TW201120682A

TW201120682A - Interactive multimedia message playback method and system thereof.

Info

Publication number: TW201120682A
Application number: TW98142474A
Authority: TW
Inventors: Chang-Ching Lin; Hao-Chieh Hung
Original assignee: Univ Tamkang
Priority date: 2009-12-11
Filing date: 2009-12-11
Publication date: 2011-06-16

Abstract

An interactive multimedia message playback method and system thereof, wherein active RFID tags and displacement sensors are installed at exhibited merchandise of a smart exhibition rack so that when a consumer picks up an exhibited merchandise, the active RFID tags and displacement sensors can immediately sense and send RFID signals to a multimedia playback device, then the advertisement database in the multimedia playback device is searched for the corresponding advertising films to be played, while providing the user the information related to the merchandise. When the consumer takes out a membership card for sensor reading, the multimedia playback device will enter the member section and show promotion messages exclusive to members and historical consumption information. With respect to specific merchandises and customer preferences, the present invention can provide the consumer expected advertising films to watch, so that consumer satisfaction towards merchandises can be increased in the interactive mode, thereby enhancing consumer attractiveness toward the exhibited merchandises.

Description

201120682 六、發明說明：【發明所屬之技術領域】本發明有關-種用以播放廣告訊息及的商品資訊的互動式多媒體播放方法及系統，特別是指一種結合主動式及被動式RFID感應設備的多媒體訊息播放方法及系統。工【先前技術】 ' 在講求行_年代’有許麵商品促_是以廣告來達到最好的效果及銷售量，而現今看_許多廣告都是以 • 雜電視的廣告為主，不然就是以報章雜諸來做為廣告的媒介’但這些廣告方式卻都忽略了消費者的感受，其實消費者大多有在麟的時候才會有想看廣告的需求。而-般廣告之類型繁多，而且每-種廣告方式都有其特色及優缺點’傳統平面廣告方式都是以傳單、雜諸或報紙來傳達廣告訊息，所謂平面絲告奴職告資訊運用較多人閱讀的方式來傳達訊息。然而，傳統以推銷方式向、者說品，其缺點在於廣告資訊往往不夠完整，讓消費者不能完全了解產品資訊，而且廣告内容往往不是過於單調’就是所呈現出的產品資訊通常都不是消費大眾所需’最重要的是此種平面廣告往往會造成成本的消耗以及資源的浪費。而傳統的另-種戶外式廣告，不外乎就是燈箱式廣告、展覽場地廣告、鐵捲門廣告、大型看板廣告或是廣告車，所謂的戶外式廣告就是將圖片張貼或是投影布幕，來吸引路人的注意達到宣傳的效果。 201120682 以燈箱式廣告來說，其優點在於能見度高且視覺效果佳，此外，可依據需求提供多種大小不同的選擇，像是二封大型廣告燈箱’可彈性選擇位置、獨立使用或相連運用以達至最佳視覺效果，有助於廠商之產品攻勢及宣傳丨而四封小型廣告燈箱，獨立使用或相連運用以配合產品宣傳攻勢，所有受歡迎並突出的燈箱位置均可近距離及長時間觀看、手扶梯頂大燈箱廣告，大量廣告牌遍佈捷運站不同尺碼及位置可供選擇以目&合產品宣傳攻勢、手扶梯旁廣告可7G全吸引乘客的注意力，並可近距離觀看；另可連續運用六至廿四個燈箱達至最佳的廣告效果。以展覽場地廣告來說，由小型展覽場地的廠商或廣告商將場地製作特殊佈置來吸引消費者，並達到展覽的效果，此外，廠商亦可使用廣告展示牌宣傳單取閱架可作為路標以吸引乘客注意力，其優點在於展覽場地均可提供價錢實惠，更多直接接觸乘客的互動機會，更可介紹或示範廠商的產品與接觸不同層面的消費者。以鐵捲門廣告來說，以前許多鐵捲門上都有以彩繪方式作為廣告，但現今許多鐵捲門已經是運用其他廣告技術來取代彩繪的方式展示廣告，原因在於傳統彩繪廣告方式容易損毀、價格昂貴且不易製作。以大型看板廣告來說，其設立時間長，通常架設在地點寬廣且附近無高樓或是其它大樓阻饒視線，觀看效果佳可提向廣告效益’大型看板的廣告方式不分時段、假日，仗間還可使用辅助照明燈，每日有效曝光之時數長達16〜 201120682 18小時。以廣告車來說，廣告列車的製作較為麻煩，但在於高曝光效果且容易吸引民眾目光，最重要的是會接觸到許多不同族群的民眾注目。 θ 止取取I見的得統廣告方式是採用多媒體廣201120682 VI. Description of the Invention: [Technical Field] The present invention relates to an interactive multimedia playing method and system for playing advertisement information and product information, in particular to a multimedia combining active and passive RFID sensing devices Message playing method and system. [Previous technology] 'In the quest for the _ _ age' has a versatile product promotion _ is to achieve the best results and sales volume by advertising, and nowadays _ many ads are mainly based on • miscellaneous TV ads, otherwise The use of newspapers as a medium for advertising's, but these advertising methods have neglected the feelings of consumers. In fact, most consumers have the need to see advertisements when they are in Lin. There are many types of advertisements, and each type of advertisement has its own characteristics and advantages and disadvantages. Traditional print advertisements use flyers, miscellaneous newspapers or newspapers to convey advertising messages. Multi-person reading to convey the message. However, the traditional way of selling goods to people is that the advertising information is often not complete enough, so that consumers can not fully understand the product information, and the advertising content is often not too monotonous, or the product information presented is usually not the consumer. The most important thing is that such print ads often result in cost and waste of resources. The traditional alternative outdoor advertising is nothing more than light box advertising, exhibition venue advertising, iron roll door advertising, large billboard advertising or advertising vehicles. The so-called outdoor advertising is to post pictures or projection screens. To attract the attention of passers-by to achieve the effect of publicity. 201120682 In terms of light box advertising, its advantages are high visibility and good visual effect. In addition, a variety of different sizes can be selected according to requirements, such as two large advertising light boxes, which can be flexibly selected, used independently or connected to each other. The best visual effects, which help the manufacturer's product offensive and publicity, and four small advertising light boxes, used independently or in conjunction with the product promotion campaign, all popular and prominent light box positions can be viewed at close range and for a long time. There are a large number of billboards for the top of the escalator. A large number of billboards are available in different sizes and locations of the MRT station. The target and the product promotion campaign, and the advertising on the escalator can attract the attention of the passengers and can be viewed at close range. In addition, six to four light boxes can be used continuously to achieve the best advertising results. In the case of exhibition venue advertisements, manufacturers or advertisers of small exhibition venues will make special arrangements for the venue to attract consumers and achieve the effect of the exhibition. In addition, manufacturers can also use the advertisement display card leaflet as a road sign. Attracting passengers' attention, the advantage is that the exhibition venues can provide affordable, more direct contact with passengers, and can introduce or demonstrate the products of the manufacturers and consumers at different levels. In the case of iron-rolled door advertisements, many iron-rolled doors used to be painted as advertisements. However, many iron-rolled doors have used other advertising technologies to replace the display of advertisements. The reason is that traditional painted advertisements are easily damaged. It is expensive and difficult to make. In the case of large-scale kanban advertisements, they are set up for a long time. They are usually located in a wide area and there are no high-rise buildings in the vicinity or other buildings that are obstructive. The viewing effect is good for advertising. The large-scale billboard advertising method does not distinguish between time and holidays. Auxiliary lighting can also be used during the day, and the effective daily exposure time is up to 16~201120682 18 hours. In the case of advertising vehicles, the production of advertising trains is more troublesome, but it is highly exposed and easy to attract people's attention. The most important thing is to reach the attention of many different ethnic groups. θ 止取取 I I see the unified advertising method is to use multimedia

告’以電視、電視牆跟數位看板為例，能在播放廣告時同，播聲音及動態影像，容易吸引民眾注意力，二，^ 多鬧區都已架設做為廣告之用途，然而，此種多媒體廣告的缺點在於失竊機率高、維修不易，最重要的就是無2 消費者產生互動。、、For example, TV, TV wall and digital signage can play the same advertisements, broadcast sounds and dynamic images, which is easy to attract people's attention. Second, many areas have been set up for advertising purposes. However, this The disadvantage of a kind of multimedia advertisement is that the probability of stealing is high and the maintenance is not easy. The most important thing is that there is no interaction between consumers. ,

由於現今Ε世代網路崛起，許多年輕族群的講物方式與以往有別，難義通常觸或是店家進行構買^ 品行為，但目前許多年輕族群已打破了這種消費行為，他們也都會到網路商城、拍賣等虛擬情境進行消費的活動，因為網際網路上的商品資訊充足，私射卜料找欲採講之商品，所以許多年輕族群慢慢以網路上的消費習慣為主。近年來網際網路的出現顛覆了傳統行銷溝通的方式，相對於傳統廣告方式，使用者的主動性更高，可以掌握更多的廣告訊息的内容，而且消費者若有需要可24小時上網收尋相關產品，不過網際網路也是有所不足的地方，最令人話病的就是消費者無法從網路上看到實體產品，僅能由母個角度所拍出來的照片進行觀看，此一方式往往造成消費者在購買產品後’才發現到產品真實樣態並非如網際網路上面照片所呈現的樣態，此外，若是有惡劣商家以其他 5 201120682 廉價:品代替崎物品，往往造成消費者不少的損失。龜，t ’ i部分_費者還是親睞實際去實體賣場進行且古以目㈣巾在實料場相_告方式就是應用一 t廣。效果的多媒體播放機，例如：大賣場皆有在賣場此擺。又，放廣告的液晶螢幕，但都沒有與消費者互動之功能’只是單方__本週的促_品献縣廣告，久而久之消費者就會忽略掉螢幕放的廣告魄，如此就失去推銷之功用了。Due to the rise of the modern generation network, many young ethnic groups have different ways of presenting things. The difficulty is usually touched by the store or the store, but many young people have broken this consumption behavior. They will also To the virtual shopping malls, auctions and other virtual situations for consumption activities, because the Internet information on the Internet is sufficient, private shots to find the goods to be told, so many young people slowly take the consumption habits on the Internet. In recent years, the emergence of the Internet has subverted the traditional way of marketing communication. Compared with traditional advertising methods, users are more proactive, can grasp more content of advertising messages, and consumers can access the Internet 24 hours a day if needed. Looking for related products, but the Internet is also a shortcoming. The most irritating thing is that consumers can't see physical products on the Internet. They can only watch photos taken from the mother's point of view. It often causes consumers to find the true appearance of the product after the purchase of the product is not like the picture presented on the Internet. In addition, if there are bad businesses to replace the goods with other 5 201120682 cheap: goods often cause consumers A lot of losses. Turtle, t ’ i part _ fee is still favored to actually go to the physical store to carry out and the ancient eye (four) towel in the real yard phase _ advertising method is the application of a wide. The effect of multimedia players, such as: hypermarkets are in the store. In addition, the LCD screen for advertising, but there is no function to interact with consumers 'just unilateral __ this week's promotion _ Pinxian County advertising, long-term consumers will ignore the screen ads, so lose sales It works.

由此可知，大部分的廣告方式皆無法提供消費者一個可以產生互動式的廣告平台，缝於此，傳騎廣告方式實有改良必要。【發明内容】爰是，本發明之主要目的，旨在提供一種互動式的多媒體訊息播放方法及其系統，透過主動式及被動式即仍設備來配合展示商品及會員卡共同形成一可與消費者產生互動的多媒體播放系統’針對特定的商品以及不同顧客的喜好’提供消費者預期看到的廣告影片資訊，可加強消費者對於商品的吸引力，並且在互動模式中能夠增加消費者對於產品之滿意度’藉以增加 >肖費者的靖;買慾望。本發明之另一目的在於多缚體播放裝置的操作介面簡單明瞭，讓第一次使用系統的消費者也能夠輕鬆上手，同時，消費者若要購買商品時，亦可直接了解即時的商品資訊及商品價格。為達上揭目的，本發明互動式多媒體訊息播放方法包 201120682 含：步驟(A):提供一具有前端伺服主機及後端伺服主機的多媒體播放裝置’並將智慧型展示架上的展示商品裝設主動式RFID標籤及位移感測器，其中，上述前端伺服主機具有一主動式RPZD讀取器及一被動式RFID讀取器。步驟(B):消費者自智慧型展示架上拿取展示商品，由黏附 • 在展示商品的主動式RFID標籤及位移感測器立即感應，發送RFID訊號至多媒體播放裝置的前端伺服主機。若消費者沒有拿取展示商品，而是直接透過前端伺服主機的控制模組點選商品資訊，前端伺服主機會發出展示商品的辨識訊號，並由後端伺服主機接收辨識訊號後，播放出對應的廣告影片，同時提供使用者商品的相關資訊。 _ 步驟(C) ·則％飼服主機會發出展示商品的辨識訊號，並由後端伺服主機收到辨識訊號後，經由内部廣告資料庫來收尋對應的廣告影片，再透過多媒體播放裝置的顯示螢幕播放出廣告影片，同時提供使用者商品的相關資訊。上述後端伺服主機會記錄會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放時間、廣告播放方式以及消費者點閱次數的各種不同管理為料，上述消費者點閱次數是提供給管理人員作為熱門商品排行榜的依據資料，而上述廣告播放次數、廣告播放時 201120682 ==㈣輪細_據資料。影片、商機若無法收尋到消f者拿取商品的廣告管理人員^ 0資訊時，後端飼服主機將產生錯誤訊息至播案已損壞。°知廣告影片及商品細資訊梅或是資料步驟⑼：當消費者拿取會員卡至多媒體播放裝置的被動式 10 °只取器感應讀取時’會員自行決定是否進入會員專區’若是進人會員專區，多舰播放裝置將進-步顯示專屬於會貞的促銷訊息以及歷 =消費資訊’如果不進入會員專區，多媒體播放丄’、員示與般使用者相㈤的廣告影片及商品相關資訊。 ==播放裝置於一般待機狀況時，以隨機、輪播或縣置^ ^订廣告影片的播放，當消費者操控多媒體播 =時’相互動__物編片的播放。轉施例中’上述會員卡内部具有一非接觸式二_ Tag)。上述多媒體播放裝置所記錄的相關管理資料傳輸右資料傳輸裝置為隨身碟、記憶卡、有線網路、行動電話、無線網路、藍芽或紅外 T其中—種傳輸介面1上述控峨組為—無線辨識裝二條碼掃描器、-視訊辨鱗置、一按鍵盤、一滑鼠 =疋-設置於顯示螢幕表面的觸控模組的其中一種輸入裝罝0 201120682 本發明另揭露-種融合主動式與被動式丽^之多媒體訊息播放系統’是由—智慧型展示架、—媒體播放装置以及-個以上個會員卡所構成，其中，上述智慧型展示架上具有複數個展示商品，且上述展示商品設有一主動式 RFID標籤及一位移感測器。 j述多舰魏裝魏合触上述展轉品的互動廣口及·貝訊需求’上述多媒體播放裝置設有〖主機，並且電性連接-播衫雜資訊_示螢幕以及_供使用者輸入請求的控纖組，上義服域_設有—前端伺服主機及-後端恤主機，上述前端值主機用以處理控制模組的輸入’並以RFID讀取裝置來接收訊號控制，而上述後端伺服域存放m統與庫，用以提供上述前端飼服域要求對應展稍品的互_告及f訊需求。上述會員卡設有一被動式RFH)標籤，配合上述前端伺服主機的RFID 取裝置感應’並以後端伺服主機的管理系統整合成一會員管理系統。於一較佳實施例中，上述ΚΡΊΟ讀取裝置具有一主動式 RFID讀取器以及-被動式讀取器。上述後端飼服主機的管理系統具有人員權限管理、會員管理及商品管理等三大部分，其中，人員權限管理將使用者分為管理人員、一般顧客以及會員顧客；會員管理用以記錄會員登入歷史訊息、會員列表、新會員登入等相關資訊；而商品管理用以新增、修改、刪除商品名稱及商品展示内容、自動重複播放功能、瀏覽時可自動記錄觀看次數。 201120682 上述控制模組為一無線辨識裝置、一條碼掃描器、一視訊辨識裝置、一按鍵盤、一滑鼠或是一設置於顯示螢幕表面的觸控模組的其中一種輸入裝置。而上述管理系統内部儲存會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放時間、廣告播放方式以及消費者點閱次數之各種不同記錄資料。此外，上述多媒體播放裝置可進一步增設一將所記錄的相關管理資料傳輸至遠端管理人員的資料傳輸装置；上述資料傳輸裝置為隨身碟、記憶卡、有線數位、有線網路、行動電話、無線網路、藍芽或紅外線的其中一種傳輸介面，讓多媒體播放裝置可以透過有線、無線網路或者是額外的記憶儲存裝置來與外部裝置進行資料傳輸。本發明的特點在於透過主動式及被動式即瓜設備來配合展示商品及會員卡共同形成一可與消費者產生互動的多媒體播放系統，針對特定的商品以及顧客的喜好，提供消費者所預期的廣告影片資訊，可加強消費者對於商品的吸引力，並且在互動模式中能夠增加消費者對於產品之滿意度，改善傳統播放廣告方式，藉以增加消費者的購買慾望。此外’多媒體播放裝置的操作介面簡單明瞭，讓第一次使用系統的消費者也能夠輕鬆上手，同時可直接透過有線、無線網路或是其他裝置的更新，讓消費者在購買商品前，可以直接了解即時的商品資訊及商品價格。 201120682 【實施方式】兹為便於更進-步對本發明之構造、使用及其特徵有更深-層明確、詳實的認識與瞭解，爰舉出較佳實施例，配合圖式詳細說明如下： RFID科技是—項簡單實用且適合用於自動化控制系統的應用技術，由於該技術難以入侵或仿冒，使得刪^科技也具備高安錄的防護能力。咖）捕_二維條碼，對於二維條碼技術而言，是以編碼好的條碼印製商品上，鲁運用紅外線麟讀取條碼，在將讀取_訊息畴至資料庫中；RFID科技可支援唯讀的作業方式也可使用讀寫的作業方式，且沒有讀取方⑽關，RFD科技是應用無線射頻技術，將商品的上資料傳至資料庫巾且每個商品的編碼皆不相同。 RFID系赫構是由電子標籤(Tag)、讀取機物㈣、天線(Antenna)以及應用程式（AP)四大部分所組合而成。 • 其中，電子標籤區分為主動式與被動式兩種，最大差異在於有無電池。主動式電子標_有電騎隨時發報訊號至讀取機回報，電子標籤與讀取機的距離較遠，但是價格較為昂貴；被動式電子標籤是由讀取機讀取時供應電源給電子標籤，如此電子標籤與讀取機的距離較短，但是較格較為便宜。以下將對主動式電子標籤與被動式電子標藏做比較： 201120682 ---—--- 主動式電子標籤被動式電子標籤電子標籤池有盈讀離 30Μ-100Μ 5Μ-7Μ 式主動發射訊號需靠近讀取機 __ίΐ4ίΐ__ 有無讀取數量一次可同時讀取多個一次讀取一個可讀取及寫入Η 只可讀取讀寫方向無方向限制須對準掃描機安全性兩低外在環境感應限制在惡劣與髒亂的環境中都可讀取條碼若是髒汙、損毀將無法辨謐讀取機(Reader)利用高頻電磁波傳遞訊號以及讀取電子標織資訊的設備，每秒可讀取電子標籤達5〇個以上，可使用有線或無線的通訊方式。天線(Antenna)在電子標籤和讀取器之間傳遞射頻訊號。應用程式(AP).中介軟體在RFH)系統中扮演著财仍電子標籤和企業各種後端應用程式之間連接溝通的角色，從應用程式端使用中介軟體所提供的一組共通應用程式界面(ApplicationInterface，API)，能連接到rpjd讀取器並得到RFID電子標籤資料。無線射頻辨識系統(Radio Frequeney Identifieation , RFID)具有以下優點：（1)讀取資料無方向性。（2)使用無線 (Wireless)方式傳輸。（3)辨識速度快。（4)可同時辨識多個。 (5)具備讀/寫功能且資料記憶量大。⑹安全性高而且使用壽 12 201120682 命長。⑺電子標籤(Tag)的穿透性佳；⑻可在惡劣環境操作等。請參閱第1圖所示，本發明為一種互動式多媒體訊息播放方法及系統，特別是指一種結合主動式及被動式奸瓜感應设備的多媒體訊息播放方法及系統，本發明互動式多媒體播放系統的處理架構分為二大類，第一類為一般使用者為訊處理流程(應用主動式RFID)，而第二類為會員資訊處理流程(應用被動式RFID)，兩者的差別在於使用者可以透過會員卡的感應，告知此一使用者為會員而並非一般使用者。針對已登入之會員，互動式多媒體播放系統將會提供會員個人化的使用介面以及更多進一步的資訊供此顧客使用’此外’後端伺服主機會詳細記錄會員登入、登出的歷史時間以及所使用過哪些功能，透過這些互動訊息的收集、彙整可以讓管理資訊系統者針對會員的部份做更多的資料對應與目標商品推薦等功能。請參閱第2圖所示，當一般使用者拿取商品時，商品上的位移感測器將會被震動，此時位移感測器會立即發射訊號至讀卡機，讀卡機接收到有訊號傳入時，將立即把訊號傳送回後端飼服主機，若是廣告影片未播放系統將訊息回傳至後端管理人員，若系統比_告職無誤後伺服器將會發出訊號，傳送至廣告機，使廣告機能夠即時播放消費者所選取之商廣告以及詳細的商品資訊。若是消費者沒拿取商品’而是點選了互動式商品廣告 201120682 $上的=控縣，訊息也將立即回傳至後端伺服主機進行片收哥若疋廣告影片未播放系統將訊息回傳至後端管理人員’若是系統比對廣告檔案無誤後，互動式商品廣告機將立即槪消費者所_之商品廣告影片。清參閱第3騎示當使用者拿取會貞卡至讀卡機讀取時，會員就可點選觸控螢幕上的按鈕，進入會員專區，後 ^伺服主機會記錄會員登人及登出的時間，在會員專區内’也將設計許多專屬會員的優惠價格及促銷方案，讓一般使用者及會員有差異性的區別。印參閱第4圖所示，本發明的互動式多媒體播放方法包含：步驟(A).提供-林前端錬域錢端舰域的多媒體播放裝置’並將智慧型展示架上的展示商品裝設主動式RFID標籤及位移感測器，其中，上述刖端伺服主機具有一主動式RFID讀取器及一被 • 動式RFID讀取器。步驟(B):消費者自智慧型展示架上拿取展示商品，由黏附在展示商品的主動式RFID標籤及位移感測器立即感應，發送RFID訊號至多媒體播放裝置的前端伺服主機。當消費者沒有拿取展示商品，而是直接透過前端伺服主機的控制模組點選商品資訊，前端伺服主機會發出展示商品的辨識訊號，並由後端伺服主機接收辨識訊號後比對廣告檔案，比對完成後互動式多媒體播放系統將顯示對應 201120682 的廣告影片，同時提供使用者商品的相關資訊。於一較佳實施例中，上述控制模組設為一設置於顯示螢幕表面的觸控模組，此一觸碰模組與顯示螢幕共同形成一觸控式螢幕，但此用為方便舉例說明，並非加以限制，亦即上述控制模組可為一無線辨識裝置、一條碼掃描器、一按鍵盤、一滑鼠或是一視訊辨識裝置的其中一種輸入装置。 ~ 步驟(c):前端伺服主機會發出展示商品的辨識訊號，並由後端伺服主機收到辨識訊號後，經由内部廣告資料庫來收尋對應的廣告影片’再透過多媒體播放裝置的顯示螢幕播放出廣告影片，同時提供使用者商品的相關資訊。上述後端伺服主機會記錄會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放時間、廣告播放方式以及消費者點閱次數的各種不同管理資料；其中，上述消費者點閱次數是提供給管理人員作為熱門商品排行榜的依據資料，而上述廣告播放次數、廣告播放時間及廣告播放方式作為向廣告商家收費的依據資料。當後端伺服主機無法收尋到消費者拿取商品的廣告影片、商品相關資訊時，後端伺服主機將產生錯誤訊息給管理人員，告知管理人員此一廣告影片及商品相關資訊不存在或是資料檔案已損壞。步驟(D):當消費者拿取會員卡至多媒體播放裝置的被動式 15 201120682 咖^讀取减應讀取時，會員自行紋是否進入會員專區，若是進人會貞專區，乡雜猶裝置將進-步顯示專屬於會員的促鎖訊息以及歷史消費資訊’如料進八會員專區，多媒體播放裝置則顯示與—般使用者相_廣告影片及商品相關資訊。 j多魏播放裝-般待敵科，峨機、輪It can be seen that most of the advertising methods are unable to provide consumers with an interactive advertising platform that can be created, and it is necessary to improve the way of advertising. SUMMARY OF THE INVENTION The main purpose of the present invention is to provide an interactive multimedia message playing method and system thereof, which can form a consumer and a consumer together with an active and passive device. The interactive multimedia playback system 'provides the advertisement information that the consumer expects to see for specific products and different customer preferences', which enhances the consumer's appeal to the product and increases the consumer's product in the interactive mode. Satisfaction 'to increase the amount of Xiao Fei's Jing; buy desire. Another object of the present invention is that the operation interface of the multi-bench playback device is simple and clear, so that the consumer who uses the system for the first time can also easily get started. At the same time, if the consumer wants to purchase the product, he can directly understand the instant product information. And commodity prices. In order to achieve the above, the interactive multimedia message playing method package 201120682 of the present invention comprises: Step (A): providing a multimedia playing device with a front-end servo host and a back-end servo host and mounting the display product on the smart display stand An active RFID tag and a displacement sensor are provided, wherein the front end servo host has an active RPZD reader and a passive RFID reader. Step (B): The consumer takes the display product from the smart display stand and sticks it. • The active RFID tag and the displacement sensor that display the product immediately sense and send the RFID signal to the front end servo host of the multimedia playback device. If the consumer does not take the display product, but directly selects the product information through the control module of the front-end servo host, the front-end servo host will send an identification signal for displaying the product, and the back-end servo host receives the identification signal, and then plays the corresponding signal. Advertising videos, which provide information about user products. _ Step (C) · The % feeding service host will send out the identification signal of the displayed product, and after receiving the identification signal from the back-end servo host, the corresponding advertising film will be collected through the internal advertising database, and then through the multimedia playing device. The display screen plays the commercial video and provides information about the user's product. The above-mentioned back-end server will record the different management of member login time and log-out time, member consumption record, product sales quantity, advertisement play times, advertisement play time, advertisement play mode and consumer click times. The number of clicks is the basis for the management to be the hot commodity leaderboard, and the number of times the advertisements are played and the time when the advertisements are played 201120682 == (four) rounds of data. If the video or business opportunity cannot collect the advertisement of the product that the consumer is taking, the back-end feeding host will generate an error message until the broadcast is corrupted. ° Know advertising video and product details information plum or data step (9): When the consumer takes the membership card to the multimedia player's passive 10 ° only sensor to read the reading 'members decide whether to enter the member area' if it is a member In the special zone, the multi-ship playback device will further display the promotional messages dedicated to the conference and the calendar = consumption information 'If you do not enter the member area, the multimedia player 、', the player and the general user (5) advertising video and product related information . == When the playback device is in the normal standby state, the playback of the advertisement movie is scheduled by random, carousel or county. When the consumer controls the multimedia broadcast, the player plays the video of each other. In the embodiment, the above-mentioned membership card has a non-contact type _ Tag. The related data transmission device recorded by the above multimedia playing device is a flash drive, a memory card, a wired network, a mobile phone, a wireless network, a Bluetooth or an infrared T. The above-mentioned control interface 1 is - Wireless identification with two barcode scanners, - video recognition scale, one keyboard, one mouse = 疋 - one of the input modules installed on the display surface of the touch panel 0 201120682 And the passive type of multimedia message playing system is composed of - smart display stand, media playback device and more than one membership card, wherein the smart display stand has a plurality of display products, and the above display The product is provided with an active RFID tag and a displacement sensor. j The multi-ship Wei-Wei-Wei-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi-Xi The control fiber group, the upper service domain _ is provided with a front-end servo host and a back-end shirt host, the front-end value host is used to process the input of the control module and receives the signal control by the RFID reading device, and the above The end servo field stores the m system and the library, and is used to provide the mutual information and the need for the communication of the front end feeding field. The above membership card is provided with a passive RFH) tag, which is combined with the RFID device of the front-end servo host to sense and the management system of the latter server is integrated into a member management system. In a preferred embodiment, the helium reading device has an active RFID reader and a passive reader. The management system of the above-mentioned back-end feeding host has three parts: personnel authority management, member management and commodity management. Among them, the personnel authority management divides the user into management personnel, general customers and member customers; member management is used to record member login. Historical information, member list, new member login and other related information; and product management to add, modify, delete product name and product display content, automatic repeat play function, automatically record the number of views when browsing. The above control module is a wireless identification device, a code scanner, a video recognition device, a keyboard, a mouse or an input device of a touch module disposed on the surface of the display screen. The above management system stores various records of member login time and logout time, member consumption record, number of product sales, number of advertisements played, time of advertisement play, mode of advertisement play, and number of clicks by consumers. In addition, the multimedia playback device may further add a data transmission device for transmitting the recorded related management data to the remote management personnel; the data transmission device is a flash drive, a memory card, a wired digital network, a wired network, a mobile phone, and a wireless device. One of the network, Bluetooth or infrared transmission interfaces allows multimedia playback devices to transfer data to and from external devices via wired, wireless networks or additional memory storage devices. The invention is characterized in that the active and passive type of melon equipment cooperates with the display product and the membership card to form a multimedia playing system capable of interacting with the consumer, and provides the advertisement expected by the consumer for the specific product and the preference of the customer. Video information can enhance consumers' appeal to goods, and in the interactive mode, it can increase consumers' satisfaction with products and improve the traditional way of broadcasting advertisements, so as to increase consumers' desire to purchase. In addition, the operation interface of the multimedia player is simple and clear, so that consumers who use the system for the first time can also easily get started. At the same time, they can directly update via wired, wireless network or other devices, so that consumers can buy goods before they can Learn directly about real-time product information and product prices. 201120682 [Embodiment] For the sake of further progress, the deeper-layered and detailed understanding and understanding of the structure, use and features of the present invention will be described. The preferred embodiment is described below with reference to the following figures: It is a simple and practical application technology suitable for use in an automated control system. Because the technology is difficult to invade or counterfeit, the technology is also protected by Gao Anlu.咖) _ 2D barcode, for 2D barcode technology, printed on the barcode with the coded barcode, Lu uses infrared ray to read the barcode, will read the _ message domain to the database; RFID technology can The read-only operation mode can also use the read/write operation mode, and there is no reader (10) off. RFD technology uses the radio frequency technology to transfer the data on the product to the data towel and the code of each product is different. . The RFID system is composed of four parts: an electronic tag (Tag), a reading device (4), an antenna (Antenna), and an application program (AP). • Among them, electronic tags are classified into active and passive, and the biggest difference is whether or not there is a battery. The active electronic standard _ has the electric ride to report the signal to the reader at any time. The distance between the electronic tag and the reader is far, but the price is relatively expensive. The passive electronic tag is supplied with power to the electronic tag when read by the reader. Thus, the distance between the electronic tag and the reader is shorter, but it is relatively cheaper. The following will compare the active electronic tag with the passive electronic tag: 201120682 ------- Active electronic tag passive electronic tag electronic tag pool has a reading of 30Μ-100Μ 5Μ-7Μ Active signal transmission needs to be close to reading Pick up __ίΐ4ίΐ__ With or without reading the number, you can read multiple times at a time, read one at a time, read and write Η Only read and write direction, no direction limit, must be aligned with the scanner security, two low external environment sensing limits In the harsh and dirty environment, the barcode can be read. If it is dirty or damaged, it will not be able to identify the reader. The reader can use high-frequency electromagnetic waves to transmit signals and read electronic information. More than 5 tags can be used for wired or wireless communication. The antenna (Antenna) transmits RF signals between the electronic tag and the reader. Application (AP). The intermediary software plays the role of communication between the electronic tag and the various back-end applications of the enterprise in the RFH system. The application software uses a common application interface provided by the mediation software ( ApplicationInterface, API), can be connected to the rpjd reader and get RFID tag data. Radio Frequency Identification (RFID) has the following advantages: (1) The data is non-directional. (2) Use wireless (Wireless) transmission. (3) The identification speed is fast. (4) Multiples can be identified at the same time. (5) It has a read/write function and a large amount of data memory. (6) High safety and use life 12 201120682 Life length. (7) The penetration of the electronic tag (Tag) is good; (8) It can be operated in a harsh environment. Referring to FIG. 1 , the present invention is an interactive multimedia message playing method and system, and particularly relates to a multimedia message playing method and system combining active and passive sinensis sensing devices, and the interactive multimedia playing system of the present invention. The processing architecture is divided into two categories, the first is the general user processing process (application active RFID), and the second is the member information processing process (application passive RFID), the difference between the two is that users can The induction of the membership card informs the user that the user is a member and not a general user. For the logged-in members, the interactive multimedia player system will provide members with a personalized user interface and more information for this customer to use the 'other' back-end server to record the member's login history, log-out history and location. What features have been used, through the collection and aggregation of these interactive messages, the management information system can make more information corresponding to the target product recommendation and other functions. Please refer to Figure 2, when the general user picks up the product, the displacement sensor on the product will be vibrated. At this time, the displacement sensor will immediately transmit the signal to the card reader, and the card reader will receive it. When the signal is transmitted, the signal will be immediately sent back to the back-end feeding host. If the advertising film is not played, the system will send the message back to the back-end manager. If the system is _ _ _ _ _ _ _ _ _ _ _ _ _ The advertising machine enables the advertising machine to instantly display the commercial advertisements selected by the consumers and the detailed product information. If the consumer did not take the goods, but clicked on the interactive product advertisement 201120682 $ on the control county, the message will also be immediately sent back to the back-end server host for the film to receive the video, the video will not play the system back to the message Passed to the back-end manager's. If the system matches the advertisement file correctly, the interactive product advertisement machine will immediately smash the consumer advertisement movie. See the third riding show. When the user takes the meeting card to the card reader, the member can click the button on the touch screen to enter the member area. After the server will record the member's boarding and logging out. The time, in the member area, will also design a number of exclusive members of the preferential price and promotion program, so that the difference between the general user and the member. Referring to FIG. 4, the interactive multimedia playing method of the present invention comprises: Step (A). Providing a multimedia playing device of the front end domain of the money terminal and installing the display products on the smart display stand An active RFID tag and a displacement sensor, wherein the terminal servo host has an active RFID reader and a passive RFID reader. Step (B): The consumer takes the display product from the smart display stand, and immediately detects the active RFID tag and the displacement sensor adhered to the display product, and sends the RFID signal to the front end servo host of the multimedia playback device. When the consumer does not take the display product, but directly selects the product information through the control module of the front-end servo host, the front-end servo host sends an identification signal for displaying the product, and the back-end servo host receives the identification signal and compares the advertisement file. After the comparison is completed, the interactive multimedia playback system will display the corresponding advertising film of 201120682, and provide relevant information of the user's products. In a preferred embodiment, the control module is configured as a touch module disposed on the surface of the display screen. The touch module and the display screen form a touch screen, but the method is convenient for example. The control module can be a wireless identification device, a code scanner, a keyboard, a mouse, or a video recognition device. ~ Step (c): The front-end servo host will send an identification signal for displaying the product, and after receiving the identification signal from the back-end servo host, the corresponding advertisement film will be collected through the internal advertisement database' and then displayed on the display screen of the multimedia playback device. Play an ad movie and provide information about the user’s product. The above-mentioned back-end server will record various management materials such as member login time and logout time, member consumption record, number of product sales, number of advertisements played, time of advertisement play, mode of advertisement play, and number of clicks by consumers; The number of clicks is provided to the manager as the basis for the hot product list, and the above-mentioned number of advertisements, the time of the advertisement, and the manner in which the advertisement is played are used as the basis for charging the advertiser. When the back-end servo host cannot collect the advertisement video and product-related information of the consumer, the back-end server will generate an error message to the manager to inform the manager that the advertisement video and the product-related information do not exist or The data file is corrupt. Step (D): When the consumer takes the membership card to the passive playback mode of the multimedia playback device, the member will enter the member area, and if it enters the conference area, the hometown will be installed. The step-by-step display shows the special lock information and historical consumption information of the members. If the information is entered into the eight member area, the multimedia player displays the information related to the general user _ advertising film and product. j multi-wei play equipment - like the enemy, the machine, the wheel

體i二=來進仃廣告影片的播放，當消f者操控多媒放。置時，會以互動或插撥方式來進行廣告影片的播非接圭實施例中，上述步驟⑼的會員卡内部具有-非接觸式無線射頻辨識標_ifareRFIDTag)。置將戶多媒體播放裝置可進—步透過—資料傳輸裝、/ 錄的相關管理資料傳輸給遠端管理人員；上述資Body i = = to enter the play of the advertising film, when the consumer controls the multimedia. In the embodiment, the member card of the above step (9) has a non-contact radio frequency identification tag _ifare RFIDTag. The home multimedia playback device can be further transmitted to the remote management personnel through the relevant management data of the data transmission device and/or recording;

^輸裝置鱗輕、記針、有驗位、魏網路、行 1、無線網路、藍芽或紅外線的其中—種傳輸介面。 j閱第5圖所示’從傳統多媒體裝置的播放功能來看，原來分為以下四類： 2播針對特定的廣告商品，當顧客拿取商品時，廣 :機曰立即播放商品廣告，立刻讓顧客看見商品資 ^ ’此階段岐錄高，由於廣告轉魏即時性， 1比傳統廣告資訊傳遞方式來得更加生動，而這項月t*也針對有意願購買的;肖費者，也就是對於特定族群來播放廣告’麵最有效軸廣告效果。 2·輪播：帶狀的廣告影片可依照其先後順序播放，可以應用在特定的銷售區，例如：化妝品、香水、專櫃等等’會依照該銷售區的性質來播放屬於該區的廣告，也就是鎖定特定區來播放商品廣告，能夠使消費者在逛街時就能夠看見產品廣告，提供他們購買產品時的選擇性增加；並且加深他們對於商品的印象。 3, 定時：廠商能夠購買固定的時段’使廣告機在統一的時間下，播放特定廠商的產品廣告。例如：在用餐時段可播放類似食品廣告，增加消費者購買意願。也就是根據不同時段需求來播放不同類型的廣告資訊以吸引消費者的注意力。 4. 隨機：係指一般廣告機在無人使用的狀態下，會以隨機播放的方式來播放廣告，在此階段沒有區分廣告的商品。而此播放功能的好處即是便宜，並且可以橫跨任何時段，增加曝光率，但是對於潛在的消費者卻沒辦法。〆本發明加入了新的互動式播放功能，就針對特定的商品以及顧客的喜好，提供消費者所預期的廣告影片資訊，可加強消費者對於商品的吸引力，並且在互動模式中能夠增加消費者紐產品之滿意度，因此互_式所能呈現之效果以及產生之成效將會大過於目前所見之任何一種廣告播放模式。、請參閱第6圖至第7圖所示，本發明另揭露一種互動式多媒體訊息播放系統，包含：一智慧型展示架⑴，上述 201120682 θ ’從里展示架10上具有複數個展示商品11，且上述展示商品11設有—主動式即®標籤12及一位移感測器13 ; 一夕媒體播放裝置20’配合播放上述展示商品u的互動廣告及資訊需求’上述多媒體播放裝置20設有一伺服主機21 .，並且電性連接一播放多媒體資訊的顯示螢幕24以及一供使 f者輸入請求的控制模、组25，上述飼服主機21内部設有一前端伺服主機22及-後端概主機23，上述前端伺服主機 22用以處理控莫組25的輸入，並以RFID讀取裝置221 來接收訊號控制，社舰端鑛主機23存放-管理系統 231與為料庫232，用以提供上述前端飼服主機a要求對，展示商品11的互動廣告及資訊需求；以及-個以上的會員卡30，上述會員卡30設有一被動式RFID標籤31，配合上述前端飼服主機22的謂D讀取裝置22ι感應，並以後端伺服主機23的管理系統231整合成一會員管理系統。上述多媒體播放裝置20進-步於後端舰主機23設 • 有一將所記錄的相關管理資料傳輸至遠端管理人員的資料傳輸裝置233。於-較佳實施例中，上述資料傳輸裝置如為一無線網路，但此用為方便舉例說明，並非加以限制，亦即上述資料傳輸裝置233亦可為隨身碟、記憶卡、有線數位、有線網路、行動電話、料或紅外線的其中一種傳輸介面。於一可行實施例中，上述控制模組25設為一設置於顯示螢幕表面的觸控模組，此一觸碰模組於顯示螢幕24形成一觸控式螢幕，但此用為方便舉例說明，並非加以限制， 201120682 種輸 :即上2控制模組25可為一無線辨識裝置、一條碼掃描器、-按鍵盤、-概或是―視觸魏入裝置。本發明應用觸碰螢幕的優點如下： 1·相較之下觸控式螢幕比滑鼠、鍵盤具有較好的手與眼睛協調配合。 2. 運關控式螢幕點選-侧位需要較少的思考，且是一個容易使用的一個操作方式。^Transmission device scale, pin, check, Wei network, line 1, wireless network, Bluetooth or infrared. j read Figure 5, 'from the traditional multimedia device playback function, the original is divided into the following four categories: 2 broadcast for specific advertising products, when the customer takes the goods, wide: the machine immediately plays the product advertisement, immediately Let customers see the goods ^ 'This stage is high, because the advertisements turn to Wei instant, 1 is more vivid than the traditional advertising information transmission method, and this month t* is also aimed at the willingness to buy; Xiao Fei, that is For the specific ethnic group to play the ad 'face most effective axis advertising effect. 2. Rotation: The strip of advertising videos can be played in the order of their order, and can be applied to specific sales areas, such as cosmetics, perfumes, counters, etc. 'The advertisements belonging to the area will be played according to the nature of the sales area. That is, locking a specific area to play a commercial advertisement enables consumers to see product advertisements while shopping, providing them with an optional increase in the purchase of products; and deepening their impression of the product. 3. Timing: Vendors can purchase fixed time slots to enable the advertising machine to broadcast product advertisements of specific vendors under a uniform time. For example, similar food advertisements can be played during the meal period to increase consumers' willingness to purchase. That is to say, different types of advertising information are played according to different time periods to attract consumers' attention. 4. Random: It means that the general advertising machine will play the advertisement in random mode when it is not used. At this stage, there is no distinction between the products of the advertisement. The benefits of this playback feature are cheap and can increase exposure across time, but there is no way for potential consumers. The present invention incorporates a new interactive play function that provides consumer-recommended advertising video information for specific merchandise and customer preferences, enhances consumer appeal to merchandise, and increases consumption in an interactive mode. The satisfaction of the new products, so the effect of the mutual _ style can be more effective than any of the advertising modes currently seen. Referring to FIG. 6 to FIG. 7 , the present invention further discloses an interactive multimedia message playing system, comprising: a smart display stand (1), wherein the above-mentioned 201120682 θ ' has a plurality of display products 11 from the display stand 10 And the display product 11 is provided with an active ie® tag 12 and a displacement sensor 13; an overnight media playback device 20 ′ cooperates with the interactive advertisement and information request of the display product u. The multimedia playback device 20 is provided with a The server 21 is electrically connected to a display screen 24 for playing multimedia information, and a control module and group 25 for inputting a request. The feeding host 21 is internally provided with a front-end servo host 22 and a back-end host. 23, the front-end servo host 22 is used to process the input of the control group 25, and receives the signal control by the RFID reading device 221, and the storage-management system 231 and the storage system 232 are used to provide the above-mentioned The front-end feeding host a requires the interactive advertising and information needs of the display item 11; and more than one member card 30, the above-mentioned member card 30 is provided with a passive RFID tag 31, The D-reading device 221 of the front-end feeding host 22 is sensed and integrated into a member management system by the management system 231 of the back-end servo host 23. The multimedia playback device 20 is further provided to the back-end ship host 23 with a data transmission device 233 for transmitting the recorded relevant management data to the remote management personnel. In the preferred embodiment, the data transmission device is a wireless network, but is used for convenience of illustration and is not limited. The data transmission device 233 can also be a flash drive, a memory card, or a wired digit. One of the transmission interfaces of wired networks, mobile phones, materials or infrared. In a possible embodiment, the control module 25 is configured as a touch module disposed on the surface of the display screen. The touch module forms a touch screen on the display screen 24, but the method is convenient for example. , is not limited, 201120682 kinds of input: the upper 2 control module 25 can be a wireless identification device, a code scanner, - press the keyboard, - or - visual access device. The advantages of the touch screen of the present invention are as follows: 1. In contrast, the touch screen has better hand and eye coordination than the mouse and the keyboard. 2. The operation-controlled screen selection - the side position requires less thinking and is an easy to use operation.

3. 最容易操作且最方便的設備。 4. 無需要額外的操作空間。 5·在開放的公共範圍中較耐用與較高的使用量。上述管理系統231内部儲存會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放時間、廣告播放方式以及消費者點閱次數之各種不同 a己錄為料’但此用為方便舉例說明，並非加以限制。於一較佳實施例中，上述RFID讀取裝置221具有一主動式RFID讀取器222以及一被動式rfid讀取器223，上述主動式RFID讀取器222採用433·92ΜΗζ，而上述被動式 RFID讀取器223採用13.56MHz;而上述主動式RFID標籤 12配合主動式RFID讀取器222設為433MHz，此電子標籤具有振動傳感功能，可根據環境的振動情形，做出相對應的操作，此外’上述被動式RFID標籤31配合被動式RFID 讀取器223設為13.56MHz，此電子標籤具有電子錢包之功能，使將來在衍生發展時，可加入無人收費的系統。 201120682 上述後端伺服主機23的管理系統231具有人員權限管理、會員管理及商品管理等三大部分，其中，人員權限管理將使用者分為管理人員、一般顧客以及會員顧客；而會員管理用以記錄會員登入歷史訊息、會員列表、新會員登入等相關資訊；而商品管理用以新增、修改、刪除商品名稱及商品展示内容、自動重複播放功能、瀏覽時可自動記錄觀看次數。請參閱第8圖所示，本發明於實施時，廠商提供商品廣告之後，將多媒體格式轉換成同一種播放格式，再將檔案傳至後端伺服主機，由後端伺服主機資料庫建立檔案以及派送的排程，再將多媒體檔案依照裝置的擺放位置來發送多媒體的檔案，傳送完成之後在次確認廣告機是否已接收到廣告，並將記錄寫入資料庫。此時如有消費者拿取互動式廣告機相關之特定商品，多媒體播放系統則會以互動及插播方式來播放廣告，而原先待機狀況猶_放廣告，财被情掉。經由後端祠服主機來設定廣告财舰的廣告播放狀況，所有的派送以及播放資料’都會_至資料庫中，可提供給管理人員做為參考。管理人員可依照回傳至資料庫中的數據，例如··銷售數量、消#者__告的次數、廣告播放的次數、時間、與方式等資訊’作為向廠商收取廣告減的收費標準^ 由此可知’本發明互動式多媒體訊息播放系統將實體店面的優點結合網際網路上的優點做—整合，能夠吸引所 20 201120682 有消費族群’在要購買商品時都可以在互動式的廣告機中觀看到充足的商品訊息。不僅能夠使各消費族群的消費者在購物時能夠充分了解商品，也可以重新吸引年輕的消費族群或是習慣網路購物的消費族群他們到實體賣場來購物，原因在於賣場不僅有網路上充足的商品訊息’且可以在賣場中觀看到實體商品。這種互動式商品廣告機也可減少賣場人員降低銷售人員的講解錯誤，使得每一位消費者在購物的時候都有充足的商品訊息，提升消費者的購買意願。傳統多媒體播放裝置的架構，大多都是以單方面傳遞訊息為主，並無互動功能，而影響廣告價值的三個認知構面如下： 1.為訊性.廣告扮演提供資訊的角色，是其最主要的功能，從消費者的觀點來看，廣告應能告知消費者完整的產品選擇資訊，如此才能在購買過程中獲得最大的滿足。 2·娛樂性：有趣或令人愉快、喜歡_告被認為對於品牌態度有正面的影響，也從使用與滿足的角度出發認為，娱樂的價值在於其滿足閱聽人逃避、脫轨、審美及情緒釋放的需求。 3.干擾性：當廣告不能提供消費者所能期望的功能，轉移消費者對其他有興趣事務的注意力時，將會使消費者產生焦慮的心情，進而使消費者對廣告產生負面的態度。廣告若讓消費感到厭惡時，其結果將導致不良 21 201120682 的廣告效果，不同媒體廣告對於消費者同樣會產生干擾情緒’影響對媒體的評價。本發明互動式多媒_放系統在基本㈣訊性方面，提供消費者想要得㈣最主要廣告資訊，在縣性方面，從互動模式愧夠提升㈣者對品的喜好錢深刻印象’而在干擾性方面，由於系統中互動模式有針對特定消費者族群’所以能夠降低消費者對於沒辦法提供他所麵的廣告，進而產生的負面情緒。 _ 、综上所述’本發曰月透過主動式及被動式RFID設備來配合展示商品及會S卡制形成—可與職者產生互動的多媒體播放裝置’針對特定的商品以及顧客的喜好，提供消費者所職的廣告影片資訊，可加強消費者對於商品的吸引力’並^在互賴式中_增加職者對於產品之滿意度’改善傳統播放廣告方式，藉以增加消費者的購買您望。此外’在於>肖費者若要購買商品時無須再到網路上做 # 商0口為訊收哥’直接可以在賣場中看到即時更新的商品資訊及價格，而且多媒體播放裝置的操作介面簡單明瞭，讓第- 人使用廣告機的消費者也能夠輕鬆上手。以上所舉實施例，僅用為方便說明本發明並非加以限制’在不離本發明精神範疇，熟悉此一行業技藝人士依本發明申請專職圍及發明綱所作之各種簡$變形與修飾’均仍應含括於以下申請專利範圍中。3. The easiest and most convenient device to operate. 4. No additional operating space is required. 5. Durable and high usage in the open public domain. The management system 231 internally stores the member login time and logout time, the member consumption record, the number of product sales, the number of times the advertisement is played, the time of the advertisement, the manner in which the advertisement is played, and the number of times the number of consumers clicks. For convenience of illustration, it is not limited. In a preferred embodiment, the RFID reading device 221 has an active RFID reader 222 and a passive RFID reader 223. The active RFID reader 222 uses 433.92 inches, and the passive RFID read. The extractor 223 adopts 13.56 MHz; and the active RFID tag 12 and the active RFID reader 222 are set to 433 MHz, and the electronic tag has a vibration sensing function, and can perform corresponding operations according to the vibration situation of the environment. The passive RFID tag 31 described above is equipped with a passive RFID reader 223 set to 13.56 MHz. This electronic tag has the function of an electronic wallet, so that it can be added to an unattended system in the future. 201120682 The management system 231 of the backend server 23 has three parts: personnel authority management, member management, and product management. The personnel authority management divides the user into management personnel, general customers, and member customers. Record member login history information, member list, new member login and other related information; and product management to add, modify, delete product name and product display content, automatic repeat play function, automatically record the number of views when browsing. Referring to FIG. 8 , in the implementation of the present invention, after the manufacturer provides the product advertisement, the multimedia format is converted into the same playback format, and then the file is transmitted to the back-end server, and the file is created by the back-end server database. The dispatched schedule will then send the multimedia file according to the location of the device. After the transfer is completed, it is confirmed whether the advertisement has received the advertisement and the record is written into the database. At this time, if a consumer takes a specific product related to an interactive advertising machine, the multimedia playback system will play the advertisement in an interactive and interstitial manner, and the original standby status is still advertised, and the money is loved. The advertisement playing status of the advertising ship is set via the back-end service host, and all the delivery and playing materials are _ to the database, which can be provided to the management for reference. The management personnel can follow the data returned to the database, such as ··the number of sales, the number of __ __ sue, the number of times the advertisement is played, the time, the way and the like, as the charging standard for charging the manufacturer. It can be seen that the interactive multimedia message playing system of the present invention combines the advantages of the physical storefront with the advantages of the Internet to attract the 20 201120682 consumer groups' can be in the interactive advertising machine when purchasing goods. Watch ample product news. Not only can consumers of various consumer groups fully understand the products when shopping, but also re-engage young consumers or consumers who are accustomed to online shopping to shop at physical stores, because the stores not only have sufficient internet access. Product message 'and can see physical goods in the store. This kind of interactive merchandising machine can also reduce the error of the sales staff to reduce the salesperson's explanation, so that each consumer has sufficient merchandise information when shopping, and enhances the consumer's willingness to purchase. Most of the traditional multimedia player architectures are based on unilateral delivery of messages, and there is no interactive function. The three cognitive facets that affect the value of advertising are as follows: 1. The role of information-based advertising. The main function, from the consumer's point of view, should be able to inform consumers of complete product selection information so that they can get the most satisfaction in the purchase process. 2. Entertaining: Interesting or enjoyable, likes. It is considered to have a positive impact on brand attitude. From the perspective of use and satisfaction, the value of entertainment is that it satisfies the audience's escape, derailment, aesthetics and The need for emotional release. 3. Interference: When advertising can't provide the functions that consumers can expect, and shifting consumers' attention to other interested matters, it will cause consumers to feel anxious, and then make consumers have a negative attitude towards advertising. . If advertisements are disgusting to consumption, the result will be poor advertising performance of 21 201120682, and different media advertisements will also cause interference to consumers' influence on the media. The interactive multimedia mediation system of the present invention provides the most important advertising information that the consumer wants in the basic (four) communication aspect, and in the county aspect, the interaction mode is sufficient to enhance (4) the person is deeply impressed by the product's preference. In terms of interference, because the interaction pattern in the system is targeted at specific consumer groups, it can reduce the negative emotions that consumers have in the way of not providing the advertisements they face. _ In summary, 'this is a month of launching an active and passive RFID device to match the display of merchandise and the S-card system. The interactive multimedia player can be used to provide specific interactive products and customer preferences. The advertising video information of the consumer can enhance the consumer's attraction to the product' and ^ in the inter-relationship _ increase the satisfaction of the product for the product' to improve the traditional way of advertising, in order to increase consumer purchases you hope . In addition, 'should> Xiao Fei who wants to buy goods without having to go to the Internet to do #商0口为收收哥' can directly see the updated product information and price in the store, and the operation interface of the multimedia player Simple and straightforward, consumers who use the first person to use the advertising machine can also easily get started. The above-mentioned embodiments are merely used for the convenience of the description of the present invention, and are not intended to be limited to the scope of the invention. Those skilled in the art will be able to apply for the full range of inventions and inventions. It should be included in the scope of the following patent application.

22 201120682 【圖式簡單說明】第1圖係本發明互動式多媒體播放系統處理架構的示意圖；第2圖係本發明一般使用者的使用流程圖；第3圖係本發明會員的使用流程圖；第4圖係本發明互動式多媒體播放方法的流程圖；第5圖係本發明多媒體装置播放功能的示意圖；第6圖係本發明多媒體訊息播放系統的立體圖；22 201120682 [Simplified description of the drawings] Fig. 1 is a schematic diagram of the processing architecture of the interactive multimedia playback system of the present invention; Fig. 2 is a flow chart of the use of the general user of the present invention; and Fig. 3 is a flow chart of the use of the members of the present invention; 4 is a flow chart of the interactive multimedia playing method of the present invention; FIG. 5 is a schematic view showing a playing function of the multimedia device of the present invention; FIG. 6 is a perspective view of the multimedia message playing system of the present invention;

第7圖係第6圖内部結構的示意圖；以及第8圖係本發明實施輕作⑽流程圖。【主要元件符號說明】Fig. 7 is a schematic view showing the internal structure of Fig. 6; and Fig. 8 is a flow chart showing the implementation of the invention (10). [Main component symbol description]

10…一智慧型展示架 11 展示商品 12主動式RFID標籤 13一…位移感測器 20一…多媒體播放裝置 21伺服主機 22一…前端伺服主機 221~~RFID讀取裝置 222—主動式Rpn)讀取器 223-…被動式RFID讀取器 23…後端伺服主機 231·…管理系統 232— 資料庫 233- …資料傳輸裝置 24顯示螢幕 25…控制模組 30…會員卡 31…被動式RFID標籤 2310...a smart display stand 11 display product 12 active RFID tag 13 - displacement sensor 20 - multimedia playback device 21 servo host 22 - front end servo host 221 ~ ~ RFID reading device 222 - active Rpn) Reader 223-...passive RFID reader 23...backend servo host 231·...management system 232-database 233- ...data transfer device 24 display screen 25...control module 30...member card 31...passive RFID tag 23

Claims

201120682 七、申請專利範圍： 1. 一種互動式多媒體訊息播放方法，包含： (A) 提供一具有前端伺服主機及後端伺服主機的多媒體播放裝置，並將智慧型展示架上的展示商品裝設主動式RFID標籤及位移感測器，其中，上述前端伺服主機具有一主動式RpjD讀取器及一被動式 RFID讀取器； (B) 消費者自智慧型展示架上拿取展示商品，由黏附在展不商品的主動式RFID標籤及位移感測器立即感應’發送RFID訊號至多媒體播放裝置的前端伺服主機； (C) 前端伺服主機會發出展示商品的辨識訊號，並由後端伺服主機收到辨識訊號後，經由内部廣告資料庫來收尋對應的廣告影片，再透過多媒體播放裝置的顯示螢幕播放出廣告影片，同時提供使用者商品的相關資訊；以及 (D) 當消費者拿取會員卡至多媒體播放裝置的被動式 RFID讀取器感應讀取時，會員自行決定是否進入會員專區，若是進入會員專區，多媒體播放裝置將進一步顯示專屬於會員的促銷訊息以及歷史消費資訊，如果不進入會員專區，多媒體播放裝置則顯示與一般使用者相同的廣告影片及商品相關資訊。 2. 如申晴專利範圍第1項所述之互動式多媒體訊息播放方法’其中，步驟（C)的後端伺服主機若無法收尋到消費 201120682 者拿取商品的廣告影片、商品相關資訊時，後端伺服主機將產生錯誤訊息至管理人員，告知廣告影片及商品相關資訊不存在或是資料檔案已損壞。 3. 如申請專圍第丨項所述之互動式多媒體訊息播放方法，其中，上述後端伺服主機會記錄會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放_、廣告播放方如及、;肖費者關次數的各種不同管理資料。 4. 如申請專利範圍第3 述之互動❹髓訊息播放方法’其中’上述消費者點閱次數是提供給管理人員作為熱門商品排行榜的依據資料。 5. 如U利fc®第3項所述之互動式多媒體訊息播放方法八中上述廣告播放次數、廣告播放時間及廣告播放方式作為向廣告商家收費的依據資料。 6. 如U利㈣第3項所述之互動式多媒體訊息播放方法/、中上述夕媒體播放裝置進一步透過一資料傳輸裝置將所記錄_關管理:#料傳輸給遠端管理人員。 7如申^她圍第6項所述之互動式多媒體訊息播放方八’上述資料傳輸裝置為隨身碟、記憶卡、有線的其中-種傳輸介I無線網路、藍芽或紅外線 H!利範圍第1項所述之互動式多媒想訊息播放方識榫i。述會貞卡⑽具有—非接觸^無線射賴 201120682 9·如申请專利範圍第1項所述之互動式多媒體訊息播放方法’其中，右消費者沒有拿取展示商品，而是直接透過前端词服主機的控繼減選商品資訊，前端舰主機會發出展τ商品物識訊號，並由後輔服主機接收辨識訊號後’播放出對應的廣告景彡片，同時提供使用者商品的相關資訊。 10·如申料利範H第9項所述之互動式多媒體訊息播放方法，其中，上述控制模組為一無線辨識裝置、一條碼鲁掃描器、-視訊辨識裝置、一按鍵盤、一滑鼠或是一設置於顯示螢幕表面的觸控模組的其中一種輸入裝置。 11.如申請專利範圍第！項所述之互動式多媒體訊息播放方法，其中，上述多媒體播放裝置於一般待機狀況時，以隨機、輪播或定時方式來進行廣告影片的播放，當消費者操控多媒體播放裝置時，會以互動或插撥方式來進行廣告影片的播放。 • I2.一種互動式多媒體訊息播放系統，包含：一智慧型展示架，上述智慧型展示架上具有複數個展示商πσ，且上述展示商品設有一主動式^piD標籤及一位移感測器；一多媒體播放裝置，配合播放上述展示商品的互動廣告及資訊需求，上述多媒體播放裝置設有一伺服主機，並且電性連接一播放多媒體資訊的顯示螢幕以及一供使用者輸入請求的控制模組，上述伺服主機内部設有一前端伺服主機及一後端伺服主機，上述前端伺服主機 26 201120682 用以處理控制模組的輸入，並a奸仍冑取裝置來接收訊號控制’而上述後端飼服主機存放一管理系統與一資料庫，用以提供上述;t端舰主機要求對應展示商品的互動廣告及資訊需求，·以及一個以上的會員卡，上述會員卡設有一被動式 RFID標籤，配合上述前端伺服主機的处仍讀取裝置感應，並以後端伺服主機的管理系統整合成—會員管理系統。 13. 如申請專利範圍第12項所述之互動式多媒體訊息播放系統，其中，上述RFID讀取裝置具有一主動式处仍讀取器以及一被動式处①讀取器。 14. 如申明專利範圍帛12項所述之互動式多媒體訊息播放系統，其中，上述多媒體播放裝置進一步設有一將所記錄的相關管理資料傳輸至遠端管理人員的資料傳輸裝置。 15. 如申4專利範圍第M項所述之互動式多舰訊息播放系統，其中，上述資料傳輸裝置為隨身碟、記憶卡、有線數位、有線網路、行動電話、無線網路、藍芽或紅外線的其中一種傳輸介面。如U利範圍第12項所述之互動式多媒體訊息播放系統，其中，上述控制模組為一無線辨識裝置、一條碼掃描器、一視訊辨識裝置、一按鍵盤、一滑鼠或是一設置於顯示絲表面的觸控模組的其中-種輸入裝置。 π·如申4專利範圍帛12項所述之互動式多舰訊息播放 27 201120682 系統，其中，上述管理系統内部儲存會員登入時間及登出時間、會員消費記錄、商品銷售數量、廣告播放次數、廣告播放時間、廣告播放方式以及消費者點閱次數之各種不同記錄資料。 18. 如申請專利範圍第12項所述之互動式多媒體訊息播放系統，其中，上述後端伺服主機的管理系統具有人員權限管理、會員管理及商品管理三大部分。 19. 如申請專利範圍第18項所述之互動式多媒體訊息播放 • 系統，其中，上述人員權限管理將使用者分為管理人員、一般顧客以及會員顧客；會員管理用以記錄會員登入歷史訊息、會員列表、新會員登入等相關資訊；而商品管理用以新增、修改、刪除商品名稱及商品展示内容、自動重複播放功能、瀏覽時可自動記錄觀看次數。201120682 VII. Patent application scope: 1. An interactive multimedia message playing method, comprising: (A) providing a multimedia playing device with a front-end servo host and a back-end servo host, and installing the display products on the smart display stand An active RFID tag and a displacement sensor, wherein the front-end servo host has an active RpjD reader and a passive RFID reader; (B) the consumer picks up the display product from the smart display stand, and adheres The active RFID tag and displacement sensor in the exhibition does not immediately sense 'send the RFID signal to the front-end servo host of the multimedia player; (C) the front-end servo host will send the identification signal of the displayed product, and the back-end servo host will receive the identification signal. After the identification signal, the corresponding advertisement film is collected through the internal advertisement database, and then the advertisement film is played through the display screen of the multimedia playback device, and the relevant information of the user product is provided; and (D) when the consumer takes the member When the passive RFID reader of the card to the multimedia playback device senses the reading, the member decides at the discretion Enter the member area, if entering the member area, the multimedia playback device will further show exclusively for members of promotional message and the history of consumer information, if you do not enter the member area, multimedia player then was the same show with the average user advertising video and merchandise related information. 2. For the interactive multimedia message playing method described in item 1 of the Shenqing patent scope, in which the back-end servo host of step (C) cannot collect the advertisement video and product-related information of the product when the consumer spends 201120682 The backend server will generate an error message to the administrator to inform the advertisement film and the product related information that the information does not exist or the data file is damaged. 3. For the interactive multimedia message playing method described in the above-mentioned item, the above-mentioned back-end server will record the member login time and log-out time, member consumption record, product sales quantity, advertisement play times, and advertisement play. _, the advertising player is like, and the various management materials of the number of times. 4. For example, the interactive video message method described in the third paragraph of the patent application's 'the above number of consumer clicks is the basis for the management to be the hot commodity leaderboard. 5. The above-mentioned advertisement play times, advertisement play time and advertisement play method in the interactive multimedia message playback method described in item 3 of U-fc® are used as the basis for charging the advertisement merchant. 6. The interactive multimedia message playing method described in item 3 of U (4), and the above-mentioned eve media playing device further transmits the recorded_off management: # material to the remote management personnel through a data transmission device. 7For example, the interactive multimedia message player described in item 6 of the above is the above-mentioned data transmission device, which is a portable disk, a memory card, a wired one, a wireless network, a Bluetooth or an infrared H! The interactive multimedia-like message playing party mentioned in the first item of the scope is 榫i. The Leica (10) has - non-contact ^ wireless shooting 201120682 9 · The interactive multimedia message playing method described in claim 1 of the patent scope, wherein the right consumer does not take the display of the product, but directly through the front-end words After controlling the host to reduce the selection of product information, the front-end ship host will send out the display of the product information of the product, and after receiving the identification signal, the host will receive the corresponding advertisement scene and provide relevant information of the user's goods. . 10. The method for playing interactive multimedia message according to claim 9, wherein the control module is a wireless identification device, a code scanner, a video recognition device, a keyboard, a mouse Or one of the input devices of the touch module disposed on the surface of the display screen. 11. If you apply for a patent scope! The interactive multimedia message playing method according to the item, wherein the multimedia playing device performs the playing of the advertising film in a random, carousel or timed manner in a normal standby state, and interacts when the consumer controls the multimedia playing device. Or insert the way to play the ad movie. • I2. An interactive multimedia message playback system comprising: a smart display stand having a plurality of exhibitors πσ on the smart display stand, and the display product is provided with an active ^piD tag and a displacement sensor; A multimedia playback device is provided with an interactive advertisement and information request for displaying the above-mentioned display product. The multimedia playback device is provided with a servo host, and is electrically connected to a display screen for playing multimedia information and a control module for inputting a request by the user. The servo host has a front-end servo host and a back-end servo host. The front-end servo host 26 201120682 is used to process the input of the control module, and the device still receives the device to receive the signal control' while the rear-end feeding host stores a management system and a database for providing the above; the t-side ship host requires interactive advertising and information requirements for displaying the product, and one or more membership cards, the member card is provided with a passive RFID tag, and the front-end server is provided Still reading device sensing, and the end servo The management system of the host is integrated into a member management system. 13. The interactive multimedia message playing system of claim 12, wherein the RFID reading device has an active type still reader and a passive type 1 reader. 14. The interactive multimedia message playing system of claim 12, wherein the multimedia playing device further comprises a data transmitting device for transmitting the recorded related management data to the remote management personnel. 15. The interactive multi-ship message playing system according to item 4 of claim 4, wherein the data transmission device is a flash drive, a memory card, a cable digital network, a wired network, a mobile phone, a wireless network, or a Bluetooth device. Or one of the transmission interfaces of infrared. The interactive multimedia message playing system of claim 12, wherein the control module is a wireless identification device, a code scanner, a video recognition device, a keyboard, a mouse or a setting One of the input devices of the touch module for displaying the surface of the wire. π· The application of the interactive multi-ship message broadcast 27 201120682 system as described in claim 4, wherein the management system internally stores the member login time and logout time, the member consumption record, the number of products sold, the number of times the advertisement is played, Various recordings of the ad play time, the way the ad is played, and the number of times the consumer clicks. 18. The interactive multimedia message playing system according to claim 12, wherein the management system of the back-end servo host has three parts: personnel authority management, member management, and commodity management. 19. The interactive multimedia message playing system according to claim 18, wherein the personnel authority management divides the user into a manager, a general customer, and a member customer; the member management records the member login history information, Member list, new member login and other related information; and product management to add, modify, delete product name and product display content, automatic repeat play function, automatically record the number of views when browsing.