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研究生:呂世良
研究生(外文):Shi-Liang Lueh
論文名稱:個人化說服訊息機制輔助關係行銷之研究-以點對點網路為例
論文名稱(外文):A Personalized-Persuasive Message Mechanism for Relationship Marketing: A Example of Peer-to-Peer Network
指導教授:王俊程王俊程引用關係
指導教授(外文):Jyun-Cheng Wang
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:90
中文關鍵詞:點對點網路說服理論關係行銷合作式過濾行銷溝通
外文關鍵詞:peer-to-peer networkpersuasive theoryrelationship marketingcollaborative filteringmarketing communication
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目前行銷活動仍停留在根據顧客過去消費記錄與背景資料來提供產品與服務相關訊息,而忽略了顧客對產品的認知程度、個人相關性等因素。而於1999年興起的點對點網路(peer to peer)社群,其成員具有持續性資訊蒐集、對於搜尋的資訊具有個人偏好性與一定知識程度。當消費者處於高度涉入程度與知識程度時,較容易理解產品相關說服訊息進而達到態度上與認知上的轉變。另外,由於點對點網路環境是以關鍵字做為搜尋方式,所以使用者對於所搜尋的內容,本身須具有一定的熟悉程度、或是透過其他成員的口碑相傳等其他管道才能獲知相關資訊。因此,本研究試圖在點對點網路環境下,透過顧客相關資料分析、找出顧客消費行為與偏好,並結合說服相關理論,根據顧客涉入程度與知識程度來形成顧客化的行銷說服訊息。而使用者的同好群體資訊之提供,更可增進搜尋的深度與廣度,以及增進社群資訊流傳與成員間的互動更加豐富。
本研究透過個人化說服的理念,建構一個人化說服訊息機制系統。即透過合作式過濾方式分析出使用者偏好,藉由說服理論基礎提供個人化行銷說服訊息,也就是結合個人特徵研究與說服策略來產生行銷說服訊息,以增加行銷溝通的成效。此外,根據使用者基本資料與態度結構特性,提供社群成員同好群體資訊,讓新進成員能迅速了解社群狀況、與同好群體社群成員做即時的互動,增進整體社群成員之向心力與凝聚性。
Current marketing campaigns are mostly accomplished by focusing on past shopping records, individual background data and relative message. However, these campaigns ignore the difference among individuals, such as the perception of goods, personal relevance, attitude and so on. In contrast, the emerging peer-to-peer network community reveals a special opportunity for marketing, where it’s member are considered as highly involved. That is on-going information searching, personal preference and basic understanding of information. The study attempts to incorporate persuasive messages in marketing to users of peer-to-peer network community. Therefore, the personalized-persuasive message mechanism tries to comprehend the customer’s behavior, preference by analysis and integrate profiling, persuasive theory with the mechanism to form customized marketing persuasive message. In addition to persuasive message, the system offers information about the groups who have the same hobbies. Users can share libraries, converse immediately based on the group information.
This research adopts the concept of personalisuasion into account. Personalisuasion emphasizes that every individual has different traits and goals, and can be in different contextual states during the course of a marketing campaign. Hence, the mechanism using profiling and strategy will greatly increase the persuasive power of marketing. The profiling uses collaborative filtering based on user’s background data, records and psychographic variables such as involvement, perception and prior knowledge. Based for marketing purpose, the system will construct personalized-persuasive messages. In addition, the system provides information for users of the same hobbies group to based on user data and knowledge structure, which allows the members to acquaint with the community situation, interact with others instantaneously and solidifies members.
第一章、緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的5
第四節 研究範圍5
第五節 研究成果與貢獻6
第六節 研究流程與論文架構7
第二章、文獻探討9
第一節 點對點網路9
2.1.1 點對點網路的興起與定義9
2.1.2 點對點網路發展情形11
第二節 關係行銷14
2.2.1 關係行銷的興起14
2.2.2 關係行銷的定義16
2.2.3 關係行銷的概念18
2.2.4 使用者特徵20
第三節 合作式過濾22
2.3.1 合作式過濾的興起22
2.3.2 合作式過濾23
2.3.3 合作式過濾的限制25
2.3.4 合作式過濾的應用26
第四節 說服理論27
2.4.1思考可能模式27
2.4.2訊息的涉入程度與知識能力33
2.4.3說服理論於行銷上的應用34
2.4.4說服理論於技術上的應用35
第三章、系統分析40
第一節 點對點網路行銷特性40
第二節 系統流程42
3.2.1 點對點客戶端(client)運作流程42
3.2.2 說服機制運作流程43
第三節 說服訊息機制之考量46
3.3.1 說服訊息之個人相關性47
3.3.2 說服訊息的處理路徑47
3.3.3 態度的結構49
第四節 說服訊息之型式52
第五節 說服訊息資料庫54
第四章、系統設計與開發56
第一節 系統環境56
4.1.1 系統整體環境56
4.1.2 硬體需求57
4.1.3 軟體需求58
第二節 系統功能分析59
4.2.1 檔案交換系統60
4.2.2 中介端系統63
4.2.3 資料維護系統65
第三節 系統架構66
4.3.1 使用者端67
4.3.2 中介端68
4.3.3 伺服器端70
第四節 模組功能分析70
4.4.1 偏好分析模組70
4.4.2 訊息形成模組73
4.4.3 同好群體形成模組79
第五章、結論與建議81
第一節 結論81
第二節 研究限制82
第三節 未來研究建議與方向83
參考文獻86
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2.王靜惠,網路瀏覽涉入與流暢經驗之相關性探討,中正大學企業管理研究所未出版論文,民88
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