Extraction method of the gap between the reputation of reviews and the maker strategy

Due to the spread of Internet, the behavior is changing when customers purchase products. Previously, when customers purchased the products, they asked the experts in the store and got advice. But now, customers think that reviews on the Internet are more important than expert’s advice. Therefore, when purchasing the products, the customers first confirm the evaluation on the Internet. Product evaluation written by customers on the Internet is very important information. And this has an impact on customers’ purchasing awareness. For example, bad evaluation reduces the customer’s desire to choose the product. On the other hand, good evaluation has various of positive effects on products and companies. For companies, it is very important that company’s product strategy is communicated to the costumer correctly. In this study, we compare the results extracted from the score evaluation and word of mouth information with text mining, and suggest a method of the gap between the reputation of reviews and product strategy.