| Summary: | 碩士 === 國防大學 === 運籌管理學系 === 106 === This study is aimed at the high price bike users in the north, middle, south, east and outside islands of Taiwan. And then use the cluster analysis method and association rule analysis method to discuss the purchase behavior of high price bicycle. It is expected that this study will be conducted to provide high-level (price) bikes consumer upgrade options and industry marketing reference. The results are as follows: first, the high-priced bikes customer base, consistent preference for the purchase of bicycles as appearance, Racing and Store; Second, higher income and riding experience long customer base, less financially stressful, pursuing more unique, rare, high-quality and high-priced bikes for the purpose of demonstrating their status and status; Third, stable income, no family burden and considerable riding experience Customer base, the expenditure on bicycle products is quite ample. With the accumulated riding experience, we can understand our own needs and take a more cautious measure of value. Fourth, the Customers with lower revenue and short ride bike experience, regardless of income level, it is susceptible to the trend and follows the trend. It will continue to pursue higher priced bikes and may achieve its goal by means of credit card or loan.
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