Research On Method Of Listening To The Voice Of Customers From The Web Community In Internet

Internet community is the main place and platform for customers engaged in social interaction activities. In Internet community, there are more and more voice of customers (Voice of Customer, VOC) about corporate brand, product (service) needs, evaluations, complaints and so on, which have an important influence on corporate R & D, manufacturing and marketing management. Online voices of the customer have become an important source of management decision-making information. The traditional research methods have not considered the characteristics of the data of customer voice, and there are many problems in listening to the voice of the customer in online communities, such as the relationship of VOC is not clear in the process of management decision-making, the problems of customer knowledge representation, data recognition and understanding and so on. Therefore, this is necessary to study the method of listening to the voice of customers on the websites and to solve the problem of getting the valuable information of customers for enterprise in the internet. This research has an important theoretical meaning and practical value for the management decision of enterprise.This paper perspective of enterprise, elaborates the theory and method of listening to the voice of customer from the Internet community deeply and systematically. Firstly, construct the model of the VOC impact on management decisions by analyzes the features and characteristics of the data of customer voice, and explore that the voice of customer have important impact on the product decision, advertising investment and R&D; Secondly,reveal the internal relations as well as the basic rule in the course of forming, interaction communication and information spread of online VOC to identify the basis and conditions of forming the valuable voice of customer by using the theoretical methods of community growth, customer value, customer satisfaction and customer loyalty, and propose the method of building the system environment for listening to the voice of customer; Finally, select two special type VOC——Leader Opinions of Customers (LOC) and Customer Complain (CC), and proposed an model of online listening, identification and understand the VOC to obtain valuable online VOC. Formation a community-oriented systematic approach of listening to the voices of customers, and provide an effective methods for enterprise information management and decision support. The main research works and innovations of the research are as follows:(a) Studied the game problem of the second stage of the advertising investment cooperation between manufacturers and agents. By improving the first stage of manufacturers and agents advertising investment cooperation and considering the factor of listening to the voice of customer and adding learning factor g, proposed a two-stage game model of manufacturers and agents advertising investment cooperation strategy, found that in the second stage of advertising co-investment, the advertising investment ratio will change according to the change of g , this change have a significant impact on the members of the supply chain and the overall interests of enterprises;(b) Studied the conditions and application basic of listening to valuable VOC. Proposed an Internet-based learning concept of"independent, collaboration and innovation"to improve the effectiveness and accuracy of enterprise listening to the VOC in Internet. Proposed and implemented the ICLC (Internet Collaboration Learning Concept,ICLC)and interactive communication model which makes customers to build their own knowledge framework and obtained the capabilities of equal dialogue with the communication object. In this process, customers can expression their needs, desires and wands information initiative, accurately and effectively and companies can get these valuable customer demands. Online VOC has become an important information source of corporate R & D, manufacturing and marketing management process;(c) Studied the problems of large-scale software components reuse and complexity control in software system development and integration between the listening VOC system and legacy information systems in the company. Proposed a business-oriented model of listening VOC software system development, which solutions to the difficult problems of the reusability of coarse parallel functional components and software system integration in system development, and implemented the problem of complexity control of large-scale business requirements system development;(d) Studied the community-oriented listening VOC method for listening voice of customers, identifying and understanding the valuable customer voice timely. Proposed a virtual community-oriented model of understanding and identifying customer voice data on the basis of systematic analysis the characteristics of VOC data and using the methods of information fusion and outlier detection. Designed online interception, information fusion, distinguish and the process of collect and use the sound data and proposed the complete steps of process modeling, solving and results using;(e) This paper found a method of identification valuable customer data characteristics and demand data characteristics and resolved the problem of validity, accuracy and reliability of date in the process of listening to the VOC. The leader opinions of customers are considered the core customers' voice with important value and influence, in order to transformed the customer's implicit needs into practical needs for acquire valuable demand information from customers and improve the validity, accuracy and reliability of the effect of listening to our customers. The paper associated the characteristics of customer personal attributes and demand attributes by clustering demand attributes. This method is an important tool for enterprise to acquire customer demand information in the process of product design;(f) Studied the process of enterprise make Management decisions by use the method of listening to the VOC and choose large state-owned car manufacturer in Anhui Jianghuai Automobile Group (JAC) as research object. In the base of research and data analysis, founded the traditional manufacturing enterprises by use the Internet to build a platform of collaborative communication to listen to the voice of internal employees, external customers and competitors effectively. Change and innovation the business organization, cost structure, management tools and system. The case has solved the problem of uncoordinated between the overall objective of business and departmental objectives, the overall interests and local interests, business collaboration and customer satisfaction by use the method of listening to the voice of customer. This method also improved the overall effectiveness and competitiveness of enterprise.