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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33157

    Title: 以本體論為基礎的資料採礦方法於運動行銷之研究-以Adidas公司為研究對象
    Other Titles: The study of ontology-based approach to data mining technigues applied to sports marketing─a case study of adidas
    Authors: 許哲源;Hsu, Tze-yuan
    Contributors: 淡江大學管理科學研究所碩士班
    廖述賢;Liao, Shu-hsien
    Keywords: 運動行銷;媒體;代言人;本體論;資料採礦;消費行為;Sports Marketing;Media;Endorser;Ontology;data mining;Consumer Behaviour
    Date: 2008
    Issue Date: 2010-01-11 03:40:59 (UTC+8)
    Abstract: 隨著國內運動行銷日漸流行,各大運動業者間的競爭早已白熱化,根據美國商業週刊公佈最新全球百大品牌排名與品牌價值, Adidas公司於2007年的品牌排名為69,而品牌價值為47億6千7百萬美元;相較於2006年,其品牌排名上升2個名次,且品牌價值亦增加了11個百分比。
    As a result of sports marketing becoming increasingly popular and sports industries competing with each other, according to the American Business Journal, in the year 2007 Adidas was ranked 69th of all brands, having a brand value of 4.7 billion US dollars. Compared with their statistics from a year before, not only did their ranking climb two places but their brand value increased by 11 percent as well.
    On account of Adidas not constructing their own consumer data base, it is therefore impossible to know consumer behavior or what type of media or endorser consumers like best. Therefore, we conducted a field investigation to collect consumer information. An ontology-based research was performed for Adidas. We hope to strengthen Adidas’ marketing ability. We used the data mining techniques of the Association Rule and Cluster Analysis to look for endorsers favored by consumers, for example, endorsers Wang Chien-ming. We also focused on Adidas’s past products and placed our focus on the consumer in order to keep pace with the consumer-centered marketing strategies of today.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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