臺灣博碩士論文加值系統

面對競爭激烈的零售市場，實體門市通路除了現有的實體競爭者之外，更需面對虛擬通路的衝擊與挑戰。實體通路與虛擬通路最大的競爭優勢即在於商品體驗與服務。其中，站在第一線面對消費者的銷售人員則是零售業者最重要的武器。因此，形塑銷售人員的專業度並提升服務滿意度一直是實體零售產業的重要課題。

本研究應用AIDA行銷模型建構一行動化智能銷售系統，其整合銷售推薦法則模型。透過行動應用程式(APP)讓消費者與銷售人員透過同一平台進行互動，藉由銷售推薦法則模型針對消費者推薦合適的商品組合。此外，本研究所建構之系統將可透過AIDA模型協助銷售人員引導消費者完成購買行為，以達到提升交易締結率及公司獲利能力之目的。

In the face of a fiercely competitive retail market, the physical store channel needs to formulate actions to address the effects and challenges of the virtual channel in addition to the existing physical competitors. The biggest competitive advantage of physical against virtual channels is in the product experience and service. Among them, salespeople, who are usually the first faces that the consumers see, face the consumers first, is a vital tool for retailers. Therefore, shaping the professionalism of salespersons and improving service satisfaction remain important issues in the physical retail industry.

This study uses the AIDA model to construct an iPOS that integrates the sales recommendation rule model. Through the app, consumers and salespeople interact through the same platform, and the sales recommendation law model recommends the appropriate product combinations for consumers. In addition, the system constructed by the Institute can assist salespeople to guide consumers through the AIDA model to achieve the improvement of the transaction conclusion rate and the company’s profitability.

摘要.........................................................................................................................................i
Abstract.................................................................................................................................ii
誌謝.......................................................................................................................................iii
目錄.......................................................................................................................................iv
表目錄.....................................................................................................................................v
圖目錄....................................................................................................................................vi
第一章 緒論.........................................................................................................................1
1.1研究背景.............................................................................................................................1
1.2研究動機............................................................................................................................2
1.3研究目的............................................................................................................................4
1.4研究流程與架構..................................................................................................................5
第二章 文獻探討.................................................................................................................6
2.1 AIDA行銷模型...................................................................................................................6
2.1.1注意(Attention)................................................................................................................7
2.1.2興趣(Interest)..................................................................................................................9
2.1.3慾望(Desire)...................................................................................................................11
2.1.4行動(Action)..................................................................................................................13
2.2實際案例分析...................................................................................................................15
2.3文獻總結..........................................................................................................................16
第三章 研究方法................................................................................................................18
3.1引起消費者注意之設計.....................................................................................................23
3.2誘發消費者興趣之設計.....................................................................................................23
3.3喚起消費者慾望之設計.....................................................................................................24
3.4使消費者採取行動之設計.................................................................................................25
第四章 系統頁面設計與建置..............................................................................................26
4.1 AIDA模型整合輔助銷售模組功能規劃與設計....................................................................28
4.1.1 推薦手機頁面設計.........................................................................................................31
4.1.2 暢銷手機頁面設計........................................................................................................33
4.1.3 商品介紹頁面設計........................................................................................................35
4.1.4 配件選購頁面設計........................................................................................................36
4.1.5 商品比拚頁面設計........................................................................................................38
4.1.6 願望清單頁面設計........................................................................................................39
4.2 AIDA模型整合輔助銷售模組之銷售步驟流程....................................................................41
第五章 結論與未來展望.....................................................................................................43
參考文獻...............................................................................................................................45
Extended Abstract...............................................................................................................49

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