Mining marketing maps for business alliances
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 )

機構典藏連結
SDGS 產業創新與基礎設施