目的–這個探索性研究的目的是提出一個建立網路口碑羅盤的新方法。更 具體來說，本研究旨在說明，如何在中國百度貼吧線上討論區中建立以及分析 網路口碑羅盤。
設計/方法論/方法–這方法是雙管齊下，將質性市場研究技術與量化文本探 勘結合。它能應用在零售產業線上評論中，探討消費者對於企業的認知與想法 和企業本身之間的落差，並以中國 A 企業為主要分析對象。然後建立出網路口 碑羅盤，以分析其中的變化。
研究結果–結果顯示在百度貼吧中，與 A 企業相關的所有數據的視覺化圖 形，並建議該企業應慎選實體商店的據點，以及維持員工的良好服務態度。此 外，由動態分析發現該企業於 2013 年和 2014 年的限時促銷策略是有效的，因 此，可以預測 2018 年舉辦類似策略也會得到良好的效益。
實務意涵–所描述的方法可以被管理者用來辨識與獲得消費者對於該企業 的認知與想法。同時，亦可藉由建立網路口碑羅盤得出自家企業的定位分析， 甚至是與其他企業的競爭分析。而這些知識能被應用在發展和實行有效的行銷 策略。
獨創性/價值–本研究提出一個跨學科的方法來建立網路口碑羅盤。它結合 消費者線上互動分析與文本探勘，並建立出消費者互動分析的視覺圖。這很少 應用在市場研究中，但仍可以為行銷策略管理提供重要見解。

Purpose – The purpose of this exploratory study is to propose a new methodological approach to create online WOM compasses. More specifically, the study aims to show how online WOM compasses can be created and analyzed in Baidu’s online user forum which is from China.
Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It can be applied in the online reviews of the retail industry to explore the gap between consumer perceptions and ideas of the company and the company itself, and takes the Chinese A company as the main analysis object.
Findings – The results showed visual graphs of all the data related to the A company in Baidu’s online user forum, and suggested that the company should carefully select the locations of physical stores and maintain the employees' good service attitude. In addition, the dynamic analysis found that the company’s timelimited promotion strategy in 2013 and 2014 was effective. Therefore, predicting that similar strategies will also be effective in 2018.
Practical implications – The methods described can be used by managers to identify and obtain consumer perceptions and ideas for the company. At the same time, it’s also be used to create online WOM compasses for the analysis of the positioning of their own companies, and even for competition analysis with other companies. This knowledge can be applied to the development and implementation of effective marketing strategies.
Originality/value – The author propose an interdisciplinary approach to create online WOM compasses. It combines consumer online interaction analysis and text mining and creates a visual map of consumer interaction analysis. This is rarely used in market research, but it can still provide important insights for marketing strategy management.

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