消費者需求是企業產品創新、改善的重要依據。過去企業透過專家訪談、問卷調查及與消費者互動等方式了解消費者需求。隨著網路技術的蓬勃發展，許多消費者在網路上發表評論使得企業有不同的管道了解消費者，但大量的網路資訊難以被快速歸納，導致企業無法作出快速正確的決策。
本研究目的為發展一中文網路口碑為基之產品標竿分析方法，以供企業獲取消費者之需求以及與同業商品之優劣比較，以作商品開發與改善之參考，進而提昇產品之競爭力。本方法首先取得目標商品之網路口碑評價文章，以詞性組合區分網路極性詞彙，並分析特定產品之構面與消費者重視之強度，以建構此目標商品之產品評量參考模型。接著依據此產品評量參考模型，進行參與評量企業之產品口碑資料擷取、分析與評比，最後產生產品標竿分析表。
為實現研究目標，本研究進行產品評量模型建構與產品標竿評量兩方法之設計與技術開發。前者包括: 產品評量參考模型設計、產品評量模型建構方法設計、產品評量模型建構技術 - 產品口碑資料擷取、產品分析技術開發；後者包括: 標竿評量方法設計、產品口碑資料擷取、產品分析與產品評比等技術開發。

This study focuses on the development of a Products benchmarking method based Chinese electronic Word-of-mouth (EWOM), With this method, enterprises are able to obtain closer consumer opinions and thus capable of supplying more customer-desired products, and standing on an advantageous, competitive position in advance.

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