本文選題：網(wǎng)絡(luò)社區(qū) + 聆聽客戶聲音　； 參考：《合肥工業(yè)大學(xué)》2010年博士論文

【摘要】： 在因特網(wǎng)上,網(wǎng)絡(luò)社區(qū)是客戶聚集從事社會交往活動的主要平臺和場所。網(wǎng)絡(luò)社區(qū)涌現(xiàn)了許多有關(guān)品牌、產(chǎn)品(服務(wù))等方面的客戶聲音,如需求、評價(jià)、投訴、抱怨等,這些聲音對企業(yè)產(chǎn)品研發(fā)、生產(chǎn)制造、營銷管理活動和過程產(chǎn)生重要的影響,已經(jīng)成為支持企業(yè)管理決策的重要信息來源。傳統(tǒng)的調(diào)研方法未考慮網(wǎng)上客戶聲音數(shù)據(jù)特點(diǎn),用于傾聽網(wǎng)上的客戶聲音時(shí),還存在客戶聲音作用于管理決策過程關(guān)系不明確、客戶知識表示與表達(dá)、客戶數(shù)據(jù)識別與理解等方面的問題,需要研究面向網(wǎng)絡(luò)社區(qū)聆聽客戶聲音方法,以便獲取來自網(wǎng)上有價(jià)值的客戶信息。研究工作對提高企業(yè)管理決策能力具有重要理論意義與實(shí)用價(jià)值。 本文以企業(yè)的視角,系統(tǒng)地研究了面向網(wǎng)絡(luò)社區(qū)聆聽客戶聲音的理論方法。首先,分析了網(wǎng)上客戶聲音數(shù)據(jù)特點(diǎn),構(gòu)建聆聽客戶聲音影響企業(yè)管理決策過程模型,探索了網(wǎng)上客戶聲音對企業(yè)產(chǎn)品決策、廣告投資和產(chǎn)品研發(fā)過程產(chǎn)生的影響;其次,運(yùn)用社區(qū)成長、客戶價(jià)值、客戶滿意度和忠誠度的理論方法,揭示了網(wǎng)絡(luò)社區(qū)下客戶聲音的形成產(chǎn)生、相互作用和擴(kuò)散傳播過程及其要素間的聯(lián)系和相互作用關(guān)系,確定了有價(jià)值的客戶聲音產(chǎn)生條件和聆聽的基礎(chǔ),提出了研發(fā)聆聽客戶聲音系統(tǒng)軟件的構(gòu)件化設(shè)計(jì)和集成方法;最后,在網(wǎng)絡(luò)社區(qū)中選擇了兩種特定類型的客戶聲音為研究對象:領(lǐng)袖客戶聲音和客戶抱怨聲音,提出了在線偵聽檢測、發(fā)現(xiàn)識別、理解應(yīng)用客戶聲音過程模型,對領(lǐng)袖客戶聲音類型分類、特征需求聚類、目標(biāo)推理與識別等過程進(jìn)行建模、求解和結(jié)果利用,獲得了網(wǎng)絡(luò)社區(qū)下來自客戶的有價(jià)值信息,形成面向網(wǎng)絡(luò)社區(qū)聆聽客戶聲音方法可作為信息管理和決策支持的重要工具和手段。 本文的主要研究工作和創(chuàng)新點(diǎn)如下: (1)研究了聆聽客戶聲音后第二階段的制造商與代理商廣告合作投資博弈問題。通過對第一階段制造商與代理商廣告合作投資模型的改進(jìn),增加聆聽客戶聲音因素,引入廣告學(xué)習(xí)因子g,提出了兩階段制造商和代理商廣告合作投資模型,確定在第二階段制造商與代理商廣告合作投資博弈受到廣告學(xué)習(xí)效用的影響,雙方廣告合作投資比例隨廣告學(xué)習(xí)因子g的數(shù)值變動而改變。該變化對供應(yīng)鏈中的成員以及整體收益具有重要影響; (2)研究了有價(jià)值客戶聲音的產(chǎn)生條件和應(yīng)用基礎(chǔ)。為了提高企業(yè)聆聽網(wǎng)上客戶聲音的有效性和準(zhǔn)確性,提出了基于因特網(wǎng)環(huán)境下的“自主+協(xié)同+創(chuàng)新”學(xué)習(xí)概念,構(gòu)建網(wǎng)上協(xié)同學(xué)習(xí)與交互溝通模型,并構(gòu)建客戶系統(tǒng)思考、創(chuàng)意發(fā)想和協(xié)同學(xué)習(xí)過程,幫助客戶建構(gòu)自身知識體系,獲得與企業(yè)和溝通對象平等對話的能力。企業(yè)藉此可準(zhǔn)確地獲得客戶的有價(jià)值信息,包括需要、欲望和需求等,支持其產(chǎn)品研發(fā)、生產(chǎn)制造和營銷管理的決策; (3)研究了客戶聲音聆聽系統(tǒng)研發(fā)與企業(yè)遺留系統(tǒng)集成中的軟件復(fù)用和復(fù)雜性控制問題。構(gòu)建了面向聆聽客戶聲音業(yè)務(wù)復(fù)用的軟件構(gòu)件化系統(tǒng)開發(fā)模型,提出了基于大粒度業(yè)務(wù)復(fù)用的構(gòu)件化軟件開發(fā)方法和基于需求關(guān)注點(diǎn)分離的系統(tǒng)集成方法,使企業(yè)在開發(fā)大型客戶關(guān)系管理系統(tǒng)中,實(shí)現(xiàn)聆聽客戶聲音業(yè)務(wù)的大粒度構(gòu)件復(fù)用和整個(gè)系統(tǒng)的復(fù)雜性控制過程; (4)研究了網(wǎng)絡(luò)社區(qū)下客戶聲音數(shù)據(jù)的偵聽、識別和理解方法。系統(tǒng)分析了網(wǎng)上客戶聲音數(shù)據(jù)特點(diǎn),依據(jù)信息融合和離群數(shù)據(jù)檢測理論方法,提出了網(wǎng)絡(luò)社區(qū)客戶聲音數(shù)據(jù)檢測和理解模型,實(shí)現(xiàn)網(wǎng)上客戶聲音數(shù)據(jù)的偵聽檢測、信息融合、識別理解過程,提出了過程建模、求解和結(jié)果利用的完整步驟,形成了面向網(wǎng)絡(luò)社區(qū)聆聽有價(jià)值的客戶聲音方法; (5)研究了網(wǎng)上聆聽客戶聲音的有效性、正確性和可靠性問題。分析發(fā)現(xiàn)網(wǎng)絡(luò)社區(qū)注冊客戶領(lǐng)袖的個(gè)人特征與其需求特征類型之間存在關(guān)聯(lián)關(guān)系,由此提出發(fā)現(xiàn)客戶隱性需求的聆聽客戶聲音模型。將網(wǎng)上的領(lǐng)袖客戶的個(gè)人特征與其需求特征數(shù)據(jù)建立關(guān)聯(lián)矩陣,利用改進(jìn)的粒子群優(yōu)化算法,對領(lǐng)袖客戶的關(guān)聯(lián)特征數(shù)據(jù)進(jìn)行聚類,以發(fā)現(xiàn)隱性消費(fèi)需求的客戶群體。在此基礎(chǔ)上,采用電子郵件精準(zhǔn)許可營銷策略,對客戶隱性需求信息向現(xiàn)實(shí)需求信息進(jìn)行轉(zhuǎn)化,從而獲得有重要利用價(jià)值的客戶需求信息; (6)實(shí)證研究了聆聽客戶聲音方法在企業(yè)管理決策過程中的應(yīng)用案例。選擇國有大型汽車制造企業(yè)JAC集團(tuán)為研究對象,通過企業(yè)調(diào)研和實(shí)證分析,發(fā)現(xiàn)傳統(tǒng)的制造企業(yè)利用互聯(lián)網(wǎng)構(gòu)建交互式協(xié)同溝通平臺,能夠有效地聆聽和應(yīng)用企業(yè)內(nèi)部員工、外部客戶和競爭對手的各種聲音,并藉此實(shí)現(xiàn)對企業(yè)組織機(jī)構(gòu)、成本結(jié)構(gòu)、管理手段和管理體系的變革和創(chuàng)新,解決了長期困擾企業(yè)的總體目標(biāo)與部門目標(biāo)、整體利益與局部利益、業(yè)務(wù)協(xié)同與客戶滿意的不協(xié)調(diào)問題,提高了企業(yè)整體的效率、效益和競爭力。
[Abstract]:On the Internet, the network community is the main platform and place for customers to gather and engage in social communication activities. The network community has emerged many customers' voices, such as demand, evaluation, complaint, complaint, etc., such as brand, product (service) and so on, which have an important shadow on the research, manufacture, marketing management, and process of enterprise products. It has become an important source of information to support enterprise management decisions. The traditional method of investigation does not take into account the characteristics of the voice data of the online customers. When it is used to listen to the voice of the customers on the Internet, there are also problems such as the uncertainty of the customer voice on the management decision-making process, the representation and expression of customer knowledge, and the identification and understanding of customer data, etc. It is necessary to study the method of listening to the customer's voice for the network community to obtain valuable customer information from the Internet. The research work is of great theoretical and practical value to improve the management decision-making ability of the enterprise.
From the perspective of the enterprise, this paper systematically studies the theory and method of listening to the voice of the network community. Firstly, it analyzes the characteristics of the sound data of the customers on the Internet, constructs the model of the decision process of listening to the sound of the customer to influence the management of the enterprise, and explores the shadow produced by the voice of the customer on the enterprise product decision, the advertising investment and the product R & D process. Secondly, using the theory and method of community growth, customer value, customer satisfaction and loyalty, this paper reveals the formation, interaction and diffusion process of customer's voice in the network community, the relation and interaction between the factors and the factors, which determine the conditions of the sound and the basis of listening, and put forward the R & D hearing. Listening to the component design and integration method of customer sound system software; finally, in the network community, two specific types of customer sounds are selected as the research object: the voice of the leader customer and the customer complaints, the online listening detection, identification, understanding of the application customer sound process model, the classification of the voice type of the leader customer, It is an important tool and means for information management and decision support to get the valuable information from the network community to listen to the customer's voice.
The main research work and innovation of this paper are as follows:
(1) the game problem of the cooperative investment between the manufacturer and the agent in the second stage after listening to the customer's voice is studied. Through the improvement of the model of the co investment in the first stage of the manufacturer and the agent, the factor of listening to the voice of the customer is increased and the advertising learning factor G is introduced, and the model of the cooperation investment of the two stage manufacturer and the agent is put forward. It is determined that the cooperative investment game between the manufacturer and the agent in the second stage is influenced by the effectiveness of the advertising learning. The proportion of the advertising cooperative investment varies with the change of the value of the advertising learning factor G. The change has an important influence on the members and the overall income in the supply chain.
(2) the conditions and application foundation for the sound of valuable customers are studied. In order to improve the effectiveness and accuracy of the sound of the customers on the Internet, the concept of "independent + synergy + innovation" based on the Internet environment is proposed, and the collaborative learning and interactive communication model on the Internet is constructed, and the customer system thinking, creative thinking and harmony are built. With the process of learning, it helps customers to build their own knowledge system and obtain the ability to engage in an equal dialogue with the business and communication objects.
(3) the problem of software reuse and complexity control in the R & D of customer sound listening system and enterprise legacy system integration is studied. A software component based system development model for listening to customer voice service reuse is constructed, and a component based software development method based on large granularity business reuse and a system based on demand attention separation are proposed. The integration method enables the enterprise to realize the large granularity component reuse and the complexity control of the whole system in the development of the large customer relationship management system.
(4) the methods of listening, identifying and understanding the sound data of the customers in the network community are studied. The characteristics of the sound data of the customers on the Internet are analyzed systematically. Based on the theory of information fusion and outlier data detection, a model for detecting and understanding the sound data of the network community customers is put forward to realize the detection and detection of the sound data of the customers on the Internet, the information fusion and the recognition. Do not understand the process, put forward the complete steps of process modeling, solution and result utilization, and form a method of listening to valuable customers in the network community.
(5) to study the validity, correctness and reliability of the customer's voice on the Internet. It is found that there is a relationship between the personal characteristics of the customer leader of the network community and the type of the demand feature, and it proposes to listen to the customer's voice model of the customer's recessive demand. Based on the improved particle swarm optimization (PSO), the improved particle swarm optimization (PSO) algorithm is used to cluster the associated characteristic data of the leaders to find the customer groups with the demand for recessive consumption. On this basis, the precise email marketing strategy is adopted to transform the customer's recessive demand information to the actual demand information. To make use of the value of customer demand information;
(6) an empirical study of the application case of listening to customer sound method in the process of enterprise management decision-making is studied. JAC group is selected as the research object. Through enterprise research and empirical analysis, it is found that the traditional manufacturing enterprises use the Internet to build an interactive cooperative communication platform, which can effectively listen and apply the enterprise. The various voices of the staff, the external customers and the competitors, and to realize the reform and innovation of the organization, cost structure, management means and management system of the enterprise, and solve the problems that have puzzled the overall objectives and departmental goals, the overall interests and the local interests, the business synergy and the customer satisfaction for a long time, and improve the whole enterprise. The efficiency, efficiency and competitiveness of the body.

【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：F713.36

【引證文獻(xiàn)】

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本文編號：1885032