Graduate Research Papers

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Graduate Research Paper (Electronic Copy Not Available)

Abstract

Our idea is to solve the problems of customer satisfaction, brand operation quality, and brand marketing efficiency by launching an AI assistant. This AI assistant mainly has three parts: These three parts are innovative integration of AI tools from the value chain. We decompose the five main activities of the value chain into three major ideas:

1. The first part is internal and external logistics plus customer service. Through customer satisfaction surveys, we found that service is a key opportunity to improve our business and a key opportunity to enhance brand advantages. Through an AI system to achieve full life cycle management of customer orders, delivery, installation, and maintenance, it will greatly improve customer satisfaction and brand recommendation.

2. The second part is to add the AI core of brand management to the operation system of the value chain. Through the ISO 20671 brand evaluation standard, the internal and external indicators of the five aspects of brand promotion are systematically collected and analyzed regularly, the main data of competitors are captured, and after intelligent analysis, the current problems and advantages of the brand are clarified, the marketing activities are guided, and the brand strength is simulated and calculated to measure the brand value.

3. The third part is the marketing part. We plan to develop three tools to improve the quality of marketing. The first one is the AI management system for brand quality, which uses AI tools to identify incorrect brand usage to increase the quality of the brand. For example, brand logos, colors, wrong backgrounds, etc. The second is news and articles that are very important for corporate communication. We use AI to build a screening and detection tool for common errors. We also consider using generative AI to write some article content in the future. The third is to combine the results of AI intelligence analysis in value chain operations to push AI intelligent content posted on social media, etc., to improve marketing ROI.

Year of Submission

2025

Department

Department of Management

First Advisor

Alicia Rosburg

Date Original

5-2025

Object Description

1 PDF file (1 volume (unnumbered))

Language

en

File Format

application/pdf

Electronic copy is not available through UNI ScholarWorks.

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