Ontology-based data mining approach implemented on exploring product and brand spectrum
學年 98
學期 1
出版（發表）日期 2009-11-01
作品名稱 Ontology-based data mining approach implemented on exploring product and brand spectrum
作品名稱（其他語言）
著者 Liao, Shu-hsien; Ho, Hsu-hui; Yang, Feng-chich
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 36(9), pp.11730-11744
摘要 In physics, a spectrum is, the series of colored bands diffracted and arranged in the order of their respective wave lengths by the passage of white light through a prism or other diffracting medium. Outside of physics, a spectrum is a condition that is not limited to a specific set of values but can vary infinitely within a continuum. In commerce, an effective visualization tool, especially for stakeholders or managers, is a brand spectrum diagram highlighting where the company’s brands and products are situated compared to other competitors. This paper investigates the research issues on product and brand spectrum in the beverage product market of Taiwan, which proposes using the Apriori algorithm of association rules, and clustering analysis based on an ontology-based data mining approach, for mining customer and product knowledge from the database. Knowledge extracted from data-mining results is illustrated as knowledge patterns, rules, and maps in order to propose suggestions and solutions to beverage firms for possible product development, promotion, and marketing.
關鍵字 Ontology;Data mining;Apriori algorithm;Clustering analysis;Product spectrum;Brand spectrum
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 Liao, Shu-hsien
審稿制度
國別 GBR
公開徵稿
出版型式 紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/64927 )

機構典藏連結
SDGS 產業創新與基礎設施