M356181 五、新型說明： 【新型所屬之技術領域】 本創作係提供一種行銷監控系統，特別係指一種利用 RFID射頻感應技術’以及無線網路平台之行鎖資訊統計系統。 【先前技術】 按’射頻識別（RadioFrequency Identification，RFID) 被列為本世紀十大重要技術項目之一’可以改變人類消費方 式的新興科技。射頻識別系統架構可應用的領域相當廣泛， 由於其具有非接觸式讀取、更新以及可儲存大容量之資料， 相較於傳統的條碼識別有更大的優勢，因此在電子標籤、掃 讀器等系統應用相當廣泛，可應用產業包含航空行李監控、 生產自動化管控、倉儲管理、運輸監控、保全管制、圖書管 理、消費商品管理、電子金融、手機通訊及醫療管理等。 而將RFID技術應用於商業行為，則有如台灣專利公開號 第200723148號、公告第575823號，以及公告第579471號 等專利中請案之創作。惟就商業行銷而言，由於每一商品品 項並非都適合於滿足所有的顧客，而顧客也並非會將所有同 類型的商品全部購買，因此實際上的情況是，某-客戶對某 一項商品有購買欲望’進而在比較、決擇之後選擇該商品。 因此商品行銷已經自大眾行銷演變為目標行銷，而一般的作 M356181 法，是先依據顧客所填寫之問卷中的人口統計變數（包括年 齡、性別、家庭規模、家庭生命週期、所得、職業、教育、 宗教、種族及國籍等等）、心理變數（包括社會階級、生活形 態及人格特徵等等）或是行為變數（消費者之知識、態度、M356181 V. New description: [New technology field] This creation department provides a marketing monitoring system, especially refers to a kind of information system that uses RFID radio frequency sensing technology and wireless network platform. [Prior Art] According to 'Radio Frequency Identification (RFID), it is listed as one of the top ten important technology projects of this century'. It can change the emerging technology of human consumption. The RFID system architecture can be applied in a wide range of fields. Because of its contactless reading, updating and storage of large-capacity data, it has greater advantages than traditional bar code recognition. Therefore, it is used in electronic tags and scanners. The system applications are quite extensive, and the applicable industries include air baggage monitoring, production automation control, warehousing management, transportation monitoring, security control, library management, consumer goods management, e-finance, mobile communication and medical management. The application of RFID technology to commercial activities is similar to the creation of patents in Taiwan Patent Publication No. 200723148, Announcement No. 575823, and Announcement No. 579471. However, in terms of commercial marketing, since each product item is not suitable for satisfying all customers, and the customer does not purchase all the same types of goods, the actual situation is that a certain customer is on a certain item. The product has a desire to buy, and then selects the product after comparison and decision. Therefore, commodity marketing has evolved from mass marketing to targeted marketing, while the general method of M356181 is based on demographic variables (including age, gender, family size, family life cycle, income, occupation, education) in the questionnaires filled out by customers. , religion, race and nationality, etc.), psychological variables (including social class, lifestyle and personality traits, etc.) or behavioral variables (consumer knowledge, attitudes,
使用狀況及職品反鮮等）將市場舰隔，再從中選擇出 最有潛力顧此商品品項之市場作為目標市場，以期使此商 品品項具有較佳之齡率。或者透·卷巾得取的資料，針 對某-客戶之f糊鱗定商品。細這__手法不僅 麻煩、不僅且效率差，並無法確實得知顧客如真正的需求。 上述談及之商品行鎖，益不只限於一般賣場販3 c或電器 類等產品之商業行為，更包含如字晝轉術品、古董等文物 展覽或拍賣的展示行為。脚#某有許多藝術品、文物（以 卜間稱展示品）在展覽或拍 ......〆左攸辰冗或 、會的初，月那些展示品比較有人氣、賣相，或那些人對 那些展示品有興趣，作為日後展覽或拍#會商品的選擇依據 ，而僅能靠自我的主觀想法來籌備，著實不具效率，且效果 不佳，而有加以改善之必要。 ，、有^於此’本創作人乃針對前述習用創作問題深入探討 _由多年從事綱絲之研發與製造經驗，積極尋求解 、之道’㈣長期努力之研究與發展，終於成功的開發出本 』，以改善習用創The market conditions are separated from the market, and the market with the most potential for this commodity item is selected as the target market, with a view to making the commodity item have a better age ratio. Or the information obtained from the towel and the towel, for a certain customer. This __ method is not only troublesome, not only inefficient, but also incapable of knowing the true needs of customers. The above-mentioned trade locks are not limited to the commercial activities of products such as general store 3 c or electrical appliances, but also include the display of exhibits or auctions of cultural relics such as characters and antiques. Fee# There are many artworks and cultural relics (called exhibits in Bu). They are in exhibitions or auctions. Those people are interested in those exhibits, as a basis for the selection of future exhibitions or auctions, but can only rely on the subjective ideas of the self to prepare, which is not efficient, and the effect is not good, but there is a need to improve. This is a creator who is deeply involved in the development of the above-mentioned literary creations. _ Having been engaged in research and development and manufacturing experience of Threads for many years, actively seeking solutions and solutions. (4) The long-term efforts of research and development have finally been successfully developed. This to improve the practice
M356181 創作『應祕提昇行顧能之展品監控系統 作之問題。 【新型内容】 本創作之主要㈣，在於解決上述的_吨供-種應 用於提昇行舰能之展品監㈣統，其齡展館料場的業 者:能從人員觀視、鑑f展示品的過程中，掌握顧客所處之 目標市場’進而可提高展示品之_效率與品質。 &緣以達成上述之功效目的，本創作『應胁提昇行銷效 能之展品監控系統』係將㈣射頻與無_路傳輸技術結合 ’應用於展示品展覽或_之系統中，其構成要件包含干設 置於展示品鄰近處之展品識別發射器、供顧客攜帶之識別證 、-無線網路平台，以及—監控工作鱗。主要係設計各該 展品識別發射n具有-專屬之展品識別11}碼，並内建低頻 (LF)之無線電波模組，該低頻電賴組能持續發出低頻電波 以感應短轉顧内之低頻電波。該酬證上設有低頻⑽ 與微波UW)之無線電波模組，並具有—專屬之人員識別id 碼’當其_電波錢.—展品識別發射n所發送的低頻 電波訊號時，將喚醒待機狀態的微波模組，並在接收該展品 識別發射ϋ發送之展品朗ID碼等訊_容後，_該微波 電波模組將感應之訊號内容及該人員之識別ID碼，經由無線 M356181 網路平㈣輪至驗工作站。雜控轉卿餅監控系統 後端、’包含—終端讀碼器、系統主機及螢幕，該終端讀瑪器 係用以接收由各賴聰透過無、_路平台搭載包含人員識 別id碼與展品識別ID碼之微波電波訊號，並將微波電波訊 號内备傳杜該线域，該系統主機再經過轉碼、儲存、 程式運算等·處理’ «朗額絲呈現於該螢幕上， 進而能依據該人員識別ID碼及展品識別ID碼得知，以顧客 別統計其鑑f、觀視某項展示品的時間，或以展品別統計其 被某顧客鏹賞、觀視的時間以及被所有顧客鑑賞、觀視的 總計時間。如此’便能有效且確實掌縣位顧客對展示品的 興趣程度，進而提昇行銷效能及服務品質。 有關本創作所採用之技術、手段及其功效，茲舉一較佳 貫％例並配合圖式詳細說明於後，相信本創作上述之目的、 構造及特徵，當可由之得一深入而具體的瞭解。 【實施方式】 I么為使其能進一步瞭解本創作之結構設計及技術，謹配 合圖式再予說明於後： 請參閱第一圖〜第四圖所示’本創作『應用於提昇行銷 效能之展品監控系統』係於用以展示或買賣各式藝術品或文 物之館場區域，或用以銷售較高單價之3C、家電等產品的賣 M356181 場區域内，設置由若干展品識別發射器（1〇)、至少一識別 證（2⑴、一無線網路平台（3 0)，以及-監控工作站 (4 〇)等所μ成之展品辆,監控系統，以料掌握展示品 (51)的人氣指數’或行銷方向的決策，其中： 鱗展品_發射11 (1Q)係分職置於各區域内相 #各個展TFm (5 1)之適當處，各該展品酬發棚（丄〇) • 具有專屬之展品識別ID瑪’並内建有低頻(LF)之無線電波 模組。該低_賴喊生之低_波訊麵㈣應短距離 範圍内識別證（2 0)發出之低頻電波。 各該識職（2 0 )係料人餘或#翻之顧客攜帶 具有專屬之人員識別ID碼’並内建有低頻⑽與微波 (—之無線電波模組。該人員識別ID瑪係可縣設定為部 • 份特定與會_客，而能知道㈣人持有那—賴職（2 〇 ) 。該低頻電波模組可持續發出低頻電波以感應該展品識別發 射器（10)發出之低頻電波訊號，而該微波無線電波模組 產生之2. 4GHz微波電波訊號則用以將包含人員識別ID碼之 微波電波訊號向外傳送’惟平f是呈省賴式之待機狀態。 當該低頻f波感朗任—展品姻發射器（i Q )所發送的 低頻電波訊號時，將喚醒待機狀態的微波模組，並在接收該 展品識別發射器（1 〇 )發送之展品識別ID碼等訊號内容後 M356181 ，利用该微波電波模組將感應之訊號内容及其所屬的人員識 別ID:馬，經由無線網路平台(3 〇)傳輸至監控工作站(烟。 该無線網路平台（3 〇 )可為Zigbee無線網路，或㈣i 無線網路。同時在陳顺示品（5 1 )的區_，依傳輸距 離設置有若干節點讀碼器（3ia、3ib. ·.)，用以將 各麵別證（2 0 )發出之包含展品識別_及人員識別⑺ 碼之微波電波訊號經由終端讀石馬器傳送至該監控工作站（4 〇 )。 言亥監控工作站（40)係設置於行銷監控系統後端，包 含一終端讀碼器（41)、系統域（42)及$幕（43) 等構件。其中該終端讀碼器（41)係用以接收由各個識別 證（2 〇)透過無線網路平台（3 〇)搭載之微波電波訊號 ’並將微波電波訊號内容傳送至該系統主機（ 2 ± m ^ A ^ y °茨糸統 4 2)再經過轉碼、儲存、程式運算等資料處理，將 資訊内容圖表化呈現於該螢幕（43)上（如第三、四圖所 不）°進而驗據該人員識㈣碼及展品識別一得知，以 顧客別統計其鑑賞、觀視某項展示品的時間，或以展品贱 计其被某-顧客鑑賞、觀視的時間以及被所有顧客鐘賞 視的總計時間。 承上述，本猶該監控項站（4Q)對於顧客梦賞某 展不品（5 i )時間的統計，係當某一顧客持識顺q⑴ M356181 鑑賞某一展示品（51)而進入該展品識別發射器（丄〇) 之感應範圍内時，此訊號便透過該無線網路平台（3 ’ 1^· 送至該監控工作站（4 0 )，並在該監控工作站（4 〇 )接收 到訊號及儲存後，開始時間資料的計算，而當該顧客離開其 鑑賞的展示品（51)時，其持有之識別證（2 〇)便會脫 離該展品識別發射器（1〇)感應範圍，此時該監控工作站 ❿ （4 〇)持續接收的訊號便告中斷，並依此作為結束時間的 計算點。如此，可㈣統透過軟體程式統計某段時間内 ’某項展示品（51)被鑑賞、觀視的時間，或某位顧客花 了多少時間’鑑賞了職展示品（5 i )，並將此統計資料以 圖表方式呈現（如第三圖所示）。 “_人，該監控工作站（4 〇 )接收到各個識別證（2 〇 ) • 發仏财毅職後，並驗_人貞朗ID碼及展品識 ^ ID石馬’將持有那一張識別證（2 0 )之顧客位於那一展示 σσ ( 5 1)位置之資訊呈現於該螢幕（4 3 )上 所一、 而方便顧客的雜及掌控展館_客分佈的狀況。 再者，該系統主機（4 2)内並可建立若干針對某特定 (如VIP或官員）之客製歡迎用語或語音檔，且該特定 顧客並輪士 _ 有專屬之識別證，據以當該特定顧客進入展館區域 夺施自動播放客製之歡迎用語或語音檔。 9 M356181 藉此，利用上述系統所呈現之統計資料，便能有效且確 實旱握母位顧客對展示品（5 i )的興趣減，或者某項展 不口口（ 5 1 )之熱門程度，進而方便業者作行鎖策略的擬定 或調整，以提昇行銷效能及服務品質。 、’、斤述本創作在同類產品中實有其極佳之進步實用 性’同時^查國内外關於此類結構之技術二身料、文獻中亦未 • 發現有相同的構造存在在先，是以，本創作實已具備新型專 利要件，爰依法提出申請。 上述實施例’僅用以舉例說明本創作，據以在不離本創 作精神之朗，熟習此項技藝者憑之而作之各種變形、修飾 與應用，均應包括於本創作之範_者。 【圖式簡單說明】 _ 第一圖：係本創作之系統架構示意圖。 f二圖：係本創作系統運作之流程方塊圖。 第三圖：係本創作系統呈現_統計之圖表晝面示意圖。 弟四圖：係本創作系統呈現顧客定位之圖表晝面示意圖。 【主要元件符號說明】 展品識別發射器：（10)識別證：（2 0) 無線網路平台：（3 Q ) 節點頃碼器：（3lA、31B) M356181 監控工作站：（4 Ο ) 終端讀碼器··（ 4 1) 系統主機：（4 2) 螢幕：（43) 展不品·（ 5 1 )M356181 created the problem of the monitoring system of the exhibits. [New content] The main (4) of this creation is to solve the above-mentioned _ ton supply-type of products used to improve the performance of the ship's exhibitor (four) system, the owner of the age exhibition hall material: can view from the personnel, show f display products In the process of grasping the target market where the customer is located, the efficiency and quality of the exhibits can be improved. & In order to achieve the above-mentioned effects, the creation of the "Exhibition Monitoring System for the Promotion of Marketing Effectiveness" is based on the combination of (4) RF and non-transmission technology applied to the exhibition or exhibition system. The exhibit identification transmitter, the identification card for the customer, the wireless network platform, and the monitoring work scale are placed in the vicinity of the display. Mainly designing each of the exhibits to identify the launching n has a unique exhibit identification 11} code, and built-in low frequency (LF) radio wave module, the low frequency electric ray group can continuously emit low frequency waves to sense the low frequency inside the short turn Electric wave. The fee is provided with a radio wave module of low frequency (10) and microwave UW), and has a dedicated personnel identification id code 'when its _ electric wave money.- exhibits the low frequency electric wave signal sent by the identification transmission n, it will wake up standby The microwave module of the state, and after receiving the exhibit ID, the ID code of the exhibitor sent by the exhibit, the microwave radio module will sense the signal content and the identification ID code of the person via the wireless M356181 network. Ping (four) round to the inspection workstation. The back end of the miscellaneous control turn cake monitoring system, the 'include-terminal reader, the system host and the screen. The terminal is used to receive the id code and exhibits from the respective lai Cong through the _ road platform. The microwave wave signal of the ID code is identified, and the microwave wave signal is transmitted to the line domain, and the host of the system is subjected to transcoding, storage, program operation, etc., and the processing is performed on the screen. The person identification ID code and the exhibit identification ID code are known, and the time when the customer counts the f, the viewing of an exhibit, or the time when the customer is rewarded and viewed by the exhibitor, and all the customers are counted by the exhibitor. The total time of appreciation and viewing. This can effectively and accurately capture the level of interest of the county's customers in the display products, thereby improving marketing effectiveness and service quality. Regarding the techniques, means and functions used in this creation, we will give a better example and follow the detailed description of the drawings. I believe that the above purpose, structure and characteristics of this creation can be obtained from an in-depth and specific To understanding. [Implementation] In order to further understand the structural design and technology of this creation, I would like to explain it later with the following diagram: Please refer to the first figure to the fourth figure to show the 'this creation' is used to improve marketing effectiveness. The exhibit monitoring system is used to display or sell various art objects or cultural relics in the museum area, or to sell higher-priced 3C, home appliances and other products in the M356181 field, and set up a number of exhibits to identify the transmitter. (1〇), at least one identification card (2(1), a wireless network platform (3 0), and - monitoring workstation (4 〇), etc., the monitoring system, to grasp the display products (51) The popularity index' or the marketing direction decision, among which: Scale exhibits _ Emission 11 (1Q) is divided into the appropriate areas of each region TFm (5 1), each exhibits remuneration shed (丄〇) • With exclusive exhibit identification ID Ma ' and built-in low frequency (LF) radio wave module. The low _ Laisheng low _ wave surface (four) should be within a short range of identification (2 0) issued low frequency Radio waves. Each of the literate (2 0) The personnel identification ID code 'has built-in low frequency (10) and microwave (-the radio wave module. The person identification ID can be set as a part of the specific meeting, but can know (4) the person holds that - Lai's job (2 〇). The low frequency radio wave module can continuously emit low frequency electric waves to sense the low frequency electric wave signal emitted by the exhibit identification transmitter (10), and the 2. GHz microwave electric wave signal generated by the microwave radio wave module is used. In order to transmit the microwave electric wave signal including the personal identification ID code to the outside, the flat f is a standby state. When the low frequency f wave is used, the low frequency electric wave signal sent by the exhibitor (i Q ) When the microwave module in the standby state is awake, and after receiving the content of the identification code such as the identification ID sent by the exhibit identification transmitter (1 〇), the M356181 uses the microwave radio module to sense the signal content and the associated signal. Personnel Identification ID: Horse, transmitted to the monitoring workstation via a wireless network platform (3 〇). The wireless network platform (3 〇) can be a Zigbee wireless network, or (4) i wireless network. Also at Chen Shun products (5 1) _, according to the transmission distance, there are several node readers (3ia, 3ib. ·.), which are used to read the microwave signal including the exhibit identification_ and the personnel identification (7) code issued by each face certificate (2 0 ) via the terminal. The stone horse device is transmitted to the monitoring workstation (4 〇). The Yanhai monitoring workstation (40) is installed at the back end of the marketing monitoring system and includes a terminal reader (41), system domain (42) and screen (43). The terminal reader (41) is configured to receive the microwave wave signal carried by the respective identification card (2 透过) through the wireless network platform (3 ') and transmit the microwave wave signal content to the system host ( 2 ± m ^ A ^ y ° 4 4 4 2) After transcoding, storage, program operation and other data processing, the information content is graphically presented on the screen (43) (such as the third and fourth figures) In addition, according to the identification of the personnel (4) code and the identification of the exhibits, the customer can count the time of appreciation and viewing of a certain exhibit, or the time when the exhibitor is appreciating and viewing by a certain customer. The total time that is appreciated by all customers. In view of the above, the monitoring station (4Q) of this is the statistics of the time when the customer dreams of a certain exhibition (5 i ). When a customer knows shun q(1) M356181 to appreciate a certain exhibit (51) and enters the exhibit. When the transmitter (丄〇) is within the sensing range, the signal is sent to the monitoring station (4 0) through the wireless network platform (3 1), and the signal is received at the monitoring station (4 〇). After the storage, the calculation of the time data is started, and when the customer leaves the displayed exhibitor (51), the identification card (2 〇) held by the customer will be separated from the sensing range of the exhibit identification transmitter (1〇). At this time, the monitoring station 4 (4 〇) continuously receives the signal and interrupts it, and uses it as the calculation point of the end time. In this way, (4) can use the software program to calculate a certain period of time (a certain item (51) is Appreciation, time of viewing, or how much time a customer spent 'appreciating the job display (5 i ), and presenting this statistic in graphical form (as shown in the third figure). “_人, the monitoring The workstation (4 〇) receives each identification card (2 〇) • After the 仏 仏 毅 , , , 并 _ _ ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID ID On the screen (4 3), it is convenient for customers to control the situation of the exhibition hall _ passenger distribution. Furthermore, the system host (42) can be established for a specific (such as VIP or official) A custom-friendly language or voice file, and the specific customer and the wheelman _ have a unique identification card, according to which the specific customer enters the exhibition area to enjoy the automatic broadcast of the welcome language or voice file. 9 M356181 By using the statistical data presented by the above system, the interest of the display product (5 i ) can be effectively and surely reduced, or the popularity of a certain exhibition ( 5 1 ) can be facilitated by the operator. The formulation or adjustment of the line lock strategy to enhance marketing efficiency and service quality. ', 'Jiao Shuben's creation has its excellent progress and practicality in similar products' and at the same time, check the technical and technical aspects of such structures at home and abroad. No material, no evidence in the literature The existence of the first, so that this creation has a new type of patent requirements, 提出 apply in accordance with the law. The above example 'only used to illustrate the creation of this creation, according to the spirit of this creation, familiar with this skill All kinds of deformations, modifications and applications should be included in the scope of this creation. [Simplified illustration] _ First picture: The system architecture diagram of this creation. f Figure 2: Operation of the creation system The flow chart of the process. The third picture: the diagram of the chart of the _statistics of the present creation system. The fourth picture of the figure: This is a schematic diagram of the chart showing the customer positioning. [Main component symbol description] Exhibit identification transmitter: (10) Identification card: (2 0) Wireless network platform: (3 Q) Node coder: (3lA, 31B) M356181 Monitoring workstation: (4 Ο) Terminal reader · (4 1) System host: (4 2) Screen: (43) Exhibition No. (5 1 )