Marketing Opportunity Discovery Model And Support System Based On Domain Ontology

With fierce market competitions, modern enterprises have joined the battle of discovering marketing opportunities in a rapid, valid and practical way. Recently, many research efforts have been directed into some challenging issues for building marketing opportunity discovery model and support system. Such issues include how to improve the discovery performance in terms of time pressure and information hiding, especially how to recognize the unexpected marketing opportunities with domain knowledge. In this thesis, to the questions of knowledge supporting and process supporting, a marketing opportunity discovery (MOD) model and its support system framework based on domain ontology are proposed, in order to help enterprises with strengthening their core competence.Firstly, with the demonstratation of MOD's importance in market competitions, and the relative research about MOD and domain ontology, the frame of this thesis is clarified. Secondly, the conceptions of marketing opportunity and MOD are defined, the source, features and classification of domain knowledge are manifested, the means of using domain knowledge to indicate information absorption in MOD through refactoring to produce presumable cognizance is proposed, the function of choosing domain knowledge with time relativity is discussed, and the three-axis model of MOD is set up. Thirdly, the MOD model based on domain ontology is designed, the generate-relation and restrict-relation of MOD domain ontology is elucidated, the Uschold & King model and spiral model are alterately adopted to bulid MOD domain ontology according to its source, the structure of MOD domain ontology is described as Gruber's model, Lu's model and OWL, and then the natural generating mechaniasm, genetic generating mechaniasm, synthesizing mechanism, and estimating method based on radar chart for MOD domain ontoloty individuals are analysed to realize MOD process with domain knowledge. Lastly, after the transformation from MOD model to XML data model, the framework of MOD support system is established, and a MOD example of service enterprise is taken to show how to apply MOD model and its support system.