企业网络口碑的竞争情报监测与控制  

Competitive Intelligence of Enterprise IWOM:Detection and Control

作　　者：何晓兵[1,2] 孙先艳[1] 

机构地区：[1]华南师范大学经济与管理学院,广州510630 [2]中山大学资讯管理学院,广州510006

出　　处：《情报资料工作》2014年第3期94-98,共5页Information and Documentation Services

摘　　要：文章首先剖析了企业网络口碑的竞争情报价值,认为网络口碑是企业竞争情报的主要来源之一。其次,对网络口碑进行实时监测的三种监测方法和工具进行了分析,即以Google Alert为代表的搜索引擎监测工具、RSS技术和监测软件,提出了关键人物策略、社会化媒体策略和信息策略以实现对网络口碑的有效引导和控制。最后,构建了企业网络口碑监控模型,以推动企业对网络口碑的有效监控。The paper analyzes the competitive intelligence value of enterprise IWOM （ Internet Word of Mouth）, and concludes IWOM is one of the main sources of enterprise competitive intelligence. It also analyzes the three kinds of timely monitoring methods and tools for IMOW, and they are Google Alert, RSS technology and IWOM monitoring software. It proposes key figures tactics, social media tactics and information tactics to realize effective guiding and controlling of IWOM. In order to promote enterprise to monitor and control IWOM efficiently, the paper constructs the IWOM monitoring and controlling model for enterprise.

关 键 词：网络口碑 社会化媒体 隐性情报 监控模型 

分 类 号：G350[文化科学—情报学] F272[经济管理—企业管理]