隨著資訊科技的快速發展，消費者可以輕鬆地在線上論壇上發布線上評論，線上評論豐富、真實、即時，提供了潛在的商機。網路評論中表達的情緒反映了消費者對產品與服務的滿意度，這是競爭力的本質。
「知己知彼，百戰不殆。」競爭分析在商業策略的制定和實施中起著至關重要的作用。優勢、劣勢、機會和威脅分析（SWOT分析）作為一種競爭分析工具，長期以來被用來評估組織的內部能力和外部環境。由於其操作過程簡單明了且結果易於呈現，SWOT分析在不同行業中得到了廣泛應用。然而，儘管SWOT分析很受歡迎，但其實際應用仍面臨一些批評。
傳統的SWOT分析通常依賴人工識別SWOT因素，這難免會帶來主觀性。其次，SWOT分析通常是一次性事件，缺乏在長期競爭情況下採取行動和監測變化的機制。
隨著文字探勘對於中文資料的技術進步，通過分析線上評論，可以有效解決SWOT分析中的主觀性問題，同時也能對市場環境進行長期監測。因此，本論文提出了一種方法，運用文字探勘技術，通過分析線上評論進行SWOT分析，從而解決傳統SWOT分析的不足。
本研究利用聲量分析來衡量產業環境，識別環境中的機會和威脅。接著，通過關聯分析和情緒分析來判斷品牌的優勢和劣勢。最後，進行SWOT的交叉分析，提出防禦型策略、緩衝型策略、改善型策略和積極型策略四種策略。

With the rapid development of information technology, consumers can easily post online reviews on forums. These reviews are rich, authentic, and timely, providing potential business opportunities. The sentiments expressed in online reviews reflect consumer satisfaction with products and services, which is the essence of competitiveness.
"Know yourself and know your enemy, and you will never be defeated in a hundred battles." Competitive analysis plays a crucial role in the formulation and implementation of business strategies. SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) has long been used as a competitive analysis tool to assess an organization's internal capabilities and external environment. Due to its straightforward operation and easily presentable results, SWOT analysis has been widely applied in various industries. However, despite its popularity, there are some criticisms of its practical application.
Traditional SWOT analysis typically relies on the manual identification of SWOT factors, which inevitably introduces subjectivity. Secondly, SWOT analysis is usually a one-time event, lacking mechanisms for action and monitoring changes in long-term competitive situations.
With advancements in text mining technology for Chinese data, analyzing online reviews can effectively address the subjectivity issues in SWOT analysis and enable long-term monitoring of the market environment. Therefore, this paper proposes a method that uses text mining techniques to conduct SWOT analysis through the analysis of online reviews, thus addressing the shortcomings of traditional SWOT analysis.
This study uses volume analysis to measure the industry environment and identify opportunities and threats. Then, association analysis and sentiment analysis are used to determine the strengths and weaknesses of the brand. Finally, a cross-SWOT analysis is conducted to propose four types of strategies: defensive, buffering, improvement, and proactive strategies.

目錄
論文審定書 i
中文摘要 ii
Abstract iii
目錄 v
第一章 緒論 1
第一節 研究背景 1
一、 社群網路評論概述 1
二、 資通訊與家電市場概述 1
三、 文字探勘概述 2
第二節 研究動機與目的 3
一、 研究動機 3
二、 研究目的 4
第二章 文獻探討 5
第一節 電子口碑 5
第二節 環境分析 6
第三節 SWOT分析 6
第四節 文字探勘 8
第五節 文字探勘於競爭分析的相關研究 9
第三章 研究方法與步驟 12
第一節 資料來源與分析流程 12
第二節 資料處理 15
第三節 分析方法 17
一、 聲量分析 17
二、 關聯性分析 18
三、 情緒分析 18
第四章 研究結果 20
第一節 資料前處理 20
第二節 環境分析 21
第三節 聲量分析 23
一、 產品佔比與排行 23
二、 冷氣品牌分析 25
三、 冰箱品牌分析 25
第四節 關聯性分析 27
一、 冷氣品牌關聯性分析 27
二、 冰箱品牌關聯性分析 33
第五節 情緒分析 37
一、 冷氣品牌情緒分析 37
二、 冰箱情緒分析 41
第六節 SWOT交叉分析 45
一、 環境因素統整 46
二、 冷氣品牌SWOT交叉分析策略 47
(一) 國際牌冷氣SWOT交叉分析之策略 48
(二) 大金冷氣SWOT交叉分析之策略 49
(三) 日立冷氣SWOT交叉分析之策略 51
(四) 三菱冷氣SWOT交叉分析之策略 52
(五) 東元冷氣SWOT交叉分析之策略 54
三、 冰箱品牌SWOT交叉分析策略 55
(一) 國際牌冰箱SWOT交叉分析之策略 56
(二) 日立冰箱SWOT交叉分析之策略 57
(三) 三菱冰箱SWOT交叉分析之策略 58
第五章 結論與建議 59
第一節 研究結論 59
第二節 管理意涵 60
第三節 研究限制與建議 61
參考文獻 62

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