Research On WOM Measurement Method For The Express Enterprises Based On Social Media Network

Chinese enterprises are entering the era of internet word of mouth,and "social business",as a web,covers every link of the commercial operation of the Internet Era.Express industry as a sunrise industry of business volume and business income rising highly,a large number of user-generated content(UGC)also continues to be accumulated on a variety of social media platforms.However,compared with the high value of internet word of mouth content as a new resource,the utilization of the resource in the express industry is extremely low.The field of internet word of mouth quantification is still in the primary stage in domestic academic circles and there is less research.Therefore,it is necessary to explore the internet word-of-mouth measurement and the method of quantifying the word of mouth of the express business,in order to promote the the brand management level and enhance the efficiency of word of mouth marketing.In the research,this paper used the method of documentary analysis,AHP and sentiment analysis.This paper first gives an overview of the history of the study and current progress of the “online WOM”,which help to sort out the study condition of this field and then finds out the shortcomings of some studies including research methods,experimental design,model selection,influential factors of the online WOM and so on.Secondly,on the basis mentioned above,the paper constructs the WOM measurement model,giving the corresponding algorithm of the online WOM index score and introducing the technology of machine digging and text emotional analysis of text as a support.The model takes the principle of information communication theory into account,together with WOM theory and makes a dimensional analysis from two aspects of information content and information platform.Thirdly,based upon the former models,the paper seeks for the main factor that affects the online WOM and constructs three quantifiable indicators from the perspective of information dissemination's evolution and process.On the content layer,the paper mainly analyzes the concern of WOM,the activeness of WOM,the penetration of WOM,the validity of WOM,the health of WOM and the influence of time attenuation.On the other hand,the dissemination capacity of the information platform is evaluated from the following six dimensions: communication approaches,propagation velocity,propagation duration,audience participation,communication carrier and the rich media technology.After describing the evaluation mechanism of the model,the formula to calculate the online WOM is put forward by adopting the analytic hierarchy process method to determine the weight of each index.In this model,the paper tries to take in the dimensions of time attenuation,multi-platform integrated measurement and dissemination capacity of the platform to construct a more perfect system of WOM quantification.The paper ultimately quantifies the online WOMs of three express enterprises which include YTO Express,STO Express and SF Express by applying the experimental design and taking Tianya Forum and Sina Weibo as the data collecting platform.The paper verifies the rationality of the measuring method by comparison and provides effective suggestions and approaches for enterprises to enhance and manage the online WOM.Finally,the paper gives out the ranking results of the WOM under the model and then compares them with the previous calculation method to verify the rationality of the model.The online WOM measurement model for express enterprises,which is based on socialized media,has provided an approach to simulate the quantification problem of enterprises' online WOM in reality.Both the data volume and implementation method of machines presented in the experiment reflect that the quantification of the online WOM information is a challenging task.In addition,the application of model technology to the enterprise level and the analysis of the socialized relations behind WOM is worthy of further study.