| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === In the past, the firms relied on traditional market research to evaluate customers and understand the customers' attitude, estimating the performance of brand. Recently, the rapid growth of web and social media have not only penetrated into the thick of life but also profoundly influence consumer buying decisions.
The aim of this study is to provide an analysis that harnesses the power of web search and social media so that the firms are able to promptly measure the acceptance and effect of online branding. This anlaysis is to help the firms have a whole new reference for brand management with which the branding performance assessment can be expedited.
The research uses the mature information technology, the well-known performance evaluation method, and data collecting from Taiwan’s car market in 2014 all year round. This process has five main steps to analyze the web search and social media data : raw data collection, text mining for extraction, data set preparation by computing raw data, application of Principal Component Analysis (PCA), and finally Data Envelopment Analysis (DEA) for end result delivery.
This study build an effective method, which can quickly evaluate brand performance; in addition, the study can also evaluate status of the brand objectively, helping the firms to improve. This information includes relative performance ranking, the status of return of scale, important sensitive factor.
Understanding customers is the key to plan brand marketing strategy successfully for firms. The author hopes that method with long-term and continuous collecting and analysing data can help the firms more quickly evaluate the brand performance in tracking and assessing brand management.
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