關鍵字查詢 | 類別:期刊論文 | | 關鍵字:Mining customer knowledge for direct selling and marketing

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序號 學年期 教師動態
1 99/2 管科系 廖述賢 教授 期刊論文 發佈 Mining customer knowledge for direct selling and marketing , [99-2] :Mining customer knowledge for direct selling and marketing期刊論文Mining customer knowledge for direct selling and marketingLiao, Shu-Hsien; Chen, Yin-Ju; Hsieh, Hsin-Hua淡江大學經營決策學系Direct marketing; Direct selling; Data mining; Association rules; Cluster analysis; Database marketingKidlington: PergamonExpert Systems with Applications 38(5), pp.6059–6069Direct 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 b
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