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題 名 | 網路購物產業電子化行銷模式之建構--以服飾與化妝品類產品為例=Model Establishment of Electronic Marketing for Online Shopping Industry--A Case of Categories of Clothing and Cosmetics |
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作 者 | 蔣文育; | 書刊名 | 中小企業發展季刊 |
卷 期 | 11 2009.03[民98.03] |
頁 次 | 頁169-195 |
專 輯 | 市場行銷與中小企業 |
分類號 | 496.5 |
關鍵詞 | RFMBR模型; SOM演算法; C4.5演算法; 顧客價值; 決策規則; RFMBR model; SOM algorithm; C4.5 algorithm; Customer value; Classification rules; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究對網路購物顧客進行市場區隔分析、以及RFMBR 模型分析,建構出網路 購物產業之電子化行銷模型。研究方法使用自組織特徵圖(Self-Organizing Map, SOM) 演算法進行市場區隔分析,並以區別分析測試其分群之準確度,研究結果發現服飾、 化妝品類產品之三個區隔市場:務實導向、附加成本、以及購物享樂。應用C4.5 演 算法進行分析決策規則分析,建構5 項網路購物顧客價值決策規則,進而了解消費者 之價值與其隸屬之市場,以便網路購物產業有效利用研究結果進行電子化行銷,達到 提升顧客價值之目標。 |
英文摘要 | The segmentation analysis and RFMBR model are applied to establish an electronic marketing model for online shopping markets. The objective is to understand precisely the customer value. The paper uses Self-Organizing Map (SOM) algorithm to analyze the sample. This market can be divided into three clusters. Their features are: practical, additional cost and enjoying shopping. C4.5 algorithm and RFMBR model are applied to create 5 classification rules for categories of clothing and cosmetics online shopper. Eventually, this research discovers that customers are upgradeable for their value level. Online shopping industry can promote them to be the higher level. |
本系統中英文摘要資訊取自各篇刊載內容。