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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74190

    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。


    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:[Department of Management Sciences] Thesis

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