The Research Of The UGC Dynamic Evolution Process Under B2C E-commerce Environment

With the development of network marketing, UGC has become one of the mediasin the form of the most dynamic. UGC plays a key role in the enterprise networkmarketing, directly affecting the economic value of the business, product revenue,consumer attitudes toward the product, consumers’ purchasing decisions. What I can doto enhance the brand value of the business has been concerned by business manager.Although some scholars have a wide range at home and abroad for UGC-depth study,but most of them remain in a static study of UGC, I will deepen and expand the UGCtheory from a dynamic perspective to compensate for lack of paper. However, thedynamic study of the UGC is rare. Though research on the UGC in network marketinghas taken shape, but its lack of thinking from a dynamic point of view. As time goingon, the number of comments increasing, UGC is gradually changing. From the staticaspects, the UGC conduct Research has been difficult to meet the developmentrequirements of network marketing.In this paper, the theory of static UGC has be summarized by author. On the basisof the dynamic evolution of the UGC under the B2C e-commerce environment, authorpropose the main variable system reacting UGC dynamic evolution. Java programs hasbeen used to capture web data. Text analysis methods has been used to process data.Jing dong Iphone4’s data has been selected to conduct empirical research. Author hasbuilt regression models and factor analysis model about time series,using Spss programcalculating. Finally, on the basis of the calculation results, author has analyzed thedynamic evolution process of the UGC, exploring its causes and proposed Implicationsfor corporate marketing decisions, in order to be able to improve their corporate brandvalue, greater economic benefits.