The CRM-based Digital Exhibition System for Clothing Industry

Since the advances of information communication technology in recent years, digital exhibition different from physical exhibition had emerged. Digital exhibition precludes the restrictions of time, location, space and planning on past physical exhibitions, and can demonstrate characteristics of diversity, interaction and low cost, and break through space and time limitations. However, in terms of viewpoint of Customer Relationship Management (CRM), lack of data analysis and information feedback mechanisms renders digital exhibition unable to most effectively use and analyze relevant internal information and data collected from customers during exhibition. Therefore, this study had integrated functions and features of CRM and recommendation mechanism and applied to digital exhibition environment. A set of CRM-Based implementation steps and architecture for digital exhibition were developed. Recommendation mechanism adopted in this study is BPNN (Back-Propagation Neural Networks) model. Finally, this study supplemented with actual clothing industry information to verify the prototype, exhibition processes and dynamic learning capability of CRM-based digital exhibition.

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