運用資料探勘技術於化妝品新產品開發與直接銷售之研究

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Title:	運用資料探勘技術於化妝品新產品開發與直接銷售之研究
Other Titles:	Data mining approach implementation on new product development and direct selling of the cosmetics
Authors:	黃穗萍;Huang, Sui-ping
Contributors:	淡江大學管理科學研究所碩士班廖述賢;Liao, Shu-hsien
Date:	2005
Issue Date:	2010-01-11 03:53:41 (UTC+8)
Abstract:	在二十一世紀，化妝品產業已由為奢華產業逐漸演變為必需品或消耗品，顧客對企業的期望愈來愈高，要求企業能提供多樣化多功能的產品或服務，企業如何在顧客至上的趨勢下，洞燭先機，主動提供顧客需求且適合的產品，建立顧客忠誠度與滿意度，達到企業獲利的目的。本研究透過關聯式資料庫的建立，在資料探勘的技術運用下，建立知識庫，以NPD（New Product Development）的概念，協助行銷決策者找到最適的產品組合，能夠更準確的找出行銷活動的目標，並採取適當的行動，以符合主要客戶及潛在客戶的需求，達到行銷的差異化。在顧客關係管理上，關係的品質及關係行銷是在今日的行銷活動中不可缺少之環節。在銷售前，詳盡分析並瞭解顧客消費資料；銷售中，除了傳統直銷的手段，還可以運用直效行銷的服務；銷售後，對於顧客回饋的知識，也要累積在企業知識庫中，建立新的知識規則，以納入下一次的銷售流程中。顧客關係品質來自於顧客對企業的滿意、信任及承諾，也應該要納入企業在關係行銷的活動流程，除了讓顧客願意購買外，要如何提升顧客滿意度，吸引顧客「再次消費」的契機，這些都是企業整個行銷流程中重要的環節。以成功的關係行銷，增加企業獲利，深植企業競爭力。 The cosmetics industry has becomed from the luxurious industry to the essential item in the 21st century. Getting a goal of profits, the enterpeise should do for the customer’s need to establish the loyalty and satisfaction. Through the technique of data mining and building of new procuct development, the purpose of this research is to find the mix of products, and mapping the marketing map to get the difference of matketing. The relationship is an important one in marketing flow. Analyzing the comsuption, providing the service direct selling and accumulating form customer’s knowledge to building rules. They will be included in the selling flow. The quality of customer relations is come from the customer’s satisfaction, trust and commitment, should be bring into the activities of enterprise marketing flows. Successful relation marketing may increase the enterprise to make a profit, and the the enterprise competition.
Appears in Collections:	[Department of Management Sciences] Thesis

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