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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105315

    Title: 資料探勘於網路互動式科技整合性行銷之研究
    Other Titles: The study of data mining on networked interactive technology for integrated marketing
    Authors: 吳書緯;Wu, Shu-Wei
    Contributors: 淡江大學管理科學學系碩士班
    Keywords: 互動科技;整合行銷;虛實整合;推薦機制;資料探勘;Recommendation Mechanism;Click-and-Mortar;Networked interactive technology;integrated marketing;data mining
    Date: 2015
    Issue Date: 2016-01-22 14:53:02 (UTC+8)
    Abstract: 隨著行動網路設備與技術日漸成熟,單純的快速上網已經滿足不了人們的慾望,面對的不再是冷冰冰的機器,經由互動科技所誕生的是,人與人之間更多的連結與互動,生活跟網路幾乎是密不可分了。網路世界的崛起,帶來了商業模式的轉型,許多網路商店的快速擴張,影響了實體店面的經營模式,對於廠商們來說,利用網路來加強自身的競爭優勢已是不可或缺的一環。
    The development of internet technology has changed the ways of purchasing. It has also become the main source of communication and information. The way of internet marketing, as an internet tool, vendors on the internet can use the advertising tools like Facebook, LINE and YouTube to increase the exposure of their production or brand. In recent years, with the purchasing methods changing, many companies in Taiwan must begin to face the problem of business transformation.
    The study focuses on the analysis of network interactive technology users to conclude the habits of their information sourcing and shopping preference with a further attempt to discuss the relationship between network interactive technology users, network interactive technology companies and the business operators. According to the recommendation mechanism to advice companies how to do integrated marketing in the market strategy.
    Data mining is a powerful new technology with great potential to help companies focus on the most important information in the data they have collected about the behavior of their customers and potential customers. This study adopts 1,044 users as samples, dividing the research result into two clusters while Association rules are applied to bring out more useful information and knowledge for the finding of similar traits and qualities of consumers'' habits.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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