| Summary: | 碩士 === 中原大學 === 資訊工程研究所 === 102 === With the fast-changing consumers' preferences, fashion industry has quite varying needs to form a competitive environment and all brands have to continuously promote new products to attract customers. For selling, it is important to speed up the salesmen training, especially new-comer training; thus, the application of new information technique become a new consideration.
This paper use Web quest to the real selling situation to develop a training-scaffolding agent on mobile device, called Brand Angel. There are three research purposes of this project: (1) to analyze the brand knowledge and consumer behaviors of a brand to design the basic architecture of training-scaffolding agent of brand salesmen training. (2) to design learning knowledge base with the brand product knowledge and apply web quest principles to construct a practical selling situation for the mobile learning system. (3) to carry out focus group, questionnaire investigation, and quasi-experiment design of real brand salesmen training to prove the effectiveness of our design.
Brand Angel is based on a two-dimensional PC plane with a product knowledge dimension (P) and a consumer behavior dimension (C), both dimensions extend from special scales to general scales. The salesmen training of Brand Angel adopts a seven-stage selling process model to form a series of dynamic behaviors on PC plane. In the different selling stage, Brand Angel utilizes different parts of the information stored in Product/Consumer data tables to support salesmen accomplish their on-job-training. The cloud structure of intelligent classroom (KBIC) is used, and a Brand Angel prototype is built up with six-option menu: CC (Brand Culture), CP (Customer Promotion), P (Production description), PP (Product Recommendation) and PC (Customer Service and Customer Information).In this paper, a focus group of real brands for the analysis of brand/product knowledge and customer data will be used to accomplish the training model of Brand Angel, to Implement Brand Angel App.
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