國民所得上升而提升了顧客購買力，物質需求不再像以往，現在同時必須滿足消費者休閒娛樂，因此結合購物以及餐飲與娛樂的大型購物中心逐漸拓展。本研究以資料採礦技術對T購物中心所提供之問卷進行資料分析，其中問卷包含了消費者基本資料、消費者行為與偏好、滿意度與建議四大部分，以統計方法分析會員與非會員之間的消費行為差異，進而做出市場區隔與行銷決策，增進顧客人數且提高消費意願和忠誠度，以及吸引非會員前來消費並申辦會員，提升顧客對T購物中心的依賴，並期望經由研究結果提供日後T購物中心於行銷計劃上之參考。 / The rising of national income promoted customers purchasing power. Material needs no longer as before,and must satisfy consumer entertainment at the same time now.
Thus ,the shopping malls which combining shopping、dining and entertainment gradually expand. In this study,we used the technology of data mining to the questionnaires provided by T shopping Mall and conducted data analysis. The four parts of questionnaires contain basic information of consumers、consumer behavior、satisfaction and preferences. We analyze consumer behavioral differences between members and non-members by statistical methods and then make market segmentation and marketing decision, increase the number of customers and enhance consumer willingness and loyalty. Moreover, attract non-members to come and consume and bid for membership. Promote the dependence on T shopping mall of customers and expect the results to provide a reference on the marketing plan of T shopping mall in the future.
| Identifer | oai:union.ndltd.org:CHENGCHI/G1023540271 |
| Creators | 范瀞云, Fan,Jing Yun |
| 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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