Study On Method Of Distinguishing And Type Identification Of Leaders From Voices Of Customers On The Internet

Internet provides opportunities and new platforms for contact and interaction between enterprises and customers.Enterprises can make interactive communications with customers directly and understand customers' needs and expectations quickly and correctly on the Internet,moreover,Enterprises can satisfy customers' needs by supplying appropriate products continually.Internet has characteristics of openness,anonymous and convenience,consequently people prefer to inform others what they think about and what they need.As a result,large amounts of information about customers which can influence each other through network share existing on the Internet.Thereinto,the voice of customers called 'leader customers' is of great influence,which brings about Internet users' resonance and enthusiasm and affects enterprises' network marketing campaign and decision greatly.Internet is an amplifier and transmitter.The voices of leader customers are copied, plastered and reprinted and it gives great opportunities for rapid diffusion and amplification, which makes voices of customers become network word of mouth with greater influence and longer duration easily and has an important influence on the purchasing behavior, purchasing decision,customers' satisfaction and brand loyalty.It is obvious that voices of leader customers on the Internet are motivators of the formation and development of word of mouth.Positive voices of leader customers and its word of mouth effect can make a little known company become famous overnight while negative voices of leader customers and its effect can make a well known company become discredited instantly.So the study on method of detection,identification and guide of the voices of leader customers are of significant theoretical and practical meanings for enterprises to carry out network marketing.The paper deals with detection,type distinguishing of voices of leader customers and strategies on how to guide leader customers.First,based on the overview of the foreign and domestic status of research about the theory and its application on network voices of customers,the paper proposes a model which can detect and identify voices of customers and describe the data about voices of customers correctly and completely by constructing interception agency mechanism,checking customers' daily record and carrying infusions on multiple attribute data;Second the paper proposes a method which can lock automatically, track and examine,and real-timely distinguish voices of leader customers during the process of interception of voices of customers by means of discrete and integrated indicators statistical methods on the basis of distance;Third,This paper classifies voices of leader customers according to value orientation motive of customers,then builds multi-characteristic two recognition model in which use interception agency to observe the characteristic attributes data of voice and use D-S evidence inference method to distinguish the type of voices of leader customers.In the end,the paper verifies the proposed model by selecting representative virtual communities,observing how voices of customers can be detected,identified and guided and showing the whole process of identification and detection of voices of leader customers.The problem studied is a part of my instructor' study,which is based on the key NSFC project(No.70631003).