由於台灣國人所得提高，生活水準跟著日漸提高，近年來更是意識到健康對個人及家庭的重要性，因此國內健康食品與藥品市場在這幾年蓬勃地發展，特別是連鎖藥妝的普及，結合藥品、健康食品與開架式保養品、化妝品銷售，提供專業藥師諮詢服務，成為複合式的經營模式。但近年來連鎖藥妝零售業者也面臨來自外商連鎖藥妝、本土連鎖藥妝、地區性連鎖藥局等不同體系的競爭，因此藥品及化粧品零售業者普遍認同，目前經營上所面臨之困難主要為「同業競爭激烈」。
商品力為一連鎖藥妝零售業者成功的重要因素，具體展現在商品多樣性、商品獲利性、商品價格競爭力、商品獨特性…等不同的面向。目前藥品及化粧品零售業中，確實大部分的業者都有商品企劃或設計的需求，但有商品企劃或設計部門者僅為少數。利用資料採礦技術，將能在不大量增加人事費用的情況下，有效率地協助進行商品企劃或設計，進而提升連鎖藥妝零售業者的商品力。
本研究將針對資料採礦在連鎖藥妝上的應用進行探討，包含以下研究目的：
1. 利用資料採礦中之集群分析建置商品力矩陣，代表他們的屬性與價值。透過商品力矩陣釐清各商品的定位，幫助決策者優化商品組合，針對各商品執行妥善策略安排。
2. 依循集群分析後的結果，更進一步進行商品分類的關聯規則分析。幫助決策者將集群分析之成果化為實務決策之參考，優化商品組合，針對各商品執行妥善策略安排，也為關聯規則的整理帶來新的應用方式。
3. 根據上述兩模型建置之結果，對H連鎖藥妝提出具體可行之行銷策略建議。
本研究利用資料採礦中的Two-step Cluster模型建置出H連鎖藥妝中各項商品的商品力矩陣，此矩陣的兩軸分別為「個別商品的平均毛利」及「個別商品的年交易筆數」，將各種商品概略分為明星、樂透、忠狗、問號四大類商品，分別代表他們不同的屬性與價值。同時配合關聯規則分析，提出具體可行之候選規則篩選模式：
1. 樂透型商品，應用方式有兩種，將樂透型商品放在Apriori模型中的後項，找出導購向樂透型商品的潛在模式；將樂透型商品放在Apriori模型中的前項，並將後項商品作為加價購搭售促銷標的，提升購買樂透型商品的意願。
2. 忠狗型商品，應用方式也有兩種，將忠狗型商品放在Apriori模型中的前項，找出可能導購的商品標的，推出合適的加價購搭售促銷活動；另外也可以藉由觀察忠狗型商品的消費行為，進而提供適當的促銷、推薦，提高其他品項交叉銷售的可能性。 / Taiwanese living standard raised due to the income growing, which lead to recognizing the importance of health toward personal and family. As a result, the market of dietary supplements and drugs flourishing these years, especially the spread of chained drugstores, which turned into combinative store by providing professional pharmacist consultant and selling of drugs, dietary supplements, skincare products and cosmetics. The drug and cosmetic retailers generally agreed that the main difficulty is “Industry Competition” due to the competition from different systems, including foreign chained drugstores, local chained drugstores and regional chained drugstores.
Commodity competitiveness is one of the key successful factors of chained drugstores, which expressed as commodity diversity, commodity profitability, commodity price competitiveness, commodity uniqueness, etc. Seldom drugstores own product planning or designing department although most drugstores have demand of product planning or designing. It could raise the commodity competitiveness of chained drugstores by applying data mining to help product planning or designing more efficiently without increasing too much labor cost.
This study focus on the application of data mining on chained drugstores, including goals below:
1. Building commodity competitiveness matrix by cluster analysis, representing their features and values. Through positioning products on commodity competitiveness matrix, helping decision maker optimize product mix and execute appropriate strategy toward products.
2. Based on the results from cluster analysis, proceed association rules analysis toward product categories. Help turning the results from cluster analysis into references of actual decision, optimize product mix and execute appropriate strategy toward products. Bringing new application pattern of association rules analysis.
3. Providing actual marketing strategy suggestions to H chained drugstore based on the two models built above.
This study built commodity competitiveness matrix of H chained drugstore by Two-step Cluster model, which take “average margin of individual product” and “annual transaction amounts of individual product” as two axes. Divided products into Star, Lottery, Greyfriars and Question Mark. Each of them represent different features and values. Providing practical filtering rules of candidate rules in association rules analysis:
1. Lottery Products:
Placing lottery products as consequents in Apriori model, searching for the potential pattern led to buying lottery products.
Placing lottery products as antecedents, which we can provide the consequents with additional purchase discount in order to raise the willing to buy lottery products.
2. Greyfriars Products:
Placing Greyfriars products as antecedents, searching for potential recommendation with additional purchase discount.
Providing appropriate sales and recommendation to raise the possibility of cross-selling by observing consuming behaviors of Greyfriars products.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0103363082 |
| Creators | 賴柏龍, Lai, Po Lung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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