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OSN下的客户领袖声音在线识别方法

ISSN号：1005-2542
期刊名称：系统管理学报
时间：0
页码：692-699
语言：中文
分类：O227[理学—运筹学与控制论;理学—数学]
作者机构：[1]合肥工业大学管理学院,合肥230009, [2]过程优化与智能决策教育部重点实验室,合肥230009
相关基金：国家自然科学基金重点项目（70631003,70672097）
相关项目：群决策理论与方法研究

关键词：在线社会性网络, 客户领袖声音, 在线识别, 信息融合, online social networks （OSN）, leader opinions of customers, online distinguishing, information fusion

中文摘要：

在线社会性网络（OSN）下的客户领袖声音容易形成电子口碑或舆论，直接影响企业营销决策规划与实施。旨在发现OSN下的客户领袖声音，引导其成为正向效用的电子口碑或电子舆论，以支持企业营销决策。通过在线检测客户日志数据，将各个代理软件所侦听到的表征客户声音的多重属性数据进行融合，完整、准确地表述客户声音；再采用基于距离的多指标离散和综合的统计方法，自动锁定、跟踪检测和在线甄别其中的客户领袖声音。经过实际算例数据验证，证明该方法科学、合理、有效。

英文摘要：

In OSN （Online Social Networks）, it is easy for Leader Opinions of Customers to become the Electronic Word-of-Mouth （EWM） or the Electronic Public Opinion （EPO）, which brings the determining influence to Marketing planning and implementation of the enterprise decision-making. This paper aims todistinguish and guide Leader Opinions of Customers from OSN to make them the positive effectiveness EWM or EPO to support the marketing decision of enterprises. This paper first on line detects the customers＇ daily record data by the interception agency and carries information infusion on multiple attribute dataof every interception agency to describe VOC completely and accurately, then uses more discrete and integrated indicators statistical methods based on the distance and lockouts automatically, tracks and examinesand on line distinguishes Leader Opinions of Customers. In the end, the method is verified both effective and reasonable through the data of actual case （ZhongHua Website） and has theoretical significance and practical value for the formation of a business-friendly EWM or EPO.