面向网络社区聆听客户声音方法研究

发布时间：2018-05-13 22:11

本文选题：网络社区 + 聆听客户声音　；参考：《合肥工业大学》2010年博士论文

【摘要】： 在因特网上,网络社区是客户聚集从事社会交往活动的主要平台和场所。网络社区涌现了许多有关品牌、产品(服务)等方面的客户声音,如需求、评价、投诉、抱怨等,这些声音对企业产品研发、生产制造、营销管理活动和过程产生重要的影响,已经成为支持企业管理决策的重要信息来源。传统的调研方法未考虑网上客户声音数据特点,用于倾听网上的客户声音时,还存在客户声音作用于管理决策过程关系不明确、客户知识表示与表达、客户数据识别与理解等方面的问题,需要研究面向网络社区聆听客户声音方法,以便获取来自网上有价值的客户信息。研究工作对提高企业管理决策能力具有重要理论意义与实用价值。本文以企业的视角,系统地研究了面向网络社区聆听客户声音的理论方法。首先,分析了网上客户声音数据特点,构建聆听客户声音影响企业管理决策过程模型,探索了网上客户声音对企业产品决策、广告投资和产品研发过程产生的影响;其次,运用社区成长、客户价值、客户满意度和忠诚度的理论方法,揭示了网络社区下客户声音的形成产生、相互作用和扩散传播过程及其要素间的联系和相互作用关系,确定了有价值的客户声音产生条件和聆听的基础,提出了研发聆听客户声音系统软件的构件化设计和集成方法;最后,在网络社区中选择了两种特定类型的客户声音为研究对象:领袖客户声音和客户抱怨声音,提出了在线侦听检测、发现识别、理解应用客户声音过程模型,对领袖客户声音类型分类、特征需求聚类、目标推理与识别等过程进行建模、求解和结果利用,获得了网络社区下来自客户的有价值信息,形成面向网络社区聆听客户声音方法可作为信息管理和决策支持的重要工具和手段。本文的主要研究工作和创新点如下: (1)研究了聆听客户声音后第二阶段的制造商与代理商广告合作投资博弈问题。通过对第一阶段制造商与代理商广告合作投资模型的改进,增加聆听客户声音因素,引入广告学习因子g,提出了两阶段制造商和代理商广告合作投资模型,确定在第二阶段制造商与代理商广告合作投资博弈受到广告学习效用的影响,双方广告合作投资比例随广告学习因子g的数值变动而改变。该变化对供应链中的成员以及整体收益具有重要影响; (2)研究了有价值客户声音的产生条件和应用基础。为了提高企业聆听网上客户声音的有效性和准确性,提出了基于因特网环境下的“自主+协同+创新”学习概念,构建网上协同学习与交互沟通模型,并构建客户系统思考、创意发想和协同学习过程,帮助客户建构自身知识体系,获得与企业和沟通对象平等对话的能力。企业藉此可准确地获得客户的有价值信息,包括需要、欲望和需求等,支持其产品研发、生产制造和营销管理的决策; (3)研究了客户声音聆听系统研发与企业遗留系统集成中的软件复用和复杂性控制问题。构建了面向聆听客户声音业务复用的软件构件化系统开发模型,提出了基于大粒度业务复用的构件化软件开发方法和基于需求关注点分离的系统集成方法,使企业在开发大型客户关系管理系统中,实现聆听客户声音业务的大粒度构件复用和整个系统的复杂性控制过程; (4)研究了网络社区下客户声音数据的侦听、识别和理解方法。系统分析了网上客户声音数据特点,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。
[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.

【学位授予单位】：合肥工业大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F713.36

【引证文献】