| 以本體論為基礎的資料採礦方法應用於台灣飲料商品產品光譜之研究 | |
|---|---|
| 學年 | 96 |
| 學期 | 2 |
| 發表日期 | 2008-05-16 |
| 作品名稱 | 以本體論為基礎的資料採礦方法應用於台灣飲料商品產品光譜之研究 |
| 作品名稱（其他語言） | The Research of Ontology-Based Approach to Data Mining Techniques Applied to Product Spectrum of Taiwan Beverage |
| 著者 | 廖述賢; 陳盈如; 楊逢杰 |
| 作品所屬單位 | 淡江大學管理科學學系 |
| 出版者 | |
| 會議名稱 | 2008管理創新與新願景研討會 |
| 會議地點 | 臺北縣, 臺灣 |
| 摘要 | 陳列在便利商店架上的各式飲料產品琳瑯滿目，綠茶、果汁、牛奶、咖啡、汽水、包裝水等，您會如何選擇呢？對於現代人來說，飲料早就是生活中不可或缺的一部份。目前飲料市場的商機日益擴大，飲料產品推陳出新的速度比起消費者所購買過的產品要快上許多，身為消費者的我們不難發現架上的飲料商品越來越雷同，光是選購就必須花上一些時間。因此我們不僅要問消費者忠誠於偏好的產品嗎？消費者對於口味挑剔嗎？那麼在消費者心中的產品有沒有偏好的排序？有沒有光譜般的漸層現象？本研究主要以本體論的觀念，將消費者的基本資料、購買行為、飲料產品及促銷活動區分為四個本體做一概念化的描述。且利用本體論為基礎形塑出關連資料庫，包含消費者資料庫、購買行為資料庫、飲料產品資料庫及促銷資料庫來描述出消費者的購買行為，並依本體的概念設計相關問卷。最後利用所建立之關聯資料資庫透過資料採礦的方法以集群分析與關聯法則，將顧客輪廓、生活型態與購買行為等因素加以分析，做為市場區隔的依據。再以每群的消費者所購買的飲料產品做偏好的排序，找出每群消費者的飲料產品光譜，並利用關聯法則挖掘其消費關聯，得以尋求較佳的行銷策略。 In convenience stores, the sheer amount of various beverages on the shelves are stunning, from green tea, fruit juice, milk, coffee, soft drinks, packaged water and so on, how do you choose? For modern people, beverages have already become an indispensable part of life. As the beverage market expands, it’s not uncommon to come across similar beverages offered by different brands. We therefore spend much time choosing. Thus, we must ask: is the consumer loyal to a certain product or demanding in regards of taste? Does the consumer have a preference ranking of products? Is there a gradual spectrum phenomenon present? The thesis is based on the ontology concept, using four constructs—basic consumer data, data for consumer behavior, data for beverage product and data for promotion—to form a conceptive description and to design a questionnaire. We also used the ontology concept approach to form an association database that includes a basic consumer data database, a consumer behavior database, a beverage product database and a promotion database to describe consumer behavior. Finally, through the association rule and cluster analysis of data mining, we analyzed consumer adumbration, lifestyle habits and purchasing behavior. Then, we found each cluster’s consumer preference and product spectrum. The results of this research could provide suggestions and advice on management for future researchers, as well as help relevant practitioners increase their competitive capability. |
| 關鍵字 | 本體論;市場區隔;產品光譜;資料採礦;消費者行為;Ontology;Segmentation;Product spectrum;Data mining;Consumer behavior |
| 語言 | zh_TW |
| 收錄於 | |
| 會議性質 | 國內 |
| 校內研討會地點 | |
| 研討會時間 | 20080516~20080516 |
| 通訊作者 | |
| 國別 | TWN |
| 公開徵稿 | Y |
| 出版型式 | 紙本 |
| 出處 | 2008管理創新與新願景研討會論文集，15頁 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/95379 ) |
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