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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33294

    題名: 零售業品牌延伸與產品線延伸之探勘 : 以家樂福為研究對象
    其他題名: The exploration of brand extension and product line extension on retail trade : regard carrefour as the research object
    作者: 吳宗信;Wu, Chung-hsin
    貢獻者: 淡江大學管理科學研究所碩士班
    廖述賢;Liao, Shu-hsien
    關鍵詞: 商店自有品牌;品牌延伸與產品線延伸;組合產品;資料採礦;資料庫行銷;private brand;brand extension and product line extension;bundling;data mining;database marketing
    日期: 2006
    上傳時間: 2010-01-11 03:51:44 (UTC+8)
    摘要: 隨著國內通路市場趨於飽和,各業者間的競爭早已白熱化,不適者終會被市場淘汰。相較於整體零售業,或是綜合商品零售業的其它業態業者,零售式量販業近年來的營運表現相對成長遲緩,因此它們在經營上自然有相當多值得改進的地方;本研究主要探討的問題,是如何強化業者的行銷能力。
    Due to the saturation of domestic channels, the competition between companies is becoming increasingly heated, and businesses that aren’t fit for the market are quickly eliminated. Compared with whole retail trade or retail sale of general merchandise, the performance of retail outlet is considerably relative worse and insignificant in the past few years; thus, there are many elements worth improving when it comes to management. How to strengthen dealer’s marketing ability is the topic of this research to discuss.
    I conducted my study using Taiwanese Carrefour as the as the research object, beginning with analysis of the brand extension and product line extension of private brand, as well as building and database marketing. Through the association rule and cluster analysis of data mining, trying to find the private brand products which are relatively suitable to put out, better suited packaging and promote concepts, plus differentiated catalog with database marketing, allowing companies to turn their focus to their customers – instead of their products – making them more suitable for the market of today. Additionally to what was previously mentioned, this article also defined numerous terminologies and examine whether the result of cluster analysis conflicts with association rule or not. Finally, providing manage meaning and advice to future researchers on the basis of contents and results of this research, hoping which can help Carrefour improve their competition capability and contribute of the follow-up researchers.
    顯示於類別:[管理科學學系暨研究所] 學位論文


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