Ontology driven multi-agent system to support service marketing of the publishing house

In the past, the books are the only market products and the only way to profit of the publishing house. As market competition intensifies, the publishing house uses such as discount, distribution catalogue of books, website of books and other methods to gain more profits. However, many questions exist in these services. The service doesn't make clear definition; the service function overlapped; the services independently operated and rarely communicated each other; the service management confused etc. Consequently, these problems reduce the efficiency of service marketing. This paper details the processes undertaken to create an application utilizing ontology and multi-agent, for service marketing of the publishing house. Ontology aggregates the agreed knowledge about service marketing and publishing industry. The paper presents the critical issues of ontology driven multi-agent system and puts forward a solution plan. In this paper introduces the service marketing system architecture of the publishing house, relationships between agent and ontology. In addition, we describe in detail how to design and construct ontology. This approach contributes to use ontology as knowledge repository to bundle the atomic service to form specific service marketing scheme for every customer.