An On-Line Personalized Promotion Decision Support System for Electronic Commerce

• Main Authors: Yu-jung Hsu, 許毓容
• Other Authors: Chin-Feng Lee
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/84320536957017824320

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 91 === With the development of the Internet and Electronic Commerce (EC), businesses have overcome the space and time barriers and are now capable of serving customers electronically. However, the convenient of Internet makes the competitors in Internet more than in traditional market. The customers’ loyalty is so low that it is a difficult problem for a business to attract and retain customers. One solving approach is to provide the responsive personalized service to satisfy the customer demand. Hence, we propose a decision support system to assist businesses. The business can provide on-line personalized promotion in Internet; that is to say, different customers will be promoted different products for conforming to individual customer’s demand. Our system consists of three components: (1) marketing strategies, (2) promotion patterns model, and (3) personalized promotion products. We first set up the marketing strategies, and take the sales promotion strategies and pricing strategies among marketing strategies as a base theory. Secondly, we apply data mining techniques to analyze the customers’ behaviors efficiently for discovering candidate promotion products. In the end, we evaluate the candidate promotion products by using the evaluation indicators among personalized promotion products. The system will generate final promotion products which be expected to enhance customer satisfaction and loyalty.