以本體論為基礎的資料採礦方法於運動行銷之研究：以ADIDAS公司為研究對象

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Title:	以本體論為基礎的資料採礦方法於運動行銷之研究：以ADIDAS公司為研究對象
Other Titles:	The Research of Ontology-Based Approach to Data Mining Technigues Applied to Sports Marketing：A Case Study of Adidas
Authors:	廖述賢;陳銓鎂;許哲源
Contributors:	淡江大學管理科學研究所
Keywords:	運動行銷;媒體;代言人;本體論;資料採礦;Sports marketing;Media;Endorser;Ontology;Data mining
Date:	2008-05
Issue Date:	2014-02-12 02:24:19 (UTC+8)
Abstract:	隨著國內運動行銷日漸流行，各大運動業者間的競爭早已白熱化，根據美國商業週刊公佈最新全球百大品牌排名與品牌價值，Adidas公司於2007年的品牌排名為69，而品牌價值為47億6千7百萬美元；相較於2006年，其品牌排名上升2個名次，且品牌價值亦增加了11個百分比。茲因Adidas公司並沒有建構消費者資料庫，故無法得知消費者所偏好的消費行為、媒體、代言人等等資訊。藉由田野調查的方式蒐集消費者資料，本研究以「Adidas」公司為研究對象，並以本體論為研究基礎，主要目的是期望能夠強化Adidas業者的行銷能力。透過資料採礦中的集群分析，以消費者的年齡和可支配所得，將消費者分成兩種不同屬性的族群，再透過關聯法則找到消費者所喜愛的代言人，例如:王建民等等的專業或名人代言人。試圖將業者過去以產品為中心，轉變成以顧客為焦點的行銷方式，使能符合現代社會以消費者為導向的市場競爭模式。 Due to sports marketing becoming increasingly popular and sports industries competing with each other, in the year 2007, Adidas was ranked 69th of all brands, having a brand value of 4.7 billion US dollars, according to the American Business Journal. Compared with their statistics from a year before in 2006, not only did their ranking increase by two but their brand value increased by 11 percent as well. On account of Adidas not constructing their own consumer data base, it is therefore impossible to know consumer behavior or what type of media or endorser consumers like best. Therefore we conduct a field investigation to collect consumer information. An ontology-based research is performed for Adidas. We anticipate to strengthen the Adidas industry's marketing ability. We use the data mining technique of the Association Rule and cluster analysis to find spokespeople favored by consumers. For example: Spokesperson Wang Chien-ming. We will focus on Adidas's past products, and place our focus on the consumer in order to keep pace with the consumer-centered marketing strategies of today.
Relation:	2008管理創新與新願景研討會論文集，15頁
Appears in Collections:	[Department of Management Sciences] Proceeding

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