臺灣博碩士論文加值系統

由於網際網路的普及，越來越多企業利用網際網路一對一的傳播特性，提供各式各樣的資訊與服務給客戶，並作為一個企業與顧客間重要的互動管道。在強調個別化行銷的年代中，以低成本的方式提供消費者量身定作的個人化服務，將是未來企業必須重視的課題。
然而，網際網路的蓬勃發展，使得企業能提供更多的服務及產品的資訊給消費者。但若是使用者不斷迷失於網站的大量資料中，不但佔去了網站的資源，降低了消費者的滿意度，更讓企業失去服務另一位使用者的機會與資源。因此，企業莫不希望能利用資訊科技了解、預測消費者的興趣偏好，進而快速且準確的提供使用者所需的資訊、產品或服務。為此，本研究藉由資料採礦與模糊集合的技術，提出一個使用者的偏好分析模式，以偵測使用者偏好的改變。同時，經由建置網站以進行使用者瀏覽資料的收集，與本研究所提出之分析模式的評估測試，最後結果顯示使用者對於分析的結果有相當大的認同度。所以，本研究所提出之分析模式將能協助企業針對消費者偏好特性設計出獨特的行銷方案，以及客製化的網站環境與個人化的服務，進而提昇企業顧客關係管理與競爭力。

How to realize customer preferences and provide suitable product and information to them is an important issue to company in an electronic business environment. In this paper, a user information preferences inference model is built base on the data mining technology and fuzzy set theory. According to users’ browser path and time in a period to infer the change of their preference. Based on the proposed model, a news web site is built to collect the browser data from all participators in this test. The testing data is demonstrated that this model can infer the change of users information preferences efficiently.
In a competitive market, enterprises resort to every conceivable means to increase the customer satisfaction. Using the proposed model, enterprises can provide the information service meet user requirements individually to improve the customer relationship and competitiveness.

封面內頁
簽名頁
授權書 ................................iii
中文摘要 .................................v
英文摘要 ................................vi
誌謝 ..................................vii
目錄 .................................viii
圖目錄 ..................................x
表目錄 .................................xi
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 ..........................3
第四節 研究流程 ..........................4
第二章 文獻探討 ..........................6
第一節 顧客關係管理與個人化服務 ..........6
第二節 資料採礦與資料庫知識探索 ..........9
第三節 網頁探勘的定義與種類 .............23
第三章 使用者偏好變動的推測模式 .........26
第一節 模糊集合論 .......................26
第二節 最大瀏覽序列 .....................28
第三節 使用者偏好的分析流程 .............29
第四章 測試網站設計與實證分析 ...........39
第一節 系統開發環境與工具 ...............39
第二節 網站架構說明 .....................39
第三節 測試流程與結果 ...................44
第四節 問題探討 .........................57
第五章 結論 .............................59
第一節 結論 .............................59
第二節 後續研究與建議 ...................60
參考文獻 ................................62

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