| Summary: | 碩士 === 中國文化大學 === 資訊管理研究所 === 90 === 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.
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