Mining Customer Knowledge for Channel and Product Segmentation

[[abstract]]Segmentation is particularly challenging in current markets. Hence, companies operating on consumer markets face significant implementation complexities. However, successful implementation of market segmentation is reported problematic, despite being extensively researched and widely acknowledged as a powerful concept in practice. The desired outcome, and the knowledge discovery of market segmentation, is to reap the benefits of competitive advantage. This study takes Computers/Communications/Consumer (3C) products as an example and uses a two-step data mining approach to the cluster analysis and association rules to analyze customer channels and product segmentation. Moreover, we look at what kinds of products and brands customers of different segments prefer and how these preferences differ in relation to varying channel types. Thus, this study finds some 3C product-buying behavior patterns, including customer purchase preferences and customer purchase demands, in order to generate different 3C segmentation marketing alternatives.[[notice]]補正完畢[[incitationindex]]SCI[[booktype]]紙

Mining User Knowledge for Investigating the Facebook Business Model: The Case of Taiwan Users

[[abstract]]Social network sites (SNS), as web-based services, allow users to make open or semi-open profiles within the systems they are part of, to see lists of other people in the group and to see the relations of people within different groups. Facebook is essentially an online social network site in which individuals can share photographs, personal information, and join groups of friends. This study investigates the experiences on Facebook of various users in Taiwan. Their degrees of confidence were often demonstrated by word-of-mouth disseminations about the social network site. Further, this research looks at how the reputations of Facebook proprietors and their affiliates were disseminated through relationship marketing for formulated social network marketing in its business model concerns. Therefore, this study uses the a priori algorithm as an association rules approach, and cluster analysis for data mining. We divide Facebook users into two groups of contributors and lurkers by their profiles and then find each group’s social network community information utilization and online purchase behaviors for investigating the Facebook business models.[[notice]]補正完畢[[incitationindex]]SCI[[booktype]]紙

Mining business knowledge for developing integrated key performance indicators on an optical mould firm

[[abstract]]The supply chain for Taiwanese optical components accounts for 39.7% of the total supply chain of the optical mould industry. However, some critical elements of the optical mould industry are difficult to predict; these include personnel, mechanical equipment, material, environmental and complex management factors. Therefore, these enterprises need flexibility to fine-tune their organisational structure, so that the main functions of various departments operate with the best processes. Beside case firm database, this study collects subjective data by designing a questionnaire with nominal scale question to investigate employees’ potential attitude and behaviour in relation to the case firm's key perfomance indicators KPIs. A total of 250 questionnaires were sent and 220 questionnaires were returned, including 207 effective questionnaires. All data source are designed on a entity relationships ER model and constructed on a relational database. In addition, this study applies a data mining approach using association rules, an Apriori algorithm, and cluster analysis to develop the integrated KPIs for a Taiwanese optical mould company. This study investigates the data mining process and considers how the development of the integrated KPIs for this company might serve as a business intelligence example for other firms and industries.[[notice]]補正完畢[[incitationindex]]SCI[[booktype]]紙

Imbalance between market orientation and innovation capability: An Empirical Study on Taiwan’s Continuing Education

[[abstract]]Though universities appear to be bureaucratic, inefficient and much less flexible organizations, they now have a tough challenge to manage their new adventure-continuing education (CE). This study aims to explore the relationships among market orientation, innovation capability, and business performance in Taiwanese universities and colleges involving CE. We propose research hypotheses and LISREL model to investigate theses based on 261 respondents from 71 universities and colleges. One finding of this study indicates that innovation capability plays a distorter factor in context of the relationship between market orientation and business performance. Such an inconsistent result reveals an imbalance between market orientation and innovation capability. We also find that these two different aspects of innovation all have direct contributions to business performance whereas administrative innovation strongly affects product innovation. This study finally ends with some managerial implications for management and future research.[[conferencetype]]國際[[conferencedate]]20091208~20091211[[iscallforpapers]]Y[[conferencelocation]]Hong Kong, Chin

Data Mining for Exploring Channel and Product Segmentation

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A Multi-objective Evolutionary Optimization Approach for an Integrated Location-Inventory Distribution Network Problem under Vendor-Managed Inventory Systems

[[abstract]]In this paper, we propose an integrated model to incorporate inventory control decisions—such as economic order quantity, safety stock and inventory replenishment decisions—into typical facility location models, which are used to solve the distribution network design problem. A simultaneous model is developed considering a stochastic demand, modeling also the risk poling phenomenon. Multi-objective decision analysis is adopted to allow use of a performance measurement system that includes cost, customer service levels (fill rates), and flexibility (responsive level). This measurement system provides more comprehensive measurement of supply chain system performance than do traditional, single measure approaches. A multi-objective location-inventory model which permits a comprehensive trade-off evaluation for multi-objective optimization is initially presented. More specifically, a multiobjective evolutionary algorithm is developed to determine the optimal facility location portfolio and inventory control parameters in order to reach best compromise of these conflicting criteria. An experimental study using practical data was then illustrated for the possibility of the proposed approach. Computational results have presented promising solutions in solving a practical-size problem with 50 buyers and 15 potential DCs and proved to be an innovative and efficient approach for so called difficult-to-solve problems.[[incitationindex]]SCI[[booktype]]紙本[[booktype]]電子

The Rough Set-Based Algorithm for Two Steps

[[abstract]]The previous research in mining association rules pays no attention to finding rules from imprecise data, and the traditional data mining cannot solve the multi-policy-making problem. urthermore, in this research, we incorporate association rules with rough sets and promote a new point of view in applications. The new approach can be applied for finding association rules, which has the ability to handle uncertainty combined with rough set theory. In the research, first, we provide new algorithms modified from Apriori algorithm and then give an illustrative example. Finally, give some suggestion based on knowledge management as a reference for future research.[[notice]]補正完畢[[incitationindex]]EI[[booktype]]紙

Relationships between brand awareness and online word-of-mouth: An example of online gaming community

[[abstract]]With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Many researchers have widely explored online communities. However, online entertainment community has seldom been addressed; especially in the investigation of online communities marketing factors and consumer behaviour. An issue of particular interest in this study is in determining whether there are some relationships in online game consumer model between marketing factors and behaviour, and if there are relationships, in understanding the reasons for these relationships. Thus, this study explores the relationships among brand awareness, customer value, repurchase intention, and online word-of-mouth based on 280 questionnaires from players of World of WarCraft in Taiwan and using structural equation modelling. The results show that brand awareness affects repurchase intention and online word-of-mouth through customer value. In addition, customer value is a completely mediated variable in our model. Finally, this study shows that if online game firms can satisfy the core values of their players, the players will be willing to recommend and share this with others on the net.[[incitationindex]]EI[[booktype]]紙本[[booktype]]電子

What can influence the consumers' online word-of-mouth? An online gaming perspective

[[abstract]]With the increasing popularity of broadband networks, the online game market is becoming more mature. One of the most popular online games, World of WarCraft, has more than ten million global members, making it the largest massive multiplayer online role playing game (MMORPG). Thus, this study collects 317 players of the online game 'World of Warcraft' to empirically investigate this issue. By manipulating structural equation modelling (SEM), we investigate the relationships among brand image (BI), brand trust (BT), and online word-of-mouth (WOM) to examine the moderating effect of game experiences. This research indicates that BT serves as a partial mediator between brand image and online WOM and specifies the substantial moderating effect of game experiences in BI, BT, and online WOM. Meanwhile, if online game companies can develop a good BI, players will be willing to recommend and share their experiences with others on the internet.[[notice]]補正完畢[[incitationindex]]E

A Metamorphosis of University from Past to Present: A Three-Stage Development Trajectory with strategic management perspective

[[abstract]]In the past, university is a close system and rarely pays much attention to the environmental challenges. However, over-concentrated universities, decreased birth rate and limited funds of government have imposed great pressures on these traditional higher education institutes (HEIs) and force them to undertake many engineering programs so as to survive. From strategic management (SM) perspective, the fundamental problem is how firms to achieve and sustain their competitive advantage. Most studies so far get used to over-simplification of the relationship among environment, strategy and performance for lack of complete research framework. This study examines a metamorphosis of university in life-long learning society by incorporating organisational development (OD) to continuing education institute (CEI). Therefore, this paper proposes a three-stage development trajectory and a strategic map to outline the core value of SM. Finally, we conclude with some issues in the need of future research.[[notice]]補正完畢[[journaltype]]國外[[incitationindex]]EI[[ispeerreviewed]]Y[[booktype]]紙本[[booktype]]電子版[[countrycodes]]GB