政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48876
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113822/144841 (79%)
造访人次 : 51768918      在线人数 : 509
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/48876


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/48876


    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。
    參考文獻: Agresti, Alan. (2002), “Categorical Data Analysis”, New York: Wiley-Interscience
    Anderson, Sweeney, Williams (2002), “Statistics for business and economics”, 8th ed., South-Western, pp.616-617.
    Automotive Parts Promotion Center, http://www.appc.org.tw.
    Devaney, M., & Ram, A. (1997), “Efficient feature selection in conceptual clustering”, In Proceeding of the 14th International Conference on Machine Learning, Nashville, TN.
    Dunham, M. (2003), “Data Mining: Introductory and Advanced Topics”, Upper Saddle River, N.J., Pearson Education, pp.92-102.
    Harley-Davidson, www.harley-davidson.com/.
    Hawkins, Best, Coney (2001), “Consumer Behavior: Building Marketing Strategy”, 8th ed., McGraw Hill Company, pp.11-31.
    Hawkins, D. M. & Hawkins, G.V.(1982), “Automatic Interaction Detection”, In D.M. Hawkins (ed), Topics in Applied Multivariate Analysis, Cambridge University Press, Cambridge, pp. 269-302.
    Hsieh, Cheng, Su (2008), “Data Mining: Clementine 12.0 Applications”, Chung-Hua Data Mining Society, pp. 5-14, 301-333.
    Li, Z.M., Chen, D.W. (1999), “Lifestyle Marketing All in One”, Taiwan, Olbooks, pp. 53-71.
    Kotler, P. (1991), “Marketing Management: Analysis, Planning, and Control”, 7th ed. Englewood Cliffs, N. J., Prentice Hall, 164-178, 224-241.
    Loh, W., and Y. Shih (1997), “Split Selection Methods for Classification Trees”, Statistica Sinica, Vol. 7, pp. 815-840.
    Margareta, Udrescu; Constantin, Ilie.(2009),“New Techniques Applied In Economics. Artificial Neural Network”, Annals of the University of Oradea, Economic Science Series, Vol. 18 Issue 4, pp.1080-1084.
    Mehrotra, Ankit; Agarwal, Reeti (2009), “Classifying Customers on the Basis of Their Attitudes towards Telemarketing” Journal of Targeting, Measurement & Analysis for Marketing, Vol. 17 Issue 3, pp.171-193.
    National Statistics, R.O.C., http://www.stat.gov.tw/.
    Piiro, R. (1992), “Beyond mind games: The Marketing Power of Psychographics” Ithaca, N.Y: American Demigraohics Books.
    Plummer, J (1974), “The Concepts and Application of Life-Style Segmentation”, Journal of Marketing, Vol. 38 Issue 1, pp.33-37.
    SanYang Motors, www.sym.com.tw.
    Schouten, John W. & McAlexander, James H. (1995), "Subcultures of Consumption — an Ethnography of the New Bikers", Journal of Consumer Research, Vol. 22(1), pp. 43-61.
    Taiwan MotorSafety Development Association, www.motorsafty.org.tw/.
    Taiwan Transportation Vehicle Manufacturers Association, http://www.ttvma.org.tw/.
    Wells, W. & Tigert, D. (1971), “Activities, Interests and Opinions”, Journal of Advertising Research, Vol. 11, pp. 2-35.
    World Road Statistics, http://www.irfnet.org/statistics.php.
    Yildiz, Birol; Yezegel, Ari.(2010), “Fundamental Analysis With Artificial Neural Network”, International Journal of Business & Finance Research (IJBFR), Vol. 4 Issue 1, pp.149-158.
    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

    文件中的档案:

    没有与此文件相关的档案.



    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈