資料探勘於寵物飼主關係管理與寵物食品推薦機制之研究

The study of data mining for the pet owner relationship management and pet food recommendation mechanism

洪意凡(I-Fan Hung)

指導教授 ： 廖述賢

淡江大學/商管學院/管理科學學系企業經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00216

摘要

現今社會人們飼養寵物犬的功能已從過去的看門工具，轉變成可以傳遞情感、關愛的情感取向。因為觀念的改變，讓寵物食品市場具有爆發性的商機。企業如何在產品同性質極高的市場上，主動提供顧客所需求的產品，並精準地推薦適合的產品組合給目標客群，建立顧客滿意度及忠誠度。本研究採用問卷調查法，將其數據建立成資料庫，並透過資探勘的方法以集群分析與關聯法，詳盡分析並瞭解顧客消費產品和促銷偏好，再依據推薦機制導出產品推薦以及挖掘出較適合的產品組合、適合運用哪一種促銷，以符合主要顧客及潛在顧客的需求，並可以提供業者在產品行銷策略上的參考。

關鍵字

寵物 ； 寵物飼主關係管理 ； 新產品開發 ； 推薦機制 ； 資料探勘

並列摘要

The function of keeping a pet dog is not only for house watching but also, more importantly, it turns to be a spiritual to accompany people. Because the role playing of pet dogs in the early time was quite different from today's society, and we believe that how owners treat their pet dogs are also different from the past. We need to conduct research, determine what consumers' needs and provide products' worth.

This study uses questionnaire survey, and through the ways of date mining: Cluster analysis and association rule, to discover how to use the complementarity of the merchandise to design the physical channel, and find out that what product would be the customers buy in different channels and the preference of promotion. According to the above method can tell that what product combination is suit to which promotion and in which channel. Company can use it as the reference of marketing strategy.

The enterprise should do for the customer’s need to establish the loyalty and satisfaction. Through the technique of data mining and building of new product development, the purpose of this research is to find the mix of products, and mapping the marketing map to get the difference of marketing.

並列關鍵字

pet ； pet owner relationship management ； new product development ； recommendation mechanism ； data mining

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