陳彥匡邱子秦2025-08-282025-08-282020-06-29U0061-1507202013380200https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1507202013380200https://nutcir-lib.nutc.edu.tw/handle/123456789/1189研究目的：隨著人們對於社群媒體黏著度之高，企業也開始重視數位行銷，然而廣告投放需要仰賴人員經驗才能有效地投放廣告，對於企業需要花費成本培育人才，因此本研究使用本體論方法，繪製出適用於化妝品業的廣告投放策略知識地圖，以達到知識保留之效果。 研究方法：本研究利用本體論方法，透過問卷訪談後，根據其步驟列舉出重要詞彙、建立各類別的關係及建立屬性表，以擷取廣告投放專家的知識及經驗，製成完整的廣告投放知識地圖，並透過專家驗證確認本研究之流程，以確保知識地圖符合廣告投放之流程。 研究結果：本研究之知識地圖經廣告投放專員驗證後，除了符合其預期想法外，也符合本研究目的，知識地圖內容清晰明瞭，閱覽者將可在短時間內清楚廣告投放之流程。 研究貢獻：由於過去本體論應用領域多元，如：旅遊、醫療等。而本研究運用此方法做出廣告投放本體知識地圖，將廣告投放知識化繁為簡，並保留廣告投放專員之專業知識。並且能提供企業其內部留存、培育人才之用途，以降低人力成本，亦能提供新進人員參考使用，強化廣告投放專員能挹注營收。 關鍵詞：本體論、Facebook、廣告投放Purposes：With the high degree of social media glued to the community, enterprises also began to attach importance to digital marketing. However, advertising needs to rely on personnel experience to effectively run advertising, for enterprises to spend money to cultivate talent, uses ontological methods, drawing a knowledge map of advertising strategy applicable to the cosmetics industry, to achieve the effect of knowledge retention. Method：This study uses the ontological method, through the questionnaire interview, according to its steps to list important words, establish the relationship between the various categories and establish attribute sheet, to extract the knowledge and experience of advertising delivery experts, to make a complete knowledge map of advertising delivery, and through expert verification to confirm the process of this study, to ensure that the knowledge map in line with the process of advertising. Result：After the knowledge map of this study has been verified by the advertising agency, in addition to meeting its expected ideas, it is also in line with the purpose of this study, the content of the knowledge map is clear and clear, and the reader will be able to clearly understand the process of advertising in a short period time. Contribution：Because of the many applications of ontology in the past, such as tourism, medical, national defense, and so on. This study uses this method to make the knowledge map of the ontology of advertising, make the knowledge of advertising simple, and retain the expertise of the advertising commissioner. And can provide enterprises with its internal retention, cultivation of talent use, to reduce labor costs, but also can provide new personnel reference use, enhance the advertising commissioner can bet revenue. Key Word：Ontology、Facebook、Advertisingzh本體論Facebook廣告投放OntologyFacebookAdvertisingmaster thesis