一個支援網際網路行銷之移動代理人系統

A Mobile Agent System for Supporting Internet Marketing

陳照仁(Chen Zhao Ren)

指導教授 ： 林志敏

亞洲大學/資訊學院/資訊工程學系碩士班/碩士(2003年)

摘要

在電子商務逐漸泡沫化後，網路行銷正面臨嚴重的考驗。而要如何在網路上掌握住顧客需求，並以良好的互動模式吸引顧客的注意，是目前網路行銷急欲突破的思維。所以本文提出一個應用軟體代理人(software agent)的知識及合作優勢，並配合移動行銷代理人機制來實現網路推銷的系統，稱為IMMAS(Internet Mobile Marketing Agent System)。IMMAS 最主要的目的，就是為了要和顧客建立主動的溝通管道，並以活潑的交談方式來提昇顧客的購買慾和忠誠度。故本文在IMMAS 中規劃了一個以代理人方式所呈現的推銷員，此推銷員使得整個網路行銷能夠基於主動性的原則向企業現有的顧客推銷企業的
產品，這樣的方式並非如同就有利用入口網站行銷或是電子郵件行銷的方式，而造成與顧客之間的互動過於呆板。為了加入與企業顧客互動的推銷員，以及符合多代理人的機制，在IMMAS 中也規劃一套代理人知識表達的方式—互動式劇本(Interactive Scripts)了，以及其他的軟體代理人元件，使得整個網路行銷的工作能夠分配至所規劃的代理人上，並且在代理人之間能夠以交談的方式讓整個執行過程更符合現實的行銷過程，而帶來網路競爭上的優勢。

關鍵字

HASH(0xb76a118)

並列摘要

Some Internet marketing theories and methods like E-mail marketing and Push Technology have been suspected after the crash of electronic commerce. The topics of Internet marketing about how to be aware of the real demand of customers, and how to attract customers to the services or goods of an enterprise are becoming a critical issue in Internet marketing. Therefore, we propose an Internet Mobile
Marketing Agent System (IMMAS) in this thesis to promote some shortcomings such as monolithic interactions between the system and the users, and to reduce lots of useless information of Internet marketing. Some software agent’s features like intelligence, mobility, and cooperation would be particularly useful in implementing
an Internet marketing system. One of the goals of IMMAS is to build an active connection between enterprise and its customers. Additionally, it helps to promote customer’s desire to products and the loyalty to enterprise by employing interactive dialog between IMMAS and the users. In this thesis, we propose a system architecture for IMMAS, and design three types of agents including a Base Station
Agent, an Agent Naming Server, and a Mobile Agent. We also design six system common services for the agents to achieve the IMMAS goals. Furthermore, we propose an Interactive Script mechanism as the base of human-machine interaction mechanism. This mechanism will conduct agent’s behavior and activity. In IMMAS, we can achieve the goal of diverse human-machine interactions and inter-agent interactions by designing Interactive Scripts. One mobile agent is able to exhibit
various human interactions that are different from traditional web or e-mail facilities. For example, an agent could execute multimedia programs or dialogize with human users. Furthermore, agents in IMMAS can access distributed resources rapidly with the following system common services. In IMMAS, mobile agents could feedback user information, and adaptablily and dynamically access to distributed resources by integrating enterprise databases during promoting period. With the IMMAS, we could establish an Internet marketing system with the features of rapid response, higher interactive ability, and dynamic and adaptable accessibility.

參考文獻

學電子商務經營管理研討會, 2002

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[4] William H. Redmond, “The Potential Impact of Artificial Shopping Agents In E-Commerce Markets,” Journal of Interactive Marketing, Volume 16, Number 1,Winter 2002.