資料探勘應用於自行車之文化差異性行銷

因為近年來油價居高不下，而行駛汽機車時排放之二氧化碳導致自然界的汙染，因此，在政府宣導全民「節能減探做環保」之下，不必使用燃料油又不會排放廢氣污染環境的自行車逐漸成為人民的新寵。因為自行車不必使用燃料油便可驅動，所以大大降低必要的花費，而不會排放廢氣，落實了環境保護的優勢，並且，由於自行車需要人力自行驅動，在驅動自行車的過程等於騎乘者也同時在做有效的運動行為，讓自行車的優點又新增了一筆。由以上敘述可得知自行車這個行業值得我們重視，歐洲自行車名牌捷安特的代工工廠建立於臺灣，而自行車這項交通工具是由歐洲發展而來的，因此，希望能藉由分析歐洲國家顧客購買自行車的影響因素，來分析國家與國家不同文化的差異對於自行車的購買情形是否會有差異？藉由資料探勘這項技術來建置模型，分析模型的資訊，從國家本身的文化民情，和國家與國家之間的文化民情差異性去做深入探討，找出影響是否購買自行車的因素，再應用分析出來的資訊於自行車的行銷策略中。

關鍵字

自行車；資料探勘；決策樹；類神經網路

並列摘要

In recent years, due to high oil prices, and driving motor vehicles causing emitting carbon dioxide which leads to pollution of the natural world, therefore the government advocates " saving energy and reducing environmental exploration" to all the people so that the bikes have gradually become the new favorite vehicles for people since there is no need to use fuel oil resulting in polluting emissions. Because the bike can be driven without the use of fuel oil, it greatly reduces the necessary cost, and without emissions to implement the environmental advantages. Due to bicycles requiring human to self drive, the process of driving a bike is equal to the rider at the same time doing effective exercise behavior, and in doing so bikes have added an additional advantage. It can be learned from the above description that the bike industry is worthy of our attention. The European name-brand bicycles are made by Giant Factory established in Taiwan. While the bicycle vehicle was evolved from the Europe, therefore, it is hoped that the factors for the European customers to buy bikes are based to analyze whether the purchase of the bicycle will be different due to cultural differences among nations and countries. By using data mining to build the models, the model information was analyzed in depth based on cultural sentiments from the countries themselves, and national sentiments and national cultural differences among countries to find out the factors affecting whether to buy a bike, and then apply the analyzed information to the marketing strategy.

並列關鍵字

bicycle ； data mining ； decision tree ； neural network

參考文獻

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[20] WIKIPEDIA, “Sensitivity and specificity,” Apr. 2010, http://en.wikipedia.org/wiki/Sensitivity_and_specificity(2010/4/19 瀏覽).

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資料探勘應用於自行車之文化差異性行銷

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