Research On Enterprise Reputation Evaluation Based On Network Public Opinion

Credibility,which describes the overall attractiveness of enterprises compared with other major competitors,is the expression of enterprise's past actions and future prospects of the perception,so enterprises should strive to gain public attention and support to maintain the credibility of the enterprise.Reputation can directly come from consumers through the early purchase of products and services available.Reputation can also be derived from the enterprise and the third party control or communication channel.In an open network environment,users can view and comment on the products,services and brands of an enterprise through online social media and credit rating to the enterprise.These user comments generate content and become a new channel for obtaining enterprise reputation information in the network environment.Under the network environment evaluation bias and evaluation diversification leads to the enterprises and the public to identify the network environment of enterprise credit problems,proposed evaluation index and evaluation model of corporate reputation for Internet public opinion from multiple dimensions,and the model is verified through empirical analysis,and make a specific evaluation on corporate reputation.Specifically studied two aspects.Firstly,this article from the multiple dimensions of corporate reputation evaluation proposes under the Internet environment relatively universal index,establishes index system and extracts the indexes from four dimensions of enterprises,products,trading and users.The weight of the index system mainly adopts the Delphi method to rate the relative importance between the indicators,using AHP to get index weight vector of each dimension,and using the fuzzy analysis method to obtain the evaluation result vector,and then applied to the feasibility of empirical analysis model.Secondly,the model is verified by empirical analysis.The actual needs of the evaluation of enterprise credit characteristics of network public opinion and the open network environment,this paper take access to Internet users from the business forum,electronic business platform,Baidu reputation and micro-blog four platform comments,transaction information etc.To review information taken text analysis the sentiment dictionary based on the comment information for quantitative sentiment value evaluation vector,through the enterprise credit evaluation model,and get the final evaluation results,evaluation to quantify the reputation of enterprises.Finally,through the discussion and analysis of the conclusion,the feasibility of the model is verified,and how the enterprise should respond to network public opinion is discussed to maintain and enhance the credibility of the enterprise.In view of the deficiency of this study,the prospect of future research is put forward.