近年來網路的幻滅，體質不佳或對市場反應過慢的企業網站紛紛倒閉，存留的網站經營者必須積極地調整營運模式、重新識別本身的定位、建立差異價值及成功關鍵因素，主要目的是期望經營網站能開源節流，獲得對企業的實質收益。就社群網站而言，為了達成上述目的就必須投入大量的時間及成本，充實網站內容，先凝聚人氣提高集客力，再鞏固使用者的忠誠度，才能有獲利的機會。但是，若無有效的網站經營管理模式，則建置網站內容的營運成本將難以估計；而且，若無即時性的行銷活動資訊服務客戶提昇網站的集客力與忠誠度，則獲利目標也難以達成；因此，如何有效地從大量資料中擷取出不明顯、事前未知且可能有用的行銷資訊，成為網站經營極為重要的關鍵之一。為了解決上述的關鍵問題，本研究是以塑模法(STATEMATE)，先規劃一套社群網站行銷經營管理模式(Web Community Marketing and Opera-tion management model, 簡稱WCMO)，再應用資料探勘(data mining)技術於社群網站的活動中，最後再經由本研究的資料分析模組、追蹤促銷活動的回應資訊，使能夠評估該促銷活動的結果，提供管理者進行行銷決策的參考。本研究除了基礎理論探討外，也實際將本模式導入於ASP程式交流社群網，真正依本研究所提出的WCMO管理模式，開發應用系統，不但能自動累積資料，而且能應用資料探勘技術進行線上促銷活動，研究結果顯示行銷成效相當良好，未來還可以此模式繼續發展成為社群知識管理系統。

The beautiful dream of Internet company was disillusioned in recent years. Many websites were forced to close down due to their sloppy infrastructure and slow marketing response. Those webmasters who survived have to aggressively readjust their business model & market position and to establish unique character & critical suc-cessful factors to broaden sources of income and reduce expenditure, and consequently bring real profits to the enterprise. In terms of Web Community, it takes tremendous time and cost to have appealing content to attract substantial hit rate and gain users loy-alty to make profit. However, it is very important to have a powerful and efficient management model to achieve those goals, otherwise the operation cost is inestimable. In addition, providing prompt service information to meet consumer demand is another key factor to gain hit rate and users loyalty to make profit. Therefore, how to effec-tively retrieve useful marketing information from mass database, unknown and poten-tially data, is a significant factor to accomplish a successful website. To solve the above significant problems, this research proposed a Web Community Marketing and Opera-tion management model (WCMO) by STATEMATE method, in combination of data mining method to retrieve Web Community information and on-line track feedback of promotional messages to the database, and run the data analysis module to analyze and evaluate the result as the valuable information in scheming further marketing strategies. This research not only probes into basic theoretical analysis, but also applies in a real case http://asp.database.net.tw/ a web community of ASP programmers. Based on this WCMO management model, we implement an application system, which can accumu-late a lot of data and apply data mining method in on-line marketing promotion. The results of this research reveal excellent efficiency and effectiveness. The extended ap-plication of this specific model could be developed into a community knowledge man-agement system.

中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要 ．．．．．．．．．．．．．．．．．．．．． v
誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi
內容目錄 ．．．．．．．．．．．．．．．．．．．．． vii
表目錄 ．．．．．．．．．．．．．．．．．．．．． ix
圖目錄 ．．．．．．．．．．．．．．．．．．．．． x
第一章 緒論．．．．．．．．．．．．．．．．．．． 1
第一節 研究動機．．．．．．．．．．．．．．． 1
第二節 研究目的．．．．．．．．．．．．．．． 2
第三節 研究架構．．．．．．．．．．．．．．． 3
第四節 研究結果．．．．．．．．．．．．．．． 5
第二章 文獻探討．．．．．．．．．．．．．．．．． 6
第一節 虛擬社群．．．．．．．．．．．．．．． 6
第二節 行銷系統．．．．．．．．．．．．．．． 21
第三節 資料探勘．．．．．．．．．．．．．．． 23
第三章 模式概述及設計．．．．．．．．．．．．．． 27
第一節 模式概述．．．．．．．．．．．．．．． 27
第二節 行銷管理．．．．．．．．．．．．．．． 35
第三節 模式設計．．．．．．．．．．．．．．． 43
第四章 模式應用及評估．．．．．．．．．．．．．． 50
第一節 ASP 程式交流社群-藍色小舖．．．．．． 50
第二節 現況分析．．．．．．．．．．．．．．． 51
第三節 導入模式的功能概念應用．．．．．．．． 53
第四節 模式成效分析．．．．．．．．．．．．． 63
第五章 結論及未來展望．．．．．．．．．．．．．． 71
參考文獻 ．．．．．．．．．．．．．．．．．．．．． 73
附錄A APRIORI演算法．．．．．．．．．．．．．．． 80
附錄B ID3演算法．．．．．．．．．．．．．．．．． 81
附錄C WCMO模式資料模組規劃表 ．．．．．．．．．． 82
附錄D 促銷郵件成效統計檢定 ．．．．．．．．．．． 83
附錄E 發表論文一 ．．．．．．．．．．．．．．．． 85
附錄F 發表論文二 ．．．．．．．．．．．．．．．． 86

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