The Study of Ontology-Based Approach to Data Mining Technigues Applied to Sports Marketing─A Case Study of Adidas
| Autor: | Tze-Yuan Hsu, 許哲源 |
|---|---|
| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 As a result of sports marketing becoming increasingly popular and sports industries competing with each other, according to the American Business Journal, in the year 2007 Adidas was ranked 69th of all brands, having a brand value of 4.7 billion US dollars. Compared with their statistics from a year before, not only did their ranking climb two places but their brand value increased by 11 percent as well. On account of Adidas not constructing their own consumer data base, it is therefore impossible to know consumer behavior or what type of media or endorser consumers like best. Therefore, we conducted a field investigation to collect consumer information. An ontology-based research was performed for Adidas. We hope to strengthen Adidas’ marketing ability. We used the data mining techniques of the Association Rule and Cluster Analysis to look for endorsers favored by consumers, for example, endorsers Wang Chien-ming. We also focused on Adidas’s past products and placed our focus on the consumer in order to keep pace with the consumer-centered marketing strategies of today. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|