在物聯網中探討電子商務模型與顧客關係管理

The Discovery of E-Commerce Model and Customer Relationship Management underlying Internet of Things

盧可茵(Ke-Yin Lu)

指導教授 ： 王淑卿

朝陽科技大學/資訊學院/資訊管理系/碩士(2014年)

摘要

由於現今終端設備的處理能力與儲存容量不斷提升，以及設備有越來越小化的趨勢，加上資訊技術與網路型態不斷的改良與創新，人們的生活正逐漸進入一個始終連接(Always Connect)的網路世代，因此，形成了一個無所不在的網路環境。物聯網並非是一種新的技術，而是使用不同的通訊技術、雲端運算(Cloud Computing)、奈米科技等的相關技術方法所形成的複雜環境，使得訊息更多元化與完整，並且提供更多元化的網路服務(Web Services)。 然而在物聯網複雜的環境中，所提供的資訊量是非常龐大，以及使用者相對的也會增加，在如此大量的使用者之下，物聯網電子商務中的顧客管理機制就顯得較為重要。且為了因應環境與產業的變化，企業在進行電子商務的策略也隨之改變。對企業而言，在不確定的市場環境中，顧客已成為企業達成營利目標的關鍵資源與獲利來源。使得現今企業於進行產品銷售時，必頇以顧客的需求為首要條件來進行行銷手法。 由於行銷手法可透過行銷組合的配置，作為增加企業獲利的工具，因此本研究將根據物聯網的特性提出適合於物聯網的行銷組合IoT-8P，並且根據IoT-8P的定義進行實例說明。
而物聯網的建置基本仍是使用網路做為傳輸的工具，因此本研究提出以物聯網為基礎之電子商務模型(IoT-based EC Model；IoTEC)，透過IoTEC模型可提供多方的資訊與服務。在物聯網環境中顧客數量非常龐大，因此本研究針對IoT-8P行銷組合與顧客相關之行銷組合以及IoTEC模型中的行銷模組，提出三階段顧客分群與需求探勘機制，提供企業進行顧客關係管理，進而將顧客進行價值分群，以鎖定各價值顧客群的需求，使企業可將有限的資源利用至相對的行銷上，以避免資源與成本的浪費，並且根據各價值層之顧客進行不同的行銷手法。除此之外，本研究亦針對IoTEC模型中情境感知模組裡情境回饋元件進行實驗之驗證，確認其可達到物聯網環境中資訊的回饋及物與物之間的訊息傳遞。而在本研究中，最後針對IoTEC模型提出可獲得的企業收益及電子商務模型之商流、金流、物流、資訊流與服務流等五流的動向說明。

關鍵字

行銷組合 ； 行銷策略 ； 顧客關係管理 ； 電子商務 ； 物聯網

並列摘要

Nowadays, the processing power and storage capacity of terminal equipment is rising, the related equipments are getting smaller; and information technology and network types constantly improve and innovate. However, people’s lives are gradually entering an always-connected network. Therefore, a ubiquitous network environment has been formed. The Internet of Things (IoT) is not a new technology, but used the different communication technologies, such as cloud computing, nanotechnology, and others relational technology make the information diversified and complete, and provide the more diversification for web service in complex IoT environment. However, in the IoT, providing the amount of information is very large, and users will increase relative. Under such a large number of users, the customer management mechanism of e-commerce becomes more important, and the enterprise carry on the strategy of e-commerce has changed for the response to environment and industry the change. For the enterprise, customer has become a key resource to achieve profit targets and profit sources in an uncertain market environment, so makes enterprise carry on the sell the products has to the first focus on the requirement of customers for marketing. The marketing can through the configuration of the marketing mix, as the enterprise increase to the tool of profits. According to the characteristics of IoT, the IoT-8P marketing mix is proposed in this study. In addition, an example is used to illustrate the processes of IoT-8P. The build the basic for the IoT are still used the network as a transport tool, so this study propose the IoT-based EC Model (IoTEC), through the IoTEC can provide the information and services in many ways.
This study contrary to the related of customer marketing with IoT-8P and the component of marketing in IoTEC, a three-stages clustering and demand of the customer mechanism is proposed. The three-stage mechanism can provide the customer relationship management for the enterprise and then can carry on the value cluster of the customer for focus on demand of the every value customer group. However, the three-stage mechanism can provide enterprise using limited resources for the related to the marketing, in order to avoid wasting resources and costs and carry on the different the marketing according the every value layer the customer. In addition, the validated experimental model for the component of feedback in IoTEC is given in this study. The feedback component of IoTEC can achieve the feedback of information and information transfer between the things to things in IoT environment. However, the gain of enterprises with the IoTEC is discussed. Finally, the business flow, cash flow, logistics, information flow, and services flow for the e-commerce model by using IoTEC are explained.

並列關鍵字

Customer Relationship Management ； E-commerce ； Internet of Things ； Marketing Strategy ； Marketing Mix

參考文獻

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