過去欲評估消費者對品牌的反應，了解品牌的經營績效，多半需進行市場調查來評估。但由於近年來網路的普及性與社群媒體的興起，已深入一般消費者的生活中，深深影響者消費者的購買決策。
本研究之目的乃期望協助企業利用廣大的網路搜尋與社群媒體進行分析，快速了解消費者對於該品牌的注目度與反應，做為企業經營品牌時的輔助參考資訊，加速品牌經營績效的評估速度。
研究方法以成熟的資訊技術為基礎，再搭配績效評估中發展已久的衡量模式，搜集台灣汽車品牌一整年度之資料，經過文本分析處理、資料運算為數值型資料、主成份分析法(PCA)、資料包絡分析法(DEA)等五階段，進行網路社群媒體的資料剖析，建立一社群媒體指標評估品牌經營績效之模式。
本研究所建立之模式可客觀了解現況做為改善的輔助資訊，包含相對績效排序、規模報酬狀態、重要敏感要因等。了解消費者是企業成功規劃品牌策略的關鍵，作者期以長期且持續的資料搜集與分析模式，協助企業可快速評估品牌表現，以經營品牌。

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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