期刊論文
| 學年 | 97 |
|---|---|
| 學期 | 1 |
| 出版（發表）日期 | 2008-10-01 |
| 作品名稱 | Mining marketing maps for business alliances |
| 作品名稱（其他語言） | |
| 著者 | 廖述賢; Liao, Shu-hsien; Chang, Wen-jung; Lee, Chai-chen |
| 單位 | 淡江大學經營決策學系 |
| 出版者 | Oxford: Pergamon |
| 著錄名稱、卷期、頁數 | Expert Systems with Applications 35(3), pp.1338-1350 |
| 摘要 | A business can strengthen its competitive advantage and increase its market share by forming a strategic alliance. With the help of alliances, businesses can bring to bear significant resources beyond the capabilities of the individual co-operating firms. Thus how to effectively evaluate and select alliance partners is an important task for businesses because a successful corporation partner selection can therefore reduce the possible risk and avoid failure results on business alliance. This paper proposes the Apriori algorithm as a methodology of association rules for data mining, which is implemented for mining marketing map knowledge from customers. Knowledge extraction from marketing maps is illustrated as knowledge patterns and rules in order to propose suggestions for business alliances and possible co-operation solutions. Finally, this study suggests that integration of different research factors, variables, theories, and methods for investigating this research topic of business alliance could improve research results and scope. |
| 關鍵字 | Business alliance; Marketing maps; Database marketing; Data mining; Association rules; Knowledge extraction |
| 語言 | en |
| ISSN | 0957-4174 |
| 期刊性質 | |
| 收錄於 | SCI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | GBR |
| 公開徵稿 | |
| 出版型式 | |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/50396 ) |