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    Title: 資料採礦於精品業需求鏈推薦機制探勘之研究
    Other Titles: Data mining on recommendation mechanism and demand chain of luxury industry
    Authors: 張瑋玲;Chang, Wei-Ling
    Contributors: 淡江大學管理科學研究所企業經營碩士在職專班
    廖述賢;吳啟絹;Liao, Shu-Hsien;Wu, Chi-Chuan
    Keywords: 精品;需求鏈;推薦機制;資料採礦;品牌光譜;產品光譜;Luxury;Demand chain;Recommedation Mechanism;data mining;brand spectrum;product spectrum
    Date: 2011
    Issue Date: 2011-12-28 18:14:27 (UTC+8)
    Abstract: 近年來國內的景氣日漸復甦,消費者在購買意願上也隨之大幅提昇,因此把提昇生活品質及品味視為很重要的一部份。精品對於大部份的消費者而言,就是一種提昇生活品質及品味的指標之一,然而面對台灣如此成熟的精品市場來說,除了市場上不斷推陳出新的產品以及引進各式國際品牌之外,業者要如何選擇有效地目標客群來做產品銷售以及如何維持在消費者心中的品牌形象及消費偏好,或是消費者如何選擇適合的商品,便是目前值得研究的議題。

    過去針對精品產業的研究大多是以深度訪談、產業分析、精品集團分析或是單一品牌做為研究主題,較少深入消費者對精品品牌及產品類別之偏好與需求來作探討。本研究採用問卷調查法,透過資料採礦的方式作集群分析以找出顧客輪廓,並運用關聯法則瞭解消費者對於精品品牌及產品的光譜現象,且依照需求鏈理論試圖挖掘不同集群的消費者對於精品產品及品牌的需求,再根據推薦機制作出品牌及產品推薦,以提供給業者在提昇品牌形象、維持消費者品牌忠誠度、以及品牌發展和產品行銷策略上的參考。

    本研究發現不同集群的消費者,其購買類別順序和對於品牌的喜好度、流行認知度及網站/廣告/目錄的認知度皆大不相同,對於未來欲購的品牌及類別也不一樣,然而從關聯法則中找出了消費行為的偏好和購買需求之關聯性,並加以作推薦,作為業者在發展品牌策略的參考,以及提供給消費者在選擇品牌及產品上的建議。
    In recent years, the economy in Taiwan has experienced a quick recovery, which has boosted the consumer’s purchase intension. Therefore, the quality and the taste have been taken as the most important part in life. For most consumers, purchasing luxury goods is one of the indicators to elevate their life quality and taste. There already exists a mature luxury market in Taiwan. In addition to launching various products to attract customers and bringing different international brands into the market, luxury brands should focus more on targeted consumer groups, adopt different product launch plans and maintain the brand image and customer loyalty.

    Most previous studies on luxury industry and products have focused on in-depth interviews, industry analysis and mono-brand research. However, purchasing preference and customer’s needs are seldom analyzed on luxury goods purchases. This study aims to identify different consumer groups based on their needs and desires and to investigate the customer purchasing spectrum of luxury products and brands using data mining and association rules. Based on the demand chain theory and recommendation mechanisms, this study will provide some recommendations on luxury products and brands, which can be used as references for manufacturers and retailers.

    It has been found in this study that different consumer groups have distinct purchasing preferences and priorities with regard to luxury products and show different attitudes towards new styles and popular trends. They also exhibit different degrees of recognition to advertisements, internet promotions and commercial catalogues for particular goods and brands. By applying association rules we have found the relationships between customer’s needs and preferences. Thus, we are able to make recommendations to manufacturers and retailers on development and promotion strategies and to consumers on the purchase and selection of new products and brands.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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