A Study on Personalized Marketing Strategy Decision System

• Main Authors: HSU. MING FENG, 許明風
• Other Authors: Wang. Shu-Ching
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/16768595912263725971

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 89 === When the Internet has been widely used in business, the numbers of World Wide Web are continuously growing by a marvelous rate. In the foreseeable future, a great deal of websites will be established. But without correct business models, most of them will be vanished in a very short time. A one-to-one marketing paradigm has emerged by Peppers and Rogers that suggests organizations will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire marketing. With the one-to-one information technology, enterprises will have the opportunity to communicate with their customers. By contacting with customers frequently, an enterprise can understand the need of customers and then provide the services or goods that customers really need to increase customer’s loyalty to the enterprise. In this study, we proposed a personalized mechanism to achieve this purpose. In our study, we use the concept of concurrent engineering to integrate three information technologies, which are fuzzy method, back propagation network (BPN) and analytical hierarchy process (AHP). By using this personalized Mechanism, an enterprise can dynamically gather information about the environment and the need of each customer. Therefore the enterprise could achieve quick responses, increase customer’s satisfaction and loyalty to the enterprise, and then improve the enterprise competitiveness.