教師資料查詢 | 類別: 期刊論文 | 教師: 廖述賢 LIAO SHU-HSIEN (瀏覽個人網頁)

標題: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
語言英文
ISSN0957-4174
期刊性質國外
收錄於SCI;EI
產學合作
通訊作者
審稿制度
國別英國
公開徵稿
出版型式紙本
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