面相影響化妝美容產品消費行為之研究

現在許多企業都有許多創新的行銷方法，但是除了透過網路電視上的行銷外，還是有很多產業還是需要銷售員和顧客面對面的介紹與推銷，所以顧客對銷售員的第一接觸就是面相。面相是古代很常見的觀人術，也是帝王識人用人的最高準則，而現代人際複雜的社會中，要如何「知人知面又知心」，是現代面相學發展的目標。因此本研究將結合面相學與資料採礦的技術，運用於市場行銷，來找出相同面相特徵的顧客其消費的習慣與趨勢。而本研究主要探討在各大百貨公司中的大宗產業-化妝美容產品為分析的主要目標。如何看準顧客予以正確的行銷策略，在競爭激烈的市場上就顯得特別重要。所以借由顧客中面相共同的特徵，進而找出和其消費的趨勢、特性與關聯，可以幫助行銷人員找到正確的行銷對象與行銷產品，提供有效的市場行銷。研究結果顯示將面相特徵給予分類，能區分出其明確的消費行為與消費能力。且年齡與性別為對化妝美容產品消費行為的兩項影響因子。

關鍵字

面相學；化妝美容產品；資料採礦；消費行為

並列摘要

There are many innovative marketing methods be used in the companies plot. The method is through the Internet or television. There are many companies' sales and customer still need face to face to sales and explain. The face is the first contact with customer. Physiognomy has a long history. This is important to understand customer preferences by the face. Therefore, the main purpose of the study was doing combine face and data mining technology applied to marketing methods. Many department stores have many cosmetics products. The study is to use facial features to find consumer behavior. It is divided into interviewee's facial features to identify their consumption trends, characteristics and associated. The results indicate difference facial features customer have difference purchase behavior. Age and gender is also an important factor.