研究結果發現，不同集群的消費者在各自以通路及產品做為選擇因素的區隔前提下，所重視的通路屬性與產品屬性確實各不相同，並具有不同的消費行為，且購買某些特定產品時，會有所偏好的通路型態，以及產品組合、品牌之間的關聯性，均有其顯著的差異。製造商與通路商可藉此了解不同集群與行銷組合方式，使業者能在前期的行銷策略上，推出更吸引顧客的方案及服務。 In the last two decades, the firm all use the multichannel strategy makes a product available to the market through two or more channels of distribution. Multichannel strategies allow firms to reach customers in multiple ways, increasing the firms'' reach. In addition, multiple channels allow customers to reach businesses by using their preferred channel, and using a mix of channel formats, as a multichannel marketer''s objectives are to distribute resources across the channel mix to satisfy customers and maximize profits.
As multichannel distribution becomes increasingly prevalent, customers face an expanding array of purchase and communication options. This study take 3C product for example, used data mining technology of the Cluster Analysis and Association Rule to look for the reason that customer approach channel and product segmentation, and the different segment’s customer prefer what kind of product, brand in the differ by channel type. Understand the different clusters and marketing mix, release the plan and service to attract customers in the early marketing strategy. The results showed that different clusters of customers placed importance on different channel, product quality and consumer behavior under valued by the segment. Also had preference channel type on purchase of specific products and the correlation between product portfolio and brand has obvious differences.
