利用客製化行銷輔助平台優化電子商務網站之研究

Research on Optimizing E-commerce Websites with Customized Marketing Aided Platform

賴立軒(Li-Hsuan Lai)

指導教授 ： 陳同孝 ； 陳民枝

國立臺中科技大學/資訊與流通學院/資訊工程系碩士班/碩士(2018年)

摘要

資訊網路應用的時代，電子商務也隨之發展茁壯，透過網路行銷也已成為趨勢，要如何在這瞬息萬變的市場搶得先機，網站的管理與優化是被十分看重的，可以透過各式的行銷輔助工具來協助經營電子商務網站。市面上已有許多關於行銷輔助的軟體，但存在著一些問題，包括透過第三方處理資料的安全性議題、軟體在擴充性方面的薄弱或軟體價格上的問題等，讓企業端對於該類軟體有不好的使用體驗。本論文提出透過客製化行銷輔助平台優化電子商務網站，該平台含有網站分析、客戶關係管理及線上客服的功能。網站分析使用資料探勘技術分析使用者行為，將數據透過不同的演算法來分析整理出在商業上最需要的各式數據。客戶關係管理讓企業針對訪客或是客戶有更深一層的應用。線上客服系統可以提升客戶對於網站的滿意度，以及提供最快速的客服服務。透過本論文提出的客製化行銷輔助平台，整合數據給企業端作為後續行銷的指標，及分析出最佳的行銷模式，並結合客戶關係管理的概念透過客戶關係管理經營潛在客戶群和舊有客戶，讓客戶與公司之間的距離更靠近，將網路行銷功能發揮最大值，替企業端增加更多的獲利。

關鍵字

網站分析 ； 行銷管理 ； 資料探勘 ； 客戶關係管理 ； 客服系統

並列摘要

In this era of internet applications, online marketing development for e-commerce is getting stronger than before. It has now become the trend. In order to get ahead of the constantly changing market, management and optimization of websites are highly valued. The operation of e-commerce websites can be operated using various marketing aided tools. Currently, there are many website information analyses software. However, there exist some issues which include security issues using third party software, expansion weaknesses and operational complexities of software. These could result in negative experience on the software for the enterprise.
This study proposed optimizing e-commerce websites with customized marketing aided platform. The platform includes website analysis, customer relationship management and online customer service functions. The website analysis is implemented using data mining to collect customer behavior. Customer relationship management allows the enterprise to target users or actual customers to allocate higher level accesses. Online customer service system can improve customer satisfaction with the website, and provide faster customer services. Through this platform, the integrated data can provide the enterprise follow-up marketing indicators and to analyze a suitable marketing model by combining customer relationship to bring customer and businesses closer together. It also can also be used to manage potential customers so that web marketing can be exploited to its fullest.

並列關鍵字

website analysis ； marketing management ； data mining ； Customer Relationship Management

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