RFID應用於水果禮盒行銷之研究

The Study of RFID Applied on Selling Fruit Gift Boxes

10.6995/JCTU.200910.0059

劉佳灝(Jia-Haw Liu)；饒瑞佶(Ruey-Chi Jao)

無線射頻辨識 ； 行銷 ； 生產履歷 ； RFID ； Marketing ； Produce Traceability

建國科大學報

29卷1期（2009 / 10 / 01）

59 - 72

繁體中文

為有效改善水果禮盒的行銷效果並提升銷售業績，本研究使用RFID技術開發一套整合行銷與銷售管理功能的資訊系統。我們利用禮盒中所設置的RFID電子標籤(Tag)，自資料庫中提取對應的行銷媒體資訊，再配合農產品的生產履歷紀錄，不但可以提供消費者更詳實且豐富的禮盒資訊，同時可以達到防偽檢驗的效果。其次，導入結帳與管理平台的功能，不但可以縮短消費者結帳時間，改善結帳作業效率。本系統可以在銷售過程中協助消費者對水果禮盒生產內容有完整性的了解，提升消費信心，並提升結帳效率，達到水果禮盒有效行銷的目的。

A RFID system combined with marketing and retailing functions was developed in this study in order to improve and elevate selling achievement of fruit gift boxes. Media information including product itself and its’ all produce traceability resume could be reviewed by customer using RFID tag inside fruit gift box and database. There are two advantages for doing so. One is to provide more detail information to customer and the other is to achieve anti-counterfeit goal. Then, balancing and management functions were also introduced into system to further reduce balancing time for customers. System developed in this study can assist customers to understand full produce information of fruits inside gift box. Customer's shopping confidence and balancing efficiency can be effectively promoted. Finally, the goal of in effect fruit gift boxes market could be achieved.