| Summary: | 博士 === 國立成功大學 === 製造資訊與系統研究所碩博士班 === 101 === Strategic planning is the first step in a market or environment analysis, managers or planners often apply traditional SWOT analyses to analyze the market or the business environment, these are likely to hold biased views, and thus they may tamper with the results. In order to collect objective market information and make correct strategic planning, managers or planners often administered questionnaires to carry out marketing surveys. Even though traditional marketing surveys can help the managers to understand market trends, it has its limitation. To be more specific, it takes time and human resource to get it done and the respondents of the survey may not be the potential consumers of the target enterprises. That is also why marketing surveys often cannot reflect market needs. As a result, finding out approaches to effectively conduct a market analysis and finding out the strengths, weaknesses, opportunities and threats of the target enterprises have become one of the most important issues for modern enterprises. However, the research on developing decision support systems and carrying out strategic planning through eWOM is scant. Through the use of eWOM appraisals, it is expected that a SWOT analysis may be more objective and provide businesses with more accurate information by which to carry out more effective strategic planning.
Therefore, this study develops an eWOM knowledge structure-based SWOT analysis method. An eWOM knowledge structure is used to conduct a market analysis to finding out the strengths, weaknesses, opportunities and threats of the enterprises, hence, the managers or planners can carry out their strategic planning. This approach can be an effective tool for strategic planning. Specifically, this study has the following tasks: (i) analyzing the characteristics of eWOM content, appraisal words and ontology; (ii) constructing an eWOM knowledge structure-based SWOT analysis model; (iii) providing an eWOM knowledge structure-based SWOT analysis method; and (iv) developing an eWOM knowledge structure-based SWOT analysis mechanism. Finally, this study conducted an experimental analysis for eWOM analysis and system evaluation to validate the proposed mechanism. It is expected that this approach presented in this work can help managers to make more effective plans for their enterprises.
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