進行策略規劃。針對上述目的，本研究主要的研究項目包含：(i)分析網路口碑內容與評價字特性；(ii)建構一個網路口碑知識結構為基之SWOT分析模式、(iii)發展一個網路口碑知識結構為基之SWOT分析方法與技術、與(iv)實作一個網路口碑知識結構為基之SWOT分析機制。最後，本研究透過使用者滿意度分析證明本機制是有效性與有用性，可有效地協助企業管理者有效的制訂策略規劃。

Abstract

Strategic planning is the first step in a market or environment analysis, managers or planners often apply traditional SWOT analyses to analyze the market or the business environment, these are likely to hold biased views, and thus they may tamper with the results. In order to collect objective market information and make correct strategic planning, managers or planners often administered questionnaires to carry out marketing surveys. Even though traditional marketing surveys can help the managers to understand market trends, it has its limitation. To be more specific, it takes time and human resource to get it done and the respondents of the survey may not be the potential consumers of the target enterprises. That is also why marketing surveys often cannot reflect market needs. As a result, finding out approaches to effectively conduct a market analysis and finding out the strengths, weaknesses, opportunities and threats of the target enterprises have become one of the most important issues for modern enterprises. However, the research on developing decision support systems and carrying out strategic planning through eWOM is scant. Through the use of eWOM appraisals, it is expected that a SWOT analysis may be more objective and provide businesses with more accurate information by which to carry out more effective strategic planning.

Therefore, this study develops an eWOM knowledge structure-based SWOT analysis method. An eWOM knowledge structure is used to conduct a market analysis to finding out the strengths, weaknesses, opportunities and threats of the enterprises, hence, the managers or planners can carry out their strategic planning. This approach can be an effective tool for strategic planning. Specifically, this study has the following tasks: (i) analyzing the characteristics of eWOM content, appraisal words and ontology; (ii) constructing an eWOM knowledge structure-based SWOT analysis model; (iii) providing an eWOM knowledge structure-based SWOT analysis method; and (iv) developing an eWOM knowledge structure-based SWOT analysis mechanism. Finally, this study conducted an experimental analysis for eWOM analysis and system evaluation to validate the proposed mechanism. It is expected that this approach presented in this work can help managers to make more effective plans for their enterprises.