| Summary: | 碩士 === 淡江大學 === 管理科學學系碩士班 === 102 === Nowadays, people become much busier and start to consider that health is the most important thing in life, so it indirectly increases the scale market of outdoor appliance. However, customers possibly spend more time to select the homogeneous products; so many enterprises start to revise the channel strategy. In regard to this, how to set a nice store Layout in physical channel, improve the right image for brand, and increase competitive advantage are the core issues that worth discussing.
This study uses questionnaire survey, and through the ways of data mining: CART, 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/brand would be the customers buy in different channels and the preference of promotion. According to the above method can tell that which brand and product combination are suit to which promotion and in which channel. Company can use it as the reference of marketing strategy.
In the conclusion, the different groups of customers have the different preferences in varied brands and product combination. Company can use different marketing strategies to different groups, it can increase the satisfaction of customers and the business performance.
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