| 摘要: | 由於近年來服飾零售業競爭激烈，各廠商不斷的提高促銷廣告預算，各式各樣的促銷方案推陳出新就是為了吸引消費者前來購物。但促銷活動的成功，除了活動內容要與眾不同之外最好能配合顧客需求與心態，讓客戶有貴賓的享受，以及提供差異化、一對一行銷、量身訂做的促銷，才能達到企業設定目標。
本論文研究對象是屬於運動休閒性質的服飾零售業。利用各銷售據點所收集的銷售資料，藉由資料挖掘以及線上即時分析系統 OLAP技術。分析及預測消費者的採購特性，找出消費者在採購項目間的關連性，和對於不同客層間的採購行為，將這些研究的結果做出雛型系統。其可讓決策者能夠即時透過表格以及圖表的呈現，可以一目了然得知各商品、各區域即時的銷售況狀、顧客的喜好以及商品銷售的關連性。讓決策者做銷售(促銷)決策的決策時有個依據，能在適當的時間、適當的店櫃和區域提供適當、適合的產品及服務。
Due to the keen competition in the dressing retail market, all vendors continue to increase promotion budgets. To attract consumers for consumption, all kinds of promo-tion projects are innovated on market. The success of a promotion activity includes: The contents of the activity not only has to be out of ordinary but also has to meet consum-ers’ demands so that consumers will feel to be respected. It is the most important pur-pose to an enterprise.
The research object of this study is dressing retail industry. Based on the sell in-formation collected by every store and using the On-Line Analytical Processing (OLAP) technologic, the association of consumers’ buying item can be found and consumption characteristics are analyzed and forecasted. The consumption behaviors in different consumer levels are also understand. These research results can make into a prototype decision model system. Displayed by table and diagrams, the system helps the man-agement immediately fully understand the sell situation of every item and every sales territory, consumers’ favorites and the information of product consumption. Then, the management has information to make sales and promotion decisions. Appropriate products and services can be provided in appropriate timing for every branch. |
