應用商業智慧於眼鏡消費行為及市場需求

An Application of Business Intelligence Regarding Consumers' Behavior on Eyewear Consumption

10.6338/JDA.201206_7(3).0007

鄭宇庭(Yu-Ting Cheng)；蔡紋琦(Wen-Chi Tsai)；謝邦昌(Ben-Chang Shia)；李佳玲(Jia-Ling Li)

資料採礦 ； Data Mining

Journal of Data Analysis

7卷3期（2012 / 06 / 01）

121 - 137

繁體中文

觀察近幾年來，一般大眾的生活水準普遍提高，電視、電腦、遊樂器等，普遍深入每一家庭，使得國人近視的比率越來越高，而且平均年齡亦有下降的趨勢。再加上現在眼鏡除了基本的視力矯正功能，也逐漸發展其他功能性的產品，例如：變色、抗幅射、抗紫外線等，這使得每個人平均擁有的眼鏡數有逐漸增加的情形。正因如此，造成眼鏡品牌越來越多，同時眼鏡連鎖店也如雨後春筍般成立，在這樣競爭激烈的環境中，如何從同業中脫穎而出，是本研究想去探討的。此外，消費者對於眼鏡產品的要求也越來越高，舉凡眼鏡重量、材質，外觀、流行感等實體因素，甚至是店面裝潢、店員服務態度、售後服務、品牌知名度等，都是一般消費者在購買眼鏡時的考量因素。因此本研究將應用資料探礦技術來探討眼鏡購買之行為，從中挖掘出有用的資訊，來反應目前眼鏡市場中消費者的需求，以作為眼鏡業者在進行行銷策略時的參考依據，並從中建立市場區隔，最後提出建議。

In recent years, as the standard of living in Taiwan is getting higher, televisions, computers and video games become common in every family, leading to the facts that the rate of people having nearsightedness is increasing and the average age is lowering. In addition to the basic function of nearsightedness correction, eyeglass companies have developed eyewear products with special functions such as colored contact, anti-radiation and ultra violet protection lenses. Consequently, the average number of people having eyeglasses is increasing. Under this fierce competition environment, how to stand out from the crowd is what this research wants to focus on. Besides, consumers' demand for eyeglasses has reached a new level. They not only crave for details on good quality eyewear such as the weight, materials and trendy styles but also the decoration of the store, the attitude of clerks, after-sale service and the brand awareness. As a result, this research will apply the technique of data mining to study the consumers' behavior on eyewear purchasing pattern, to discover the beneficial information which may have reflected the expectation of consumers in eyewear market, and to draw the conclusion of this research a reference of marketing strategy for eyewear dealers, to establish targeting market and to make suggestions at last.

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