TWI748614B - Management platform and dynamic marketing management system for dynamically promoting marketing information to environmental display devices - Google Patents

Management platform and dynamic marketing management system for dynamically promoting marketing information to environmental display devices Download PDF

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TWI748614B
TWI748614B TW109129276A TW109129276A TWI748614B TW I748614 B TWI748614 B TW I748614B TW 109129276 A TW109129276 A TW 109129276A TW 109129276 A TW109129276 A TW 109129276A TW I748614 B TWI748614 B TW I748614B
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marketing
display device
marketing information
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TW202209218A (en
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林起帆
白仁豪
沈家宇
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第一商業銀行股份有限公司
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Abstract

一種對環境顯示裝置動態推播行銷資訊的管理平台，包括儲存有複數筆應用程式帳號及其對應的用戶資料的一用戶資料庫、接收來自一使用者裝置的回應訊號並依據該回應訊號取得時間資料及位置資料且在該用戶資料庫中辨識一應用程式帳號的一帳號管理單元、儲存有複數筆行銷資訊的一行銷資料庫、一分析單元及一顯示裝置管理單元。分析單元依據該應用程式帳號讀取用戶資料，並依據該用戶資料、時間資料及位置資料在該行銷資料庫中決定出一推薦行銷資訊。顯示裝置管理單元接收該推薦行銷資訊，並針對觸發該使用者裝置發送回應訊號的一近接感知設備所在的一環境顯示裝置發出一推播請求，使環境顯示裝置推播該推薦行銷資訊。A management platform for dynamically pushing marketing information to environmental display devices, including a user database storing a plurality of application program accounts and their corresponding user data, receiving a response signal from a user device, and obtaining time based on the response signal Data and location data are identified in the user database, an account management unit of an application account, a marketing database storing a plurality of marketing information, an analysis unit and a display device management unit. The analysis unit reads user data based on the application account, and determines a recommended marketing information in the marketing database based on the user data, time data, and location data. The display device management unit receives the recommended marketing information, and sends a push request to an environmental display device where a proximity sensing device that triggers the user device to send a response signal is located, so that the environmental display device pushes the recommended marketing information.

Description

對環境顯示裝置動態推播行銷資訊的管理平台及動態行銷管理系統Management platform and dynamic marketing management system for dynamically promoting marketing information to environmental display devices

本發明是有關於一種行銷系統，特別是指一種偵測及分析鄰近客戶屬性而在環境顯示裝置上動態推播行銷資訊的管理平台及動態行銷管理系統。The present invention relates to a marketing system, in particular to a management platform and a dynamic marketing management system that detect and analyze the attributes of neighboring customers and dynamically push marketing information on an environmental display device.

設置在公共場所的環境顯示裝置，諸如車站月台、商場牆面、服務櫃台等候區的LED或液晶顯示裝置，甚至戶外電視牆等，可用於進行活動宣導或播放行銷資訊。該等環境顯示裝置所播放之資訊多由場所負責業者或廣告企劃商提供，並在預定的期間內固定播放或輪播。Environmental display devices installed in public places, such as LED or liquid crystal display devices in station platforms, shopping mall walls, service counter waiting areas, and even outdoor TV walls, can be used to promote activities or broadcast marketing information. The information broadcasted by these environmental display devices is mostly provided by the venue responsible business or advertising planner, and is broadcast or rotated in a predetermined period of time.

然而，由於出現在該公共場所的消費者未必是該行銷資訊所對應的客群，固定播放或輪播的方式經常難以吸引消費者目光，無法有效地達到行銷效果。However, since the consumers who appear in the public place may not be the customer group corresponding to the marketing information, the fixed broadcast or carousel method is often difficult to attract the attention of consumers and cannot effectively achieve the marketing effect.

因此，本發明之目的，即在提供一種可根據使用者的屬性或位置而對環境顯示裝置動態推播行銷資訊的管理平台及具有該管理平台的動態行銷管理系統。Therefore, the purpose of the present invention is to provide a management platform that can dynamically push marketing information to an environmental display device according to a user's attributes or location, and a dynamic marketing management system with the management platform.

於是，本發明動態行銷管理系統，搭配一使用者裝置以及一環境顯示裝置共同運作，該使用者裝置安裝有一應用程式，該系統包含一近接感知設備及該管理平台。Therefore, the dynamic marketing management system of the present invention works together with a user device and an environment display device. The user device is installed with an application program. The system includes a proximity sensing device and the management platform.

該近接感知設備設置於該環境顯示裝置處，用於對進入一訊號區域內的該使用者裝置推送一近接訊號，使該使用者裝置的該應用程式受該近接訊號觸發而發出一回應訊號。The proximity sensing device is arranged at the environment display device, and is used to push a proximity signal to the user device entering a signal area, so that the application program of the user device is triggered by the proximity signal to send a response signal.

該管理平台包括一用戶資料庫、一帳號管理單元、一行銷資料庫、一分析單元及一顯示裝置管理單元。The management platform includes a user database, an account management unit, a marketing database, an analysis unit and a display device management unit.

該用戶資料庫儲存有複數筆應用程式帳號及其對應的用戶資料。該帳號管理單元與該用戶資料庫連接，接收來自該使用者裝置的該回應訊號，並依據該回應訊號取得一時間資料及一位置資料，且在該用戶資料庫中辨識一應用程式帳號。該行銷資料庫儲存有複數筆行銷資訊。該分析單元與該用戶資料庫、該行銷資料庫及該帳號管理單元連接，依據該應用程式帳號讀取該用戶資料，並依據該用戶資料、時間資料及位置資料其中至少一者在該行銷資料庫中決定出一推薦行銷資訊。該顯示裝置管理單元與該分析單元以及該環境顯示裝置連接，接收該推薦行銷資訊並針對觸發該使用者裝置發送該回應訊號的該近接感知設備所在的該環境顯示裝置發出一推播請求，使環境顯示裝置推播該推薦行銷資訊。The user database stores a plurality of application program accounts and their corresponding user data. The account management unit is connected to the user database, receives the response signal from the user device, obtains a time data and a location data according to the response signal, and identifies an application account in the user database. The marketing database stores multiple pieces of marketing information. The analysis unit is connected to the user database, the marketing database, and the account management unit, reads the user data based on the application account, and based on at least one of the user data, time data, and location data in the marketing data A recommended marketing information is determined from the library. The display device management unit is connected to the analysis unit and the environment display device, receives the recommended marketing information, and sends a push request to the environment display device where the proximity sensing device that triggers the user device to send the response signal is located, so that The environmental display device pushes the recommended marketing information.

本發明之功效在於：藉由分析使用者屬性以及使用者位置找出適合該使用者的推薦行銷資訊，並使環境顯示裝置在該使用者靠近時播放該推薦行銷資訊，藉此提高客群命中率。The effect of the present invention is to find out the recommended marketing information suitable for the user by analyzing the attributes of the user and the location of the user, and make the environment display device play the recommended marketing information when the user approaches, thereby increasing the customer base hits Rate.

在本發明被詳細描述之前，應當注意在以下的說明內容中，類似的元件是以相同的編號來表示。Before the present invention is described in detail, it should be noted that in the following description, similar elements are denoted by the same numbers.

參閱圖1及圖2，本發明動態行銷管理系統100之一實施例係搭配安裝有一應用程式的一使用者裝置3(例如行動電話、智慧型手錶、平板電腦等)，以及多數個位於相異位置的環境顯示裝置共同執行動態行銷方法。本實施例係以該系統100應用於一銀行舉例說明，用於對入內或行經該銀行的持有該使用者裝置3的使用者提供行銷服務，但不以此為限，本發明亦可應用於百貨公司、賣場、餐廳或辦公大樓等場所。1 and 2, an embodiment of the dynamic marketing management system 100 of the present invention is equipped with a user device 3 (such as a mobile phone, smart watch, tablet computer, etc.) installed with an application program, and most of them are located in different locations. The environment display device of the location jointly executes the dynamic marketing method. In this embodiment, the system 100 is applied to a bank as an example. It is used to provide marketing services to users who enter or pass through the bank and hold the user device 3, but it is not limited to this, and the present invention can also be used. Used in department stores, stores, restaurants or office buildings and other places.

在本實施例，該使用者裝置3所安裝的應用程式，係指該銀行專屬的應用程式，且該使用者裝置3是在該使用者已開通該應用程式的一帳號且登入的情況下，執行該應用程式以配合進行該動態行銷方法。該銀行配置有該等環境顯示裝置，圖1中係以三台環境顯示裝置2a~2c示意說明。該等環境顯示裝置2a~2c可以是服務櫃台的平板電腦、ATM提款機的顯示幕、等候區的顯示幕、建築物外牆、大廳或者電梯旁的顯示設備等。In this embodiment, the application installed on the user device 3 refers to the bank-specific application, and the user device 3 is when the user has opened an account of the application and logged in, Run the application to cooperate with the dynamic marketing method. The bank is equipped with these environmental display devices. In Figure 1, three environmental display devices 2a~2c are schematically illustrated. The environmental display devices 2a-2c may be tablet computers at service counters, display screens of ATM cash machines, display screens in waiting areas, display devices on building exterior walls, halls or elevators, etc.

該動態行銷管理系統100包括複數個分別設置於該等環境顯示裝置2a~2c內部或外部的近接感知(proximity aware)設備21a~21c，及一設置在該銀行後台的管理平台1。在本實施例，各該近接感知設備21a~21c是一藍牙信標(Bluetooth beacon)裝置，透過低功耗藍芽在例如3公尺的一訊號區域內持續地對使用者裝置3推送近接訊號(又稱beacon訊號)。該近接訊號是以特定資料格式傳送，內容包括可代表其所在位置及設備的一識別符。以本實施例舉例來說，該識別符包括12碼，第1碼用來區分該近接感知設備21a~21c位於銀行據點或者位於配合商店，第2-5碼紀錄據點代碼，第6-12碼為設備代碼。The dynamic marketing management system 100 includes a plurality of proximity aware devices 21a-21c respectively installed inside or outside the environmental display devices 2a-2c, and a management platform 1 installed at the back of the bank. In this embodiment, each of the proximity sensing devices 21a-21c is a Bluetooth beacon device, which continuously pushes proximity signals to the user device 3 in a signal area of, for example, 3 meters through a low-power Bluetooth (Also known as beacon signal). The proximity signal is transmitted in a specific data format, and the content includes an identifier that can represent its location and equipment. Taking this embodiment as an example, the identifier includes 12 codes, the first code is used to distinguish the proximity sensing device 21a-21c at a bank branch or a matching store, the 2-5 digits record the base code, and the 6-12 digits Is the device code.

該管理平台1可設置在銀行機房，也可以是中心式或分散式的設置於雲端，並包括互連以共同配合運算的一帳號管理單元11、一用戶資料庫12、一分析單元13、一行銷資料庫14及一顯示裝置管理單元15，且該顯示裝置管理單元15還與該等環境顯示裝置以有線或無線方式連接。The management platform 1 can be installed in the bank’s computer room, or centrally or decentrally installed in the cloud, and includes an account management unit 11, a user database 12, an analysis unit 13, a The marketing database 14 and a display device management unit 15 are also connected to the environmental display devices in a wired or wireless manner.

該用戶資料庫12儲存有複數筆該應用程式的帳號，以及該等帳號所對應的用戶資料。各該用戶資料的內容可以是但不限於包括年紀、性別、交易行為等項目，每一項目又包括複數個屬性選項。舉例來說，交易行為項目包括複數個屬性選項，例如有/無外幣交易、各類型的基金申購等。The user database 12 stores a plurality of accounts of the application program and user data corresponding to these accounts. The content of each user profile can be, but is not limited to, items including age, gender, transaction behavior, etc., and each item includes a plurality of attribute options. For example, the transaction behavior item includes multiple attribute options, such as presence/absence of foreign currency transactions, subscriptions for various types of funds, and so on.

該行銷資料庫14儲存複數筆行銷資訊，每一筆行銷資訊可以是除了行銷內容之外，還包括以複數個屬性相關的參數(例如年紀、性別、交易行為、時間、地點等)進行量化的方程式，作為後續配對運算的基礎，但不以此為限。舉例來說，針對年長者的行銷資訊，其方程式當中的「年紀-65歲以上」參數的係數特別高；基金申購手續費優惠的行銷資訊，其方程式當中「交易行為-基金申購」參數的係數值特別高；ATM提款機專屬活動的行銷資訊，其方程式當中的「地點-ATM」參數的係數特別高。The marketing database 14 stores plural pieces of marketing information, and each piece of marketing information may include, in addition to the marketing content, an equation quantified by a plurality of attribute-related parameters (such as age, gender, transaction behavior, time, location, etc.) , As the basis of subsequent pairing operations, but not limited to this. For example, for the marketing information of the elderly, the coefficient of the "age-65 years and older" parameter in the equation is particularly high; for the marketing information with preferential fund subscription fees, the coefficient of the "trading behavior-fund subscription" parameter in the equation The value is extremely high; for the marketing information of the exclusive activity of the ATM cash machine, the coefficient of the "location-ATM" parameter in the equation is extremely high.

參閱圖2，以下係以該等近接感知設備持續發出近接訊號且該使用者裝置3進入其中一近接感知設備(以下以21a舉例說明)的訊號區域內舉例，說明該動態行銷管理系統100搭配該使用者裝置3以及該環境顯示裝置(以下以2a舉例說明)共同執行的動態行銷方法。該方法包括以下步驟。Referring to Figure 2, the following is an example where the proximity sensing devices continuously emit proximity signals and the user device 3 enters the signal area of one of the proximity sensing devices (21a is used as an example below) to illustrate the dynamic marketing management system 100 with the A dynamic marketing method jointly executed by the user device 3 and the environment display device (2a is used as an example below). The method includes the following steps.

步驟S01，該近接感知設備21a在其訊號區域內持續發出近接訊號，該近接訊號內容包括該近接感知設備21a的識別符。In step S01, the proximity sensing device 21a continuously emits a proximity signal in its signal area, and the content of the proximity signal includes the identifier of the proximity sensing device 21a.

步驟S02，該使用者裝置3進入該近接感知設備21a的訊號區域，該使用者裝置3的該應用程式於背景偵測到該近接訊號，並受該近接訊號觸發而做出回應—向該管理平台1發出一回應訊號。該回應訊號內容例如包括該使用者裝置3的一裝置名稱、一發送時間、一訊號強度(dB值)、該應用程式帳號，以及觸發該使用者裝置3的該近接感知設備21a的該識別符。Step S02, the user device 3 enters the signal area of the proximity sensing device 21a, the application of the user device 3 detects the proximity signal in the background, and is triggered by the proximity signal and responds—to the management Platform 1 sends out a response signal. The content of the response signal includes, for example, a device name of the user device 3, a transmission time, a signal strength (dB value), the application account, and the identifier of the proximity sensing device 21a that triggers the user device 3 .

步驟S03，該管理平台的帳號管理單元11接收到來自該使用者裝置3的該回應訊號，即到該用戶資料庫12辨識該應用程式帳號，並且依據該回應訊號取得一時間資料及一位置資料。該時間資料具體來說包括該回應訊號的發送時間。在本實施例，該位置資料包括例如靠近、遠離以及不在範圍內其中一種距離類別，以及依據該近接感知設備21a的識別符所判斷的據點及設備位置(例如A分行的3號服務櫃檯)，但不以此為限。具體來說，該帳號管理單元11依據該回應訊號的該訊號強度，估算該使用者裝置3與該近接感知設備21a的該距離類別；當該訊號強度強，則判斷為靠近，反之則遠離，且訊號強度接近零則判斷為不在範圍。In step S03, the account management unit 11 of the management platform receives the response signal from the user device 3, that is, recognizes the application account in the user database 12, and obtains a time data and a location data according to the response signal . The time data specifically includes the sending time of the response signal. In this embodiment, the location information includes, for example, one of the distance categories of close, far, and out of range, as well as the location of the base and the device (for example, the No. 3 service counter of branch A) determined based on the identifier of the proximity sensing device 21a, But not limited to this. Specifically, the account management unit 11 estimates the distance category between the user device 3 and the proximity sensing device 21a according to the signal strength of the response signal; when the signal strength is strong, it is judged to be close, otherwise, it is far away. If the signal intensity is close to zero, it is judged to be out of range.

步驟S04，該分析單元13接收來自該帳號管理單元11的該時間資料、該位置資料以及該應用程式帳號，並依據該應用程式帳號在該用戶資料庫12中讀取該用戶資料的各個項目的屬性選項，例如讀取到41-45歲、男性、有外幣交易紀錄、有基金申購紀錄。該分析單元13即依據該等屬性選項，以預設之大數據統計演算法或查表方式求出以例如方程式表示的一客戶偏好預設值。前述演算法或查表，以及該客戶偏好預設值的記載方式，不以特定技術為限，可採任何現有技術。In step S04, the analysis unit 13 receives the time data, the location data, and the application account from the account management unit 11, and reads each item of the user data in the user database 12 according to the application account. Attribute options, such as 41-45 years old, male, foreign currency transaction records, and fund purchase records. The analysis unit 13 obtains a preset value of customer preference expressed by, for example, an equation using a preset big data statistical algorithm or a look-up table method according to the attribute options. The aforementioned algorithm or table lookup and the recording method of the customer's preference preset value are not limited to a specific technology, and any existing technology can be adopted.

在步驟S05，該分析單元13依據該客戶偏好預設值，到該行銷資料庫14與該等行銷資訊逐筆進行運算，求出一適合度，再依據該等適合度決定其中適合度最高者或者適合度排名前幾筆的行銷資訊，作為推薦行銷資訊以供播放或者輪流播放。In step S05, the analysis unit 13 performs operations on the marketing database 14 with the marketing information one by one according to the preset value of the customer preference to obtain a suitability, and then determines the one with the highest suitability according to the suitability. Or the top few marketing information of suitability can be used as recommended marketing information for broadcasting or taking turns.

步驟S06，該分析單元13依據該位置資料及/或該時間資料與該適合度計算出一優先推播分數，再將該優先推播分數連同該推薦行銷資訊傳送給該顯示裝置管理單元15。藉此，即便該管理平台1同時處理多個使用者裝置3傳來的回應訊號，且其中複數個使用者裝置3都是由同一個近接感知設備21a所觸發，該環境顯示幕2a一次只能播放一筆行銷資訊，該分析單元13也能計算出優先推播分數以作為播放行銷資訊的依據。具體舉例來說，該分析單元13依據該等距離類別(靠近、遠離以及不在範圍內)換算權重，與該適合度計算出該優先推播分數。其中，距離類別為靠近者權重最高，距離類別為不在範圍內者權重最低。因此，舉例來說，當有一使用者甲很靠近該近接感知設備21a(例如坐在服務櫃台的顯示幕前)，另一使用者乙遠離同一個近接感知設備21a(例如坐在等候區，距離該服務櫃檯的顯示幕大約三公尺)，那麼即使依據屬性所求出的對於該使用者甲的推薦行銷資訊的適合度只有70分，而對於該使用者乙的推薦行銷資訊的適合度高達90分，經過距離加權運算後，對於該使用者甲的優先推播分數還是會較高。In step S06, the analysis unit 13 calculates a priority push score based on the location data and/or the time data and the suitability, and then transmits the priority push score together with the recommended marketing information to the display device management unit 15. In this way, even if the management platform 1 processes the response signals from multiple user devices 3 at the same time, and multiple user devices 3 are triggered by the same proximity sensing device 21a, the environmental display screen 2a can only When a piece of marketing information is played, the analysis unit 13 can also calculate a priority promotion score as a basis for playing the marketing information. Specifically, for example, the analysis unit 13 converts the weights according to the distance categories (close, far, and out of range), and calculates the priority push score with the fitness. Among them, the distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range. Therefore, for example, when a user A is very close to the proximity sensing device 21a (e.g., sitting in front of the display screen of a service counter), another user B is far away from the same proximity sensing device 21a (e.g., sitting in a waiting area, the distance The display screen of the service counter is about three meters), even if the suitability for the recommended marketing information of user A is only 70 points based on the attributes, the suitability for the recommended marketing information of user B is as high as 90 After the distance weighting calculation, the priority push score for the user A will still be higher.

步驟S07，該顯示裝置管理單元15接收該推薦行銷資訊(連同其優先推播分數)，並依據該回應訊號當中的該近接感知設備21a的識別符，來對該近接感知設備21a所在的該環境顯示裝置2a發出一推播請求。此外，該顯示裝置管理單元15在一預定時間間隔(例如10秒)內，針對同一環境顯示裝置2a所發出的推播請求為多筆時，會依據該等推播請求所對應的該優先推播分數，重新決定出分數最高者作為該推薦行銷資訊，並重新發出一推播請求。In step S07, the display device management unit 15 receives the recommended marketing information (along with its priority push score), and determines the environment in which the proximity sensing device 21a is located according to the identifier of the proximity sensing device 21a in the response signal The display device 2a issues a push request. In addition, when the display device management unit 15 sends multiple push requests for the same environment display device 2a within a predetermined time interval (for example, 10 seconds), it will follow the priority push requests corresponding to the push requests. Broadcast scores, re-determine the one with the highest score as the recommended marketing information, and reissue a push request.

步驟S08，該環境顯示裝置2a接收該推播請求，並推播該推薦行銷資訊。在本實施例中，所有的行銷資訊的行銷內容係儲存在該行銷資料庫14，該推播請求包含該行銷資訊的行銷內容。在另一實施例中，所有的行銷資訊的行銷內容係預先儲存在該環境顯示裝置2a，該推播請求可以是指定其中一行銷資訊的行銷內容的播放指令。In step S08, the environment display device 2a receives the push request and pushes the recommended marketing information. In this embodiment, all the marketing content of the marketing information is stored in the marketing database 14, and the push request includes the marketing content of the marketing information. In another embodiment, all the marketing content of the marketing information is pre-stored in the environment display device 2a, and the push request may be a play instruction specifying the marketing content of one of the marketing information.

如此一來，繼續以上文的例子來說，當使用者甲坐在服務櫃台的顯示幕前，該顯示幕會播放與該使用者甲的屬性相關的行銷資訊。當該使用者甲離開而使用者乙靠近該服務櫃台，則該顯示幕會改播放與該使用者乙的屬性相關的行銷資訊。當使用者甲又走到ATM提款機處，該ATM提款機的螢幕會開始播放與該使用者甲相關的行銷資訊。In this way, continuing the above example, when the user A sits in front of the display screen of the service counter, the display screen will play the marketing information related to the user A's attributes. When the user A leaves and the user B approaches the service counter, the display will change to display the marketing information related to the user B's attributes. When the user A walks to the ATM cash machine again, the screen of the ATM cash machine will start to play the marketing information related to the user A.

以該系統100應用於銀行特約餐廳舉例來說，該環境顯示裝置2a可以是餐廳門口的顯示幕，並安裝有該近接感知設備21a，只要該銀行的用戶攜帶其使用者裝置3經過，藉由本發明之管理平台1運算，可在該餐廳門口的顯示幕播放例如卡友專屬餐廳優惠。更進一步，例如該行銷資料庫14儲存有一筆平日午餐時段的卡友優惠方案，該分析單元13在執行步驟S06時，加入該時間資料算出優先推播分數，使得該筆行銷資訊在平日中午時段的優先推播分數大幅提高。藉此，當有卡友在平日午餐時段經過該餐廳時，該顯示幕即有較高機率播放該筆行銷資訊。Taking the system 100 applied to a special restaurant of a bank, for example, the environment display device 2a can be a display screen at the entrance of a restaurant, and the proximity sensing device 21a is installed. The management platform 1 of the invention calculates, for example, the exclusive restaurant discounts for card friends can be played on the display screen at the entrance of the restaurant. Furthermore, for example, the marketing database 14 stores a discount plan for card friends during lunchtime on weekdays, and the analysis unit 13 adds the time data to calculate the priority promotion score when performing step S06, so that the marketing information is in the noon time on weekdays. The priority push scores have been greatly improved. In this way, when a card friend passes by the restaurant during lunch time on weekdays, the display screen has a higher probability of broadcasting the marketing information.

綜上所述，本發明動態行銷管理系統100可藉由近接感知設備的近接訊號以及使用者裝置3的回應訊號，分析使用者屬性以及使用者與顯示裝置之間的距離，再藉此找出適合該使用者的推薦行銷資訊，並使該環境顯示裝置在該使用者靠近時播放，因此行銷資 運命中客群的機率大幅提高，故確實能達成本發明之目的。In summary, the dynamic marketing management system 100 of the present invention can analyze the attributes of the user and the distance between the user and the display device by using the proximity signal of the proximity sensing device and the response signal of the user device 3 to find out Recommended marketing information suitable for the user, and the environment display device is played when the user is close, so the probability of marketing data hitting the customer group is greatly increased, and the purpose of the invention can indeed be achieved.

惟以上所述者，僅為本發明之實施例而已，當不能以此限定本發明實施之範圍，凡是依本發明申請專利範圍及專利說明書內容所作之簡單的等效變化與修飾，皆仍屬本發明專利涵蓋之範圍內。However, the above are only examples of the present invention, and should not be used to limit the scope of implementation of the present invention, all simple equivalent changes and modifications made in accordance with the scope of the patent application of the present invention and the content of the patent specification still belong to This invention patent covers the scope.

100:動態行銷管理系統 1:管理平台 11:帳號管理單元 12:用戶資料庫 13:分析單元 14:行銷資料庫 15:顯示裝置管理單元 2a~2c:環境顯示裝置 21a~21c:近接感知設備 3:使用者裝置 S01~S08:步驟 100: Dynamic Marketing Management System 1: Management platform 11: Account Management Unit 12: User database 13: Analysis unit 14: Marketing database 15: Display device management unit 2a~2c: Environmental display device 21a~21c: Proximity sensing equipment 3: User device S01~S08: steps

本發明之其他的特徵及功效，將於參照圖式的實施方式中清楚地呈現，其中： 圖1是本發明動態行銷管理系統的一實施例的一方塊圖；及 圖2是一流程圖，說明該動態行銷管理系統搭配一使用者裝置以及一環境顯示裝置共同執行的動態行銷方法。 Other features and effects of the present invention will be clearly presented in the embodiments with reference to the drawings, in which: Figure 1 is a block diagram of an embodiment of the dynamic marketing management system of the present invention; and 2 is a flowchart illustrating the dynamic marketing method executed by the dynamic marketing management system in conjunction with a user device and an environment display device.

100:動態行銷管理系統 100: Dynamic Marketing Management System

1:管理平台 1: Management platform

11:帳號管理單元 11: Account Management Unit

12:用戶資料庫 12: User database

13:分析單元 13: Analysis unit

14:行銷資料庫 14: Marketing database

15:顯示裝置管理單元 15: Display device management unit

2a~2c:環境顯示裝置 2a~2c: Environmental display device

21a~21c:近接感知設備 21a~21c: Proximity sensing equipment

3:使用者裝置 3: User device

Claims (8)

一種對環境顯示裝置動態推播行銷資訊的管理平台，與一使用者裝置、一環境顯示裝置以及一設置於該環境顯示裝置處的近接感知設備共同運作，該使用者裝置安裝有一應用程式，該近接感知設備對進入一訊號區域內的該使用者裝置推送一近接訊號，使該使用者裝置的該應用程式受該近接訊號觸發而發出一回應訊號；該管理平台包含：一用戶資料庫，儲存有複數筆應用程式帳號及其對應的用戶資料，各該用戶資料包括複數個項目，每一項目包括複數個屬性選項；一帳號管理單元，與該用戶資料庫連接，接收來自該使用者裝置的該回應訊號，並依據該回應訊號取得一時間資料及一位置資料，且在該用戶資料庫中辨識一應用程式帳號；一行銷資料庫，儲存有複數筆行銷資訊，每一筆行銷資訊係以複數個屬性相關的參數進行量化；一分析單元，與該用戶資料庫、該行銷資料庫及該帳號管理單元連接，依據該應用程式帳號讀取該用戶資料，並依據該用戶資料的該等屬性選項計算出一客戶偏好預設值，並依據該客戶偏好預設值與該等行銷資訊逐一地進行運算求出一適合度，再依據該適合度在該行銷資料庫中決定出一推薦行銷資訊，該分析單元並依據該位置資料及該時間資料其中至少一者，與該適合度計算 出一優先推播分數，再將該優先推播分數連同該推薦行銷資訊傳送給該顯示裝置管理單元；及一顯示裝置管理單元，與該分析單元以及該環境顯示裝置連接，接收該推薦行銷資訊並針對觸發該使用者裝置發送該回應訊號的該近接感知設備所在的該環境顯示裝置發出一推播請求，使該環境顯示裝置推播該推薦行銷資訊，並且，該顯示裝置管理單元在一預定時間間隔內，針對該環境顯示裝置所發出的推播請求為多筆時，依據該等推播請求所對應的該優先推播分數決定出分數最高者作為該推薦行銷資訊，並重新發出一推播請求。 A management platform for dynamically pushing and broadcasting marketing information to an environmental display device, which works together with a user device, an environmental display device, and a proximity sensing device installed at the environmental display device. The user device is installed with an application program. The proximity sensing device pushes a proximity signal to the user device entering a signal area, so that the application of the user device is triggered by the proximity signal to send a response signal; the management platform includes: a user database, storage There are a plurality of application accounts and their corresponding user data. Each user data includes a plurality of items, and each item includes a plurality of attribute options; an account management unit is connected to the user database to receive the data from the user device The response signal, and obtain a time data and a location data according to the response signal, and identify an application account in the user database; the marketing database stores a plurality of marketing information, and each marketing information is in plural Quantification of parameters related to each attribute; an analysis unit, connected with the user database, the marketing database, and the account management unit, reads the user data according to the application account, and selects the attributes of the user data Calculate a customer preference preset value, and calculate a suitability based on the customer preference preset value and the marketing information one by one, and then determine a recommended marketing information in the marketing database according to the suitability. The analysis unit calculates the fitness based on at least one of the location data and the time data Generate a priority promotion score, and then send the priority promotion score together with the recommended marketing information to the display device management unit; and a display device management unit connected to the analysis unit and the environmental display device to receive the recommended marketing information And send a push request to the environment display device where the proximity sensing device that triggers the user device to send the response signal is located, so that the environment display device pushes the recommended marketing information, and the display device management unit has a predetermined In the time interval, when there are multiple push requests for the environmental display device, the one with the highest score is determined according to the priority push scores corresponding to the push requests as the recommended marketing information, and a push is sent again Broadcast request. 如請求項1所述的對環境顯示裝置動態推播行銷資訊的管理平台，其中，該近接感知設備是一藍牙信標裝置，其推送之該近接訊號包括代表其所在位置及設備的一識別符；該使用者裝置所發出的回應訊號內容包括推送該近接訊號的該近接感知設備的該識別符。 The management platform for dynamically pushing marketing information to an environmental display device as described in claim 1, wherein the proximity sensing device is a Bluetooth beacon device, and the proximity signal pushed by it includes an identifier representing its location and device ; The content of the response signal sent by the user device includes the identifier of the proximity sensing device that pushes the proximity signal. 如請求項1所述的對環境顯示裝置動態推播行銷資訊的管理平台，其中該帳號管理單元所接收的回應訊號還包括一訊號強度，該帳號管理單元係依據該訊號強度估算該使用者裝置與該近接感知設備的一距離類別，作為該位置資料。 The management platform for dynamically pushing marketing information to environmental display devices as described in claim 1, wherein the response signal received by the account management unit further includes a signal strength, and the account management unit estimates the user device based on the signal strength A distance category from the proximity sensing device is used as the location data. 如請求項3所述的對環境顯示裝置動態推播行銷資訊的管理平台，其中該帳號管理單元估算該距離類別為靠近、遠離以及不在範圍內其中之一者；該分析單元依據 該等距離類別換算權重，與該適合度計算出該優先推播分數，距離類別為靠近者權重最高，距離類別為不在範圍內者權重最低。 As described in claim 3, the management platform for dynamically pushing marketing information on environmental display devices, wherein the account management unit estimates that the distance category is one of close, far, and out of range; the analysis unit is based on These distance categories are converted into weights, and the priority score is calculated with the fitness degree. The distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range. 一種動態行銷管理系統，搭配一使用者裝置以及一環境顯示裝置共同運作，該使用者裝置安裝有一應用程式，該系統包含：一近接感知設備，設置於該環境顯示裝置處，用於對進入一訊號區域內的該使用者裝置推送一近接訊號，使該使用者裝置的該應用程式受該近接訊號觸發而發出一回應訊號；及一管理平台，包括一用戶資料庫，儲存有複數筆應用程式帳號及其對應的用戶資料，各該用戶資料包括複數個項目，每一項目包括複數個屬性選項，一帳號管理單元，與該用戶資料庫連接，接收來自該使用者裝置的該回應訊號，並依據該回應訊號取得一時間資料及一位置資料，且在該用戶資料庫中辨識一應用程式帳號，一行銷資料庫，儲存有複數筆行銷資訊，每一筆行銷資訊係以複數個屬性相關的參數進行量化，一分析單元，與該用戶資料庫、該行銷資料庫及該帳號管理單元連接，依據該應用程式帳號讀取該用戶資料，並依據該用戶資料的該等屬性選項計算出一客戶偏好預設值，並依據該客戶偏好預設值 與該等行銷資訊逐一地進行運算求出一適合度，再依據該適合度在該行銷資料庫中決定出一推薦行銷資訊，該分析單元並依據該位置資料及該時間資料其中至少一者，與該適合度計算出一優先推播分數，再將該優先推播分數連同該推薦行銷資訊傳送給該顯示裝置管理單元，及一顯示裝置管理單元，與該分析單元以及該環境顯示裝置連接，接收該推薦行銷資訊並針對觸發該使用者裝置發送該回應訊號的該近接感知設備所在的該環境顯示裝置發出一推播請求，使該環境顯示裝置推播該推薦行銷資訊，並且，該顯示裝置管理單元在一預定時間間隔內，針對該環境顯示裝置所發出的推播請求為多筆時，依據該等推播請求所對應的該優先推播分數決定出分數最高者作為該推薦行銷資訊，並重新發出一推播請求。 A dynamic marketing management system works with a user device and an environment display device. The user device is installed with an application program. The system includes: a proximity sensing device arranged at the environment display device for accessing an The user device in the signal area pushes a proximity signal, so that the application of the user device is triggered by the proximity signal to send a response signal; and a management platform, including a user database, storing a plurality of applications Account and its corresponding user data, each user data includes a plurality of items, each item includes a plurality of attribute options, an account management unit, connected to the user database, receives the response signal from the user device, and Obtain a time data and a location data according to the response signal, and identify an application account in the user database. The marketing database stores a plurality of marketing information, and each marketing information is based on multiple attributes related parameters For quantification, an analysis unit is connected to the user database, the marketing database and the account management unit, reads the user data according to the application account, and calculates a customer preference based on the attribute options of the user data The default value, and the default value according to the customer's preference Perform calculations with the marketing information one by one to find a suitability, and then determine a recommended marketing information in the marketing database according to the suitability, and the analysis unit will also depend on at least one of the location data and the time data, Calculate a priority push score with the suitability, and then send the priority push score together with the recommended marketing information to the display device management unit, and a display device management unit, connected to the analysis unit and the environment display device, Receive the recommended marketing information and send a push request to the environmental display device where the proximity sensing device that triggered the user device to send the response signal is located, so that the environmental display device pushes the recommended marketing information, and the display device In a predetermined time interval, when there are multiple push requests for the environmental display device, the management unit determines the one with the highest score as the recommended marketing information according to the priority push scores corresponding to the push requests, And reissue a push request. 如請求項5所述的動態行銷管理系統，其中，該近接感知設備是一藍牙信標裝置，其推送之該近接訊號包括代表其所在位置及設備的一識別符；該使用者裝置所發出的回應訊號內容包括推送該近接訊號的該近接感知設備的該識別符。 The dynamic marketing management system according to claim 5, wherein the proximity sensing device is a Bluetooth beacon device, and the proximity signal pushed by it includes an identifier representing its location and the device; The content of the response signal includes the identifier of the proximity sensing device that pushed the proximity signal. 如請求項5所述的動態行銷管理系統，其中該帳號管理單元所接收的回應訊號還包括一訊號強度，該帳號管理單元係依據該訊號強度估算該使用者裝置與該近接感知設備的一距離類別，作為該位置資料。 The dynamic marketing management system according to claim 5, wherein the response signal received by the account management unit further includes a signal strength, and the account management unit estimates a distance between the user device and the proximity sensing device based on the signal strength The category is used as the location data. 如請求項7所述的動態行銷管理系統，其中該帳號管理單元估算該距離類別為靠近、遠離以及不在範圍內其中之一者；該分析單元依據該等距離類別換算權重，與該適合度計算出該優先推播分數，距離類別為靠近者權重最高，距離類別為不在範圍內者權重最低。 The dynamic marketing management system according to claim 7, wherein the account management unit estimates that the distance category is one of close, far, and out of range; the analysis unit converts weights according to the distance categories, and calculates the fitness Out of this priority push score, the distance category has the highest weight for those who are close, and the distance category has the lowest weight for those who are not within the range.
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