مقاله انگلیسی رایگان در مورد استفاده از تحلیل احساسات در وب سایت های اجتماعی – اسپرینگر ۲۰۱۸

Because of the rapid development of communication and service in Taiwan, competition among telecommunication companies has become ever fiercer. Differences in marketing strategy usually become the key factor in keeping existing customers while attracting new ones. Although electronic word-of-mouth (e-WOM) is one of the most important pieces of information to a consumer making a purchase decision, very few articles on opinion mining have discussed and compared the relationship between multifaceted word-of-mouth (WOM) and marketing strategy. In this paper, we use our Chinese opinion-mining system (Wu et al. in J Supercomput 73:2987–۳۰۰۱, ۲۰۱۷) not only to retrieve articles related to 4G and conduct reputation analysis but also to discuss the relation between WOM and marketing strategy. The results show that (1) e-WOM can immediately and directly reflect the results of marketing strategy, and (2) although users are primarily concerned with aspects of price, online speed, and signal quality, for most Taiwanese customers, price is the key in choosing a telecommunication company. Moreover, although this paper used 4G-related articles from June 2014 to June 2015 for analysis, the results are consistent with the Taiwanese telecommunication companies’ current marketing strategy of attracting customers through low pricing.

Introduction

Mobile communication in Taiwan has formally advanced into the 4G era. Currently, Taiwanese 4G users comprise 20% of the country’s 24.63 million mobile users, and the number of telecommunication companies has increased from four to five. As 4G becomes more popular, increasing numbers of Taiwanese use handheld smart devices for a wide range of diversified services through mobile communication networks. It is foreseeable that competition among telecommunication companies will become fierce. Thus, each major telecommunication company will plan different marketing strategies to retain customers and even attempt to win other companies’ customers. With the convenience of a network, consumers can check each company’s WOM through famous platforms and forums so that they can make purchasing decisions based on an understanding of each company’s benefits and drawbacks with respect to network speed and quality, plan pricing, and service quality. Conversely, telecommunication companies can learn about consumers’ focus through WOM related to all aspects of each telecommunication company and further understand whether other companies’ marketing strategies and methods are effective in attracting consumers to extend their contracts or purchase new services. The mobile01 forum is a professional forum in Taiwan. To understand the customer’s response, many marketing professionals at telecommunication companies read articles on the mobile communication discussion board on the mobile01 forum. This helps them both to understand the services that are important to customers and to propose effective marketing strategies. Therefore, in this paper, we analysed 33,080 4G-related articles on the mobile01 forum’s mobile communication discussion board from June 2014 to June 2015. Based on their granularity, opinion-mining systems can be classified into document level, sentence level, and aspectlevel. Analytical results for document- and sentence-level systems are less accurate than results for aspect-level systems. However, the development and usage of documentor sentence-level systems are more convenient; therefore, Chinese opinion-mining systems for the Taiwanese market primarily involve document- or sentence-level systems. Because opinion analyses at the document and sentence levels are too coarse to determine users’ opinions with precision, we have developed a semi-automatic aspect-level Chinese opinion-mining system for a specific domain (Wu et al. 2017). In this paper, we make progress in our previous work and use our opinion-mining system to analyse all 4G related articles on the mobile01 forum from June 2014 to June 2015. Next, through a comparison of the actual marketing strategy and customer e-WOM of two communication companies, we attempt to understand whether those companies’ marketing strategies were designed for projects that attract customer attention. This paper is organized into five sections. The first section introduces the research motivation and objective. The second section reviews related studies on e-WOM and opinion mining. The system architecture is introduced in the third section. The fourth section provides a detailed description of our experimental results. The fifth section contains a discussion and conclusion.

چکیده

به دلیل توسعه سریع ارتباطات و خدمات در تایوان رقابت بین شرکت‌های مخابراتی از همیشه شدیدتر شده است. معمولا تفاوت در استراتژی‌های بازاریابی، عاملی کلیدی در حفظ مشتریان قبلی در حین تلاش برای جذب مشتریان جدید می‌باشد. گرچه تبلیغات الکترونیکی دهان به دهان یکی از مهم‌ترین بخش‌های اطلاعاتی است که منجر به تصمیم‌گیری درباره خرید از سوی مصرف‌کننده می‌شود ولی تعداد کمی از مقالات حوزه عقیده‌کاوی راجع به ارتباط بین اشکال مختلف تبلیغات دهان به دهان و استراتژی‌های بازاریابی به بحث و مقایسه پرداخته‌اند. در این مقاله، ما از یک سیستم چینی عقیده‌کاوی نه تنها در رابطه با فناوری ۴G بلکه جهت بحث بین رابطه بین تبلیغات دهان به دهان و استراتژی‌های بازرایابی نیز استفاده کرده‌ایم. نتایج نشان می‌دهند که ۱) تبلیغات الکترونیکی دهان به دهان می‌تواند تاثیر مستقیم و فوری بر استراتژی‌های بازاریابی داشته باشد و ۲) گرچه کاربران اکثرا راجع به جنبه‌های مختلف قیمت ،سرعت آنلاین و کیفیت سیگنال ‌نگران هستند، اما برای بیشتر مشتریان تایوانی قیمت کلیدی‌ترین عامل در انتخاب شرکت مخابراتی مدنظرشان است. علاوه بر این گرچه در این مقاله از مقالات مرتبط با فناوری ۴G در بازه زمانی ژوئن ۲۰۱۴ تا ژوئن ۲۰۱۵ جهت تجزیه‌وتحلیل استفاده شده است، نتایج بدست آمده با استراتژی‌های کنونی شرکت‌های مخابراتی تایوان جهت جذب مشتریان از طریق ارائه قیمت‌های پایین‌تر همخوانی دارد.