CRM-Based數位商展之研究

The Study of CRM-based Digitial Exhibition

陳嘉泓(Chia-Hon Chen)

指導教授 ： 陳銘崑

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00343

摘要

近年來拜資通訊科技進步所賜，出現了一種有別於實體商展的展覽型態-數位商展。此類數位型態排除了過去實體商展於時間、地點、空間及規劃上的諸多限制，且就現行數位商展的發展情況而言，多強調於呈現多元化、互動性、低成本、突破空間及時間上的特色。但以顧客關係管理的觀點來看，缺乏資料分析及資訊回饋等機制，無法將企業內部及商展展示期間內所收集到的客戶相關資料做最有效的應用及分析。
因此，本研究希望將CRM（Customer Relationship Management）之功能特色及智慧資訊搜尋（推薦機制）導入到現行數位商展的環境之中，進而發展出一套具備CRM-Based數位商展平台的建置步驟及架構。本研究輔以實際的成衣業資料來建構出CRM-Based數位商展的雛型架構、展示流程及具備動態學習能力且適用於成衣服飾推薦的BPNN（Back-Popagation Neural Networks）模型架構，希望能提供業者參考。

關鍵字

數位商展 ； 推薦系統 ； 成衣推薦 ； 倒傳遞類神經網路

並列摘要

Information Communication Technology has been improving in recent years, there is a different type of exhibition–Digital Exhibition. Such digital type excluded the past restruction of time, place, space and plan in the physical display. For the current development of digital exhibition, most researchs focus on display, iteraction, low costs, space and time. But for the perspective of customer relationship management, digital exhibition lack data analysis and information feedback mechanisms, it unable to use the internal data of corporate and the colleced data of during display period to do the most application and analysis.
Therefore, this study apply the functional characteristics of Customer Releationship Management and intelligent information search (recommended mechanism) into the environment of digital exhibition, and to develop a CRM-Based digital exhibiton’s build steps, display process and architecture. Our study apply the actual date to construct a prototype of CRM-Based digital exhibition and a BPNN’s recommender mechanism of dynamic learning in the environment of apparel display. Hope our study to provide reference in the apparel industry.

並列關鍵字

Digital Exhibition ； Recommender System ； Back-Propagation Neural Network

參考文獻

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