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

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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。茲因Adidas公司並沒有建構消費者資料庫，故無法得知消費者所偏好的消費行為、媒體、代言人等等資訊。藉由田野調查的方式蒐集消費者資料，本研究以「Adidas」公司為研究對象，並以本體論為研究基礎，主要目的是期望能夠強化Adidas業者的行銷能力。透過資料採礦中的集群分析，以消費者的年齡和可支配所得，將消費者分成兩種不同屬性的族群，再透過關聯法則找到消費者所喜愛的代言人，例如:王建民等等的專業或名人代言人。試圖將業者過去以產品為中心，轉變成以消費者為焦點的行銷方式，使能符合現代社會以消費者為導向的市場競爭模式。 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:	[Department of Management Sciences] Thesis

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