電子商務推薦系統對產品行銷的分析研究

物聯網被看作資訊領域一次重大的發展和變革，物聯網的發展應用將在未來5～15年中為解決現代社會問題帶來極大貢獻.大陸也將物聯網作為戰略性的新興產業予以重點關注,本研究在既有的基礎之上，結合了互聯網、行銷理論與智慧型推薦系統，構建了一個推薦系統的行銷效果評價模型。本研究在既有的基礎之上，結合了互聯網、行銷理論與智慧型推薦系統，構建了一個推薦系統的行銷效果評價模型。其包含了以下幾點目的：一、體現對網路推薦系統的綜合研究，並了解模型各因素之間的作用機制。二、使本研究內容更有現實意義，結合實際闡述了推薦系統在長尾企業中所展現的巨大商業營銷潛力。三、提出一個評價和分析推薦系統行銷效果的綜合模型，可供實務上使用。本研究以推薦系統為一個實例，把推薦系統和長尾現象結合起來說明推薦系統所蘊含的巨大影響潛力。通過對Netflix的DVD推薦系統的實例分析，從三方面展示了推薦系統對於提升顧客滿意，促進非熱門產品的銷售以及增加企業利潤的積極作用。其研究結果：一、前人的研究主要集中於推薦系統的演算法改進，大多屬於電腦資訊系統研究領域。本研究從行銷角度研究了網路推薦系統對消費者決策和現代企業，尤其是網路企業的行銷帶來的影響。二、通過研究分析，整理了一個推薦系統的行銷效果的綜合評價模型。模型分兩大指標---顧客決策影響和消費者主觀評價，以及六影響因素。並深入分析了六因素對二評價指標的影響機制。三、結合實踐，以實際統計資料資料分析了推薦系統在新興網路類型企業---長尾企業中顯現出的強大潛力。能夠為本研究的目的之一喚起人們對推薦系統的重視，提供有力的支援。

關鍵字

電子商務；推薦系統；產品行銷

並列摘要

The Internet of things as field of information a major developments and changes, the Internet of things the development of the application will be in the next five to 15 years of the modern social problems have greatly. The Mainland will also be the Internet of things as a strategic industries to focus on issues, and the study on the existing basis, combined with the Internet, marketing theory and intelligent recommends that system and to establish a recommended the marketing system model for the evaluation results. The study on the existing basis, combined with the Internet, marketing theory and intelligent recommends that system, and build up a recommended system of marketing performance evaluation model. to include the following points:, the Internet recommended a comprehensive research system, with the understanding between the model the mechanism. 2, of the details of the study more immediate significance, light of the reality of the recommended system in the long tail enterprises demonstrated in the enormous commercial marketing potential. 3, of an evaluation and analysis recommends that system marketing effect of integrated model for substantive. The study to recommend system to an example of the recommends that system and long tail phenomenon of combining recommended systems that contain enormous potential for impact. The Netflix through the DVD Recommended System Analysis examples from the current 3 showing the recommended system to enhance customer satisfaction, and promoting non-hot product sales and the positive corporate profits increase. The research findings: first, the research focused mainly on recommends that system of calculus improvements, mostly of computer information systems research area. The study marketing point of view from the Internet system recommended to the consumer policy-making and modern enterprises, especially the Internet marketing enterprises. 2, through research and analysis, finishing a recommended system of marketing effect the integrated assessment models. There are two major indicators models - - customers decision-making impact and consumer subjective assessment, as well as 6 factor. and in-depth analysis of the 6 factors on 2 evaluation impact indicators mechanism. 3, practice to actual statistical information analysis the Recommended System in new Internet-based types of businesses - - long mei enterprise, it has demonstrated the strong potential. To the purpose of the study of the recommended stirring systems, provide a strong support.

並列關鍵字

Electronic Commerce ； Recommendation System ； Product Marketing

參考文獻

Asim Ansari, Skander Essegaier, and Rajeev Kohli. Internet RecommendationSystems(2000), Journal of Marketing Research. Vol. XXXVII, 363-375.

Google Scholar

Andrew D. Gershoff, Ashesh Mukherjee, Anirban Mukhopadhyay(2003),Consumer Acceptance of Online Agent Advice: Extremity and PositivityEffects. Journal of Consumer Psychology. 13(1&2), 161-170.

Google Scholar

Andrews Mild, Martin Natter (2002), Collaborative filtering or regressionmodels for Internet recommendation systems

Google Scholar

Alan D. .T. Cooke, Harish Sujan, Mita Sujan, Barton A. Weitz(2006),Marketing the Unfamiliar: The Role of Context and Item-Specific Informationin Electronic Agent Recommendations.