English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51955/87093 (60%)
Visitors : 8509615      Online Users : 85
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102191

    Title: 資料探勘應用於戶外用品實體與虛擬通路推薦機制之研究
    Other Titles: Data mining implement on a recommendation mechanism for the physical and virtual channel of outdoor appliance
    Authors: 蔡逸珊;Tsai, Yi-Shan
    Contributors: 淡江大學管理科學學系碩士班
    廖述賢;Liao, Shu-Hsien
    Keywords: 推薦機制;資料探勘;商業智慧;虛實整合;商店設計;Recommendation Mechanism;data mining;Business Intelligence;Online to Offline;Store Layout
    Date: 2014
    Issue Date: 2015-05-04 09:49:40 (UTC+8)
    Abstract: 現代人因忙碌的生活過於緊繃,以至於紛紛開始注重養身及崇尚健康,認同悠活及樂活的人也越來越多,間接活絡了產業的發展,使戶外用品業者擁有無限商機。但也因此導致競爭過於激烈,品牌及產品的同質性過高,顧客在選購上就得多需花一點心力,而企業主也須制定適當的行銷策略來滿足不同之顧客群。因此企業該如何在實體通路店內運用貨架和櫃的佈置引導顧客購物動線,並且又精準的推薦適當的品牌和產品組合給目標顧客群,以及如何運用合適的促銷活動來吸引不同通路之顧客群,即成了重要課題。
    Nowadays, people become much busier and start to consider that health is the most important thing in life, so it indirectly increases the scale market of outdoor appliance. However, customers possibly spend more time to select the homogeneous products; so many enterprises start to revise the channel strategy. In regard to this, how to set a nice store Layout in physical channel, improve the right image for brand, and increase competitive advantage are the core issues that worth discussing.
    This study uses questionnaire survey, and through the ways of data mining: CART, cluster analysis and association rule, to discover how to use the complementarity of the merchandise to design the physical channel, and find out that what product/brand would be the customers buy in different channels and the preference of promotion. According to the above method can tell that which brand and product combination are suit to which promotion and in which channel. Company can use it as the reference of marketing strategy.
    In the conclusion, the different groups of customers have the different preferences in varied brands and product combination. Company can use different marketing strategies to different groups, it can increase the satisfaction of customers and the business performance.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback