A CASE-BASED REASONING APPROACH TO ENHANCE WEB-BASED TRAINING ON INTERNET MARKETING

摘要

Lack of knowledge and skills among small business managers has been well recognised, but how to effectively support small business managers in their knowledge acquisition and decision making with emerging information and communication technologies is still a challenge. This paper describes an application attempt to develop an intelligent web-based training system for SMEs to aid their learning and decision-making regarding the use of the Internet as a new marketing medium. Based on the training needs analysis carried out by a EU-funded research project TRIMAR, a case-based reasoning (CBR) approach is adopted as an effective tool to help small business managers to learn and to make better decisions. Over seventy small business Internet marketing cases were collected and processed. They form a case base for CBR in the system. The initial feedback from users proves using case base reasoning approach is effective, but the quality and the comprehensiveness of case base are key factors for the usefulness of the system.