系統識別號 | U0002-0207201603153700 |
---|---|
DOI | 10.6846/TKU.2016.00059 |
論文名稱(中文) | 資料探勘於西餐廳經營模式發展之研究 |
論文名稱(英文) | The Study of Data Mining Implements on A Western Restaurant Business Model development |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 管理科學學系碩士班 |
系所名稱(英文) | Master's Program, Department of Management Sciences |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 104 |
學期 | 2 |
出版年 | 105 |
研究生(中文) | 林庭宏 |
研究生(英文) | Ting-Hung Lin |
學號 | 603620435 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2016-06-18 |
論文頁數 | 119頁 |
口試委員 |
指導教授
-
廖述賢
委員 - 王瑞源 委員 - 李培齊 |
關鍵字(中) |
經營模式 空間氛圍 新產品開發 顧客關係管理 資料探勘 |
關鍵字(英) |
Business model Atmosphere New product development Customer relationship management Data mining |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著生活水準提高,經濟環境的日漸自由與國際化,近年來國內的商業型態和過去有越來越大的不同,其中餐飲業之營業額一直不斷地逐年增加。但是隨著不同文化的流入,台灣的餐飲市場已經是群雄割據的狀態,所以在如此競爭激烈的環境下,國內每年批發、零售及餐飲業歇業家數也是居高不下的。本研究欲探討的就是在現今的環境,一間西餐廳經營模式應該如何去迎合市場的需求,才能將自身立於不敗之地,並且在現今的環境下,僅僅的餐點好吃,可能已經無法滿足受過多元文化洗禮的顧客的味口,所以是否一間在餐廳的其他經營要素上,有著尚未被發現的隱藏密碼潛藏在其中呢? 本研究採用問卷調查的方式,透過資料探勘的方法以集群分析與關聯法則,歸納出顧客輪廓,並探討現今顧客的偏好與西餐廳經營模式中各要素彼此間的關聯性,從氛圍、服務、餐點等各種不同要素中探索,期望從中挖掘出不為人知的法則,幫助西餐廳的新產品開發以及顧客關係管理,以供西餐廳欲創業者及經營者做經營上之參考。 |
英文摘要 |
With the improvement of the living standard, economic environment is becoming liberalization and internationalization. Taiwan’s commercial patterns are also growing more different in recent years. It is noteworthy that, the turnover of the dining industry has continued to increase every year. But along of the influx of different cultures, the dining industry market is more and more competitive in Taiwan. Therefore, in such a competitive environment, there are lots of wholesale, retail and dining industry also out of business. The study uses the questionnaire survey procedure, by using data mining approach to the cluster analysis and association rules to analysis the customer profile, exploring the correlation with the current customer's preferences and the element of the western restaurant business model, and exploring the different elements from the atmosphere, service, meals, etc., we expect to dig out some unknown law to help western restaurant to design their new menu or their CRM, make their western restaurant can more competitive in this environment. |
第三語言摘要 | |
論文目次 |
謝辭 中文摘要I 英文摘要II 目錄III 表目錄VIII 圖目錄X 第一章 緒論1 1.1 研究背景與動機1 1.2 研究問題與目的4 1.3 研究方法與流程5 第二章 文獻探討6 2.1 經營模式6 2.1.1 經營模式的定義6 2.1.2 經營模式的創新9 2.2 空間氛圍9 2.2.1 空間氛圍的定義9 2.2.2 影響西餐廳空間氛圍之因素12 2.3 新產品開發14 2.3.1 產品創新的定義14 2.3.2 新產品的定義15 2.3.3 新產品開發的原則17 2.4 顧客關係管理18 2.4.1 顧客關係管理的定義18 2.4.2 顧客關係管理的做法20 2.4.3 影響顧客再購的因素22 2.5 資料探勘24 2.5.1 資料探勘的定義24 2.5.2 資料探勘的功能27 2.5.3 資料探勘的流程29 第三章 研究方法31 3.1 研究設計與架構31 3.2 系統架構圖與資料庫設計32 3.2.1 系統架構與流程32 3.3 資料庫的設計與建立34 3.4 問卷設計與發放40 3.4.1 問卷設計41 3.4.2 抽樣方法45 3.4.3 問卷發放46 3.5 關聯法則與集群分析47 3.5.1 關聯法則47 3.5.2 Apriori演算法50 3.5.3 集群分析53 3.6 資料庫分析軟體 SPSS Modeler54 第四章 資料探勘與實證分析56 4.1 回收樣本結構描述56 4.2 K-means集群分析之探勘59 4.2.1 分群後之顧客輪廓60 4.3 資料探勘與階梯式光譜圖 65 4.4 餐點模式與顧客偏好之新產品開發分析66 4.4.1 集群一餐點模式與顧客偏好之新產品開發分析68 4.4.2 集群二餐點模式與顧客偏好之新產品開發分析69 4.4.3 集群三餐點模式與顧客偏好之新產品開發分析71 4.4.4 小結73 4.5 服務種類與再購原因之顧客關係管理分析74 4.5.1 集群一服務種類與再購原因之顧客關係管理分析75 4.5.2 集群二服務種類與再購原因之顧客關係管理分析77 4.5.3 集群三服務種類與再購原因之顧客關係管理分析78 4.5.4 小結80 第五章 結論與後續研究建議81 5.1 研究結論81 5.1.1 餐點模式與顧客偏好之新產品開發之結論81 5.1.2 服務種類與再購原因之顧客關係管理之結論 82 5.2 管理意涵84 5.2.1 新產品開發於西餐廳經營模式之管理意涵84 5.2.2 顧客關係管理於西餐廳經營模式之管理意涵 90 5.2.3 新產品開發與顧客關係管理於西餐廳經營模式之管理意涵96 5.3 研究限制98 5.4 後續研究建議 100 參考文獻101 附錄一113 表1-1 我國餐飲業年度營業額 1 表1-2 我國批發、零售及餐飲業新設立商業登記數與歇業數2 表2-1 各學者對經營模式之定義7 表2-2 各學者對空間氛圍之定義10 表2-3 影響空間氛圍之因素13 表2-4 各學者對新產品之定義 16 表2-5 各學者對顧客關係管理之定義19 表2-6 顧客關係管理之做法21 表2-7 影響顧客的因素23 表2-8 各學者對資料探勘之定義26 表2-9 資料探勘流程29 表3-1 實體、關聯與屬性的概述36 表3-2 問卷發放回收情形47 表4-1 問卷回收統計表57 表4-2 基本資料統計表57 表4-3 K-means分群結果64 表4-4 集群一餐點模式與空間氛圍與餐點之關聯法則69 表4-5 集群二餐點模式與空間氛圍與餐點之關聯法則71 表4-6 集群三餐點模式與空間氛圍與餐點之關聯法則73 表4-7 集群一服務種類與再購原因之關聯法則76 表4-8 集群二服務種類與再購原因之關聯法則78 表4-9 集群三服務種類與再購原因之關聯法則80 表5-1 各集群之新產品開發建議86 表5-2 各集群之顧客關係管理建議92 表5-3 西餐廳經營模式發展建議96 圖1-1 研究流程圖5 圖3-1 研究架構圖32 圖3-2 系統架構圖33 圖3-3 概念性資料庫:E-R圖37 圖3-4 邏輯性資料庫設計圖39 圖3-5 實體資料庫關聯圖40 圖3-6 問卷架構圖43 圖3-6 問卷架構圖(續)44 圖3-7 Apriori演算法產生之後選項目集合與高頻項目集合52 圖3-8 資料探勘工具滿意度55 圖4-1 SPSS Modeler流程圖56 圖4-2 集群大小分配圖59 圖4-3 集群分布圖60 圖4-4 資料探勘模型65 圖4-5 階梯式光譜圖66 圖4-6 新產品開發模型67 圖4-7 集群一餐點模式與顧客偏好之蛛網圖68 圖4-8 集群一餐點模式偏好光譜圖68 圖4-9 集群二餐點模式與顧客偏好之蛛網圖70 圖4-10 集群二餐點模式偏好光譜圖70 圖4-11 集群三餐點模式與顧客偏好之蛛網圖72 圖4-12 集群三餐點模式偏好光譜圖72 圖4-13 顧客關係管理模型73 圖4-14 集群一服務種類與再購原因之蛛網圖75 圖4-15 集群一服務種類偏好光譜圖76 圖4-16 集群二服務種類與再購原因之蛛網圖77 圖4-17 集群二服務種類偏好光譜圖77 圖4-18 集群三服務種類與再購原因之蛛網圖79 圖4-19 集群三服務種類偏好光譜圖79 圖5-1 新產品開發於西餐廳經營模式知識地圖89 圖5-2 顧客關係管理於西餐廳經營模式知識地圖95 |
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