Mining customer knowledge for direct selling and marketing
學年 99
學期 2
出版（發表）日期 2011-05-01
作品名稱 Mining customer knowledge for direct selling and marketing
作品名稱（其他語言）
著者 Liao, Shu-Hsien; Chen, Yin-Ju; Hsieh, Hsin-Hua
單位 淡江大學經營決策學系
出版者 Kidlington: Pergamon
著錄名稱、卷期、頁數 Expert Systems with Applications 38(5), pp.6059–6069
摘要 Direct marketing is an effective marketing method. To compare with the expensive media advertisements, direct marketing could provide exclusive products and services for specific consumers. Also, this method could reduce transaction costs. The communication channel is diverse because virtual shop stores and online shopping are springing up. Therefore, this study proposes the application of Internet marketing to the direct selling industry and the cosmetics market in Taiwan. This study implements association rules and cluster analysis as approaches for data mining. By doing so, we analyze consumer adumbration, lifestyle habits and purchasing behavior. Finally, this study finds some models including cluster consumer purchase preference and demand in order to generate different marketing alternatives for decisions. These research results can help attract more direct marketing firms to open up broader markets and earn higher profits for direct selling.
關鍵字 Direct marketing; Direct selling; Data mining; Association rules; Cluster analysis; Database marketing
語言 en
ISSN 0957-4174
期刊性質 國外
收錄於 SCI EI
產學合作
通訊作者
審稿制度
國別 GBR
公開徵稿
出版型式 紙本
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