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    题名: 台灣機車製造商行銷策略-資料採礦應用
    Taiwanese motorcycle manufacturers marketing strategies: Data mining application
    作者: 吳晢楷
    贡献者: 鄭宇廷
    洪叔民
    吳晢楷
    关键词: 台灣機車
    資料採礦
    三陽機車
    哈雷機車
    行銷策略
    日期: 2009
    上传时间: 2010-12-08 01:52:10 (UTC+8)
    摘要: 台灣地狹人稠造成台灣機車的使用率相對於其他國家要來的高，因此許多機車製造商如雨後春筍般的出現成長來應付一般消費大眾的需求。但是藉由資料可以發現，台灣機車的銷售量是以負成長的速度前進，除此之外台灣並無世界知名品牌來支持未來銷售。此研究目的於使用SPSS Clementine 12.0找出購買機車行為重要之變數。變數分為兩群；一群為基本人口資料變數，另一群為消費者購買行為變數。藉由此兩群變數可建立統計模型: CHAID,，類神經的準確率相較於Logistic regression，C5.0和C&RT要來的高，因此此兩種模型可成為之後解釋之基準。 透過CHAID，“資產規模”、 “婚姻狀況”、 “物美價廉”、 “節能減碳”、和 “時尚流行”為五種重要變數。接下來透過三陽機車和哈雷機車case study將可提出行銷策略上建議。
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    描述: 碩士
    國立政治大學
    企業管理研究所
    96355065
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0963550651
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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