隨著電子商務的蓬勃發展，網站經營變化迅速，企業間的競爭也相形劇烈，如何運用網路行銷以及時因應各種競爭變化，是所有企業面臨的挑戰。目前在一般網站所採用的行銷方式，多採用單一市場區隔或者是全部的人都適用於同樣的行銷方式，並未充分利用資訊科技達到顧客化行銷的優勢。而且在開發系統時，每推出一種新的行銷策略，系統就必須要進行改寫，費時費力，可能等系統改寫完成之後，該種促銷策略又已經不適用於當時的情況了。
因此本研究整理常用的重要促銷模式，利用物件導向方式來進行系統開發，該系統可以輔助管理者輕易地進行各種不同的促銷活動。管理者只要透過促銷管理介面設定所要促銷活動的參與對象、促銷條件和優惠內容，且不需要重新改寫系統，系統就可以立即推出新的促銷方案，讓促銷活動的推行具有很大的彈性。而本研究所開發出來的各個物件，可移植或是嵌入其他網站中，增加系統使用之普遍性，達到系統的可攜性。

With the rapidly development of electronic commerce, the competitions between enterprises have been getting more and more turbulent. In order to win business in such a highly competitive environment, it has to not only implement customized marketing strategy but also have a timely response whenever there is any change in the business environment. Currently, in most companies, whenever the marketing people wants to implement a new sales promotion program, he has to communicate it with the MIS department and ask it to rewrite the Web system and pages. It is quite often a very time-consuming as well as strenuous process.
In this research, we have explored all popular and important sales promotion models. Based on these models, an object-oriented Web system has been designed and developed. There is an interface by which the marketing people can set the new sales promotion program and then, the Web system can execute it immediately afterwards. The interface, allows the marketing people easily to select target customers, conditions for getting bonus and contents of bonus to set a new sales promotion program. That is, the marketing people can let the Web system execute a new sales promotion program whenever he wants without the help of system programmers. In addition, the whole design is object-oriented. It lets the system have very high portability.

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 2
第四節 研究範圍 3
第五節 研究方法及流程 3
第六節 研究架構 5
第七節 論文架構 6
第二章 文獻探討 7
第一節 行銷 7
一、行銷的演進 7
二、市場區隔 9
三、顧客化行銷 10
四、促銷策略 14
第二節 決策表 16
一、決策表的定義 16
二、建構決策表…………………………………………………….…….16
第三節 物件導向 19
一、物件導向的程式設計………..………………………………………19
二、物件導向的系統分析與設計 21
第三章 彈性促銷系統架構 24
第一節 促銷模式 24
第二節 系統架構 26
第三節 系統分析與設計 28
一、需求的描述 28
二、物件模型化技術 29
第四節 系統的開發 43
一、技術與平台 43
二、可攜性的設計 43
第四章 雛形系統 46
第一節 系統說明 46
一、網站的介紹 46
二、促銷法則的說明 47
三、系統功能說明 49
第二節 系統的評估 70
一、系統彈性之評估 70
二、系統可攜性之評估 71
第五章 結論與建議 73
第一節 研究成果 73
第二節 研究貢獻 73
第三節 未來研究方向及建議 74
參考文獻 93

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