現代繁忙的消費者追求便利及物美價廉的購物方式，對已邁入成熟期的台灣直銷(直接銷售)市場而言，如何滿足消費者的期待，已是勢在必行。而直效行銷就是現代企業在行銷上常用的有效方法，相較大手筆的媒體廣告，直效行銷能針對特定的顧客群，提供專屬產品和服務並降低交易成本。再者近年來網路使用普及，虛擬商品網頁與網路訂購崛起，使溝通銷售管道更發達。因此本研究將針對直效行銷中的網路行銷進行探討，以期減少經營與流通成本，如人力方面的去中介化。 本研究透過問卷建立關聯資料庫，以資料採礦的集群分析與關聯法則分析，方便資料庫行銷執行，協助直銷業者抓住消費者的期待，更準確的找出行銷活動的目標，採取適當的行動。對消費者而言，當企業利用網路管理方式來展示商品與訂購以滿足消費者對於便利的需求同時，也能降低企業人事支出。而降低的人事成本能反映在產品價格上，滿足消費者價廉的願望，又提高買氣增加銷售，提升直銷的競爭力避免淪入衰退期。 In the modern society, the busy consumers pursue convenient shopping way. In addition, the product price must be reasonable and its quality must be excellent. Taiwan’s direct selling industry has advanced into the maturity stage. Direct selling companies must think how to satisfy the consumers’ demands. Direct Marketing is an effective marketing method. To compare with the expensive media advertisements, direct marketing could provide exclusive products and service for specific consumers. Also, this method could reduce transaction cost. The Internet is popularized nowadays. The communication channel is diverse because the virtual shop stores and the on-line shopping are spring up. Therefore, this research will discuss the Internet marketing applied to direct selling industry and expect to reduce the operation and human costs. This research uses the questionnaire to build the database. Then, through the association rule and cluster analysis of data mining, we analyzed consumer adumbration, lifestyle habits and purchasing behavior. Finally, we found each cluster’s consumer preference and demand to make the more accurate marketing decisions. For consumers, the human cost decreased could reflect to the products’ price if the enterprises utilize the website management that could reduce the human cost. For companies, this way could not only reduce the human cost, but enhance the sales volume. It could help the direct selling industry increase the competitive capability and avoid falling into the decline stage that reaches a win-win situation.
