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博碩士論文 etd-0627101-113301 詳細資訊
Title page for etd-0627101-113301
論文名稱
Title
線上行銷研究系統之開發
Development of An Online Marketing Research System
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
83
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2001-06-18
繳交日期
Date of Submission
2001-06-27
關鍵字
Keywords
線上行銷分析、網路行銷、Web應用程式、行銷研究
Online Marketing Analysis, Marketing Research, Internet Marketing, Web Application
統計
Statistics
本論文已被瀏覽 5762 次,被下載 3220
The thesis/dissertation has been browsed 5762 times, has been downloaded 3220 times.
中文摘要
面臨電子商務競爭劇烈、環境變化迅速的時代,網站經營者必須能快速掌握消費者動態,進行各種行銷研究分析,才能即時推出各種新的行銷對策,以因應環境的變化。對於中小企業,網站經營雖然帶來了另一個新契機,但也因資源、人才之有限,而常無法自行開發必要的行銷研究系統。為了協助中小企業網站能視情況需要,行銷人員隨時可以輕易地進行行銷研究分析,本研究的目的便是要開發出具有彈性、擴展性和可攜性的線上行銷研究系統,能夠協助網站經營者整合線上行為資料、會員資料及產品資料,進行各種行銷研究分析。系統彈性是指讓使用者可彈性地設定系統組態,並且能夠彈性地選擇分析項目與分析模式進行行銷分析;系統擴展性則是讓使用者可隨時新增行銷分析模式;而在可攜性方面,系統必須能夠適用於不同的系統環境,來搭配不同伺服器軟體及資料庫軟體。如此一來,中小企業即使資源有限,亦能輕易地擁有線上行銷研究分析工具,同時行銷人員也可不必藉助資訊人員,便能隨時輕易地進行行銷研究分析。
Abstract
In order to survive well in the rapidly changing and very competitive E-Commerce age, a website manager must discern the customer behavior all the times and carry out the necessary marketing research and therefore proceed the right marketing decisions at the right time. Although the Internet brings a new chance to the small and medium enterprises (SME), it is not easy for them to develop an online marketing research system by themselves due to the scarcity of resources. In order to let the SME have better online marketing capabilities, the purpose of this research is to develop a scaleable, flexible, and portable online marketing research system. What the flexibility means is that users can configure the system and implement the marketing analysis based on their requirements, whereas the scalability means that users can add new items into the available analytical models or new models into the system whenever there is new marketing research requirement. Regarding the portability, it means the system can be used in various system environments. With such a system, the marketing people of SME can carry out the required online marketing research easily without the assistance from IS people.
目次 Table of Contents
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 研究範圍------------------------------------------------------------------------ 4
第五節 研究方法及流程--------------------------------------------------------------- 4
第六節 研究架構------------------------------------------------------------------------ 5
第七節 論文架構------------------------------------------------------------------------ 7
第二章 文獻探討------------------------------------------------------------------------------ 8
第一節 行銷研究------------------------------------------------------------------------ 8
一、行銷研究的步驟--------------------------------------------------------------- 8
二、行銷資訊來源------------------------------------------------------------------ 9
三、次級資料收集方法------------------------------------------------------------ 10
四、初級資料收集方法------------------------------------------------------------ 11
五、資料分析技術------------------------------------------------------------------ 13
第二節 線上行銷資訊之收集方法與分析軟體------------------------------------ 17
一、線上行銷資訊收集方法------------------------------------------------------ 17
二、線上行銷資訊分析軟體------------------------------------------------------ 20
第三節 Web應用系統開發------------------------------------------------------------ 26
一、Web對軟體開發的影響------------------------------------------------------ 26
二、Web應用系統開發架構------------------------------------------------------ 28
三、Web應用系統的開發工具--------------------------------------------------- 29
第四節 綱要整合------------------------------------------------------------------------ 31
一、綱要轉換------------------------------------------------------------------------ 31
二、對應性的研究------------------------------------------------------------------ 31
三、綱要整合------------------------------------------------------------------------ 32
第三章 線上行銷研究系統架構------------------------------------------------------------ 35
第一節 行銷分析類型------------------------------------------------------------------ 35
第二節 系統架構------------------------------------------------------------------------ 37
第三節 線上行銷研究系統開發工具------------------------------------------------ 41
一、網站伺服器的調查------------------------------------------------------------ 41
二、PHP------------------------------------------------------------------------------ 42
第四節 線上行銷研究系統開發環境------------------------------------------------ 43
第四章 系統雛形------------------------------------------------------------------------------ 45
第一節 系統說明------------------------------------------------------------------------ 45
一、系統功能架構------------------------------------------------------------------ 45
二、系統設定------------------------------------------------------------------------ 45
三、行銷分析------------------------------------------------------------------------ 51
四、增加分析模式------------------------------------------------------------------ 65
五、系統限制------------------------------------------------------------------------ 67
第二節 系統測試------------------------------------------------------------------------ 70
一、測試網站介紹------------------------------------------------------------------ 70
二、系統設定------------------------------------------------------------------------ 70
三、行銷分析------------------------------------------------------------------------ 72
第三節 系統評估------------------------------------------------------------------------ 75
第五章 結論與建議--------------------------------------------------------------------------- 78
第一節 研究成果------------------------------------------------------------------------ 78
第二節 研究貢獻------------------------------------------------------------------------ 78
第三節 後續研究的建議--------------------------------------------------------------- 79
參考文獻---------------------------------------------------------------------------------------- 80

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