随着互联网的发展,网名的信息发表自由度提高,相关信息的传播速度达到几何级数传播,其形成的力量对于公司的品牌形象及产品的口碑发挥着非常大的影响。网络上用户的口碑及意见反馈,是企业窥探竞争对手产品弱点以及发现新的用户需求与喜好的丰富来源。如何合理的收集消费者或潜在消费者的口碑信息,对企业品牌维护、消费者调研、市场选择都有很重要的帮助。因此,本文提出一种电商网站的网络口碑分析方法,为企业分析网站的口碑评论得出依据。 With the development of the Internet, the freedom of information published by the net name is raised and the speed of dissemination of relevant information reaches the geometric level. The power of its formation exerts a great influence on the company’s brand image and product reputation. The reputation and opinion feedback of users on the network is a rich source for enterprises to snoop on the weaknesses of competitors’ products and discover new user needs and preferences. How to collect the word-of-mouth information of consumers or potential consumers reasonably is of great help to enterprise brand maintenance, consumer research and market selection. Therefore, this paper presents a method for analyzing the internet word-of-mouth of e-commerce websites, and provides a basis for the business reputation analysis of websites.