群體採購中產品銷售策略之研究

Product Promotion Strategy of Group-Buying on the web

曾任傑(Jen-Chieh Tseng)

指導教授 ： 詹智強

朝陽科技大學/理工學院/工業工程與管理系/碩士(2012年)

摘要

近期興起的新型態團購網站像Groupon、GOMAJI、17P好康(17Life)等，時常能給予產品非常優惠之折扣，也使得此新型態團購網開始盛行。到2011年為止新型態的團購網站營業額已超過其他類型團購網站。因此本研究將對於此種新型態模式進行分析，期望能找出此新型態團購網成功之產品銷售策略。
本研究根據Groupon團購網站所提供產品交易紀錄，將產品種類、價格、折扣和產品來源地點來建立銷售模型。再針對產品銷售成果進行資料分群找出銷售型態。之後利用倒傳遞類神經網路以預測銷售成果來檢驗產品銷售模型，最後提出產品銷售建議供未來新產品銷售使用。

關鍵字

類神經網路 ； 群體採購

並列摘要

New online group-buying websites of the recent rise such as Groupon, GOMAJI and 17Life are very popular, because they often can offer more discounts. Product sales capability of the new online group-buying websites is better than other websites by 2011. In this paper, we want to find the successful product sales strategy of the new group-buying website by the product sales model analyses.
According to transaction records of Groupon Online, the product sales model is constructed using product category, product prices, product discounts and product source. This research, we will find different sales patterns by product sales capability. Then the product sales model is verified by Artificial Neural Network. Back-propagation neural network was applied to forecast capability. Finally, we provide selling strategy suggestion to the new products.

並列關鍵字

Online Group-Buying ； Artificial Neural Network

參考文獻

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