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系統識別號 U0002-1306200603263500
中文論文名稱 閱聽人媒體來源、廣告效果與媒體組合策略關聯性探勘之研究
英文論文名稱 A study of association rule implementation on audience media sources, advertisement effect, and media mix strategy
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 94
學期 2
出版年 95
研究生中文姓名 陳佳玲
研究生英文姓名 Jia-Ling Chen
學號 693561093
學位類別 碩士
語文別 中文
口試日期 2006-05-26
論文頁數 122頁
口試委員 指導教授-廖述賢
委員-張克章
委員-張俊惠
中文關鍵字 資料探勘  關聯法則  廣告效果  媒體組合 
英文關鍵字 Data Mining  Association Rule  Advertising Effect  Media Mix 
學科別分類 學科別社會科學管理學
中文摘要 資訊科技的日新月異促使資訊的傳遞多元化,隨著這科技的發展,媒體也從以往簡單的電視、廣播、報紙、雜誌等形式轉變為數位媒體的形式。網際網路、及行動通訊的普及增加了資訊傳遞的管道。廣告是行銷策略中重要的一個資訊傳播的方式,如今因為媒體可選擇的多樣性,使得廣告傳播的方式有了更多的管道。
以往在僅有少數的媒體管道及節目內容下,廣告集中在某一個媒體播放的效果容易顯現;如今媒體選擇性多元以及節目內容多樣化的情況下,因閱聽者的選擇增多,廣告無法如以傳統因有很高的曝光率而使效果容易顯現;而是企業主必須更謹慎選擇媒體的類型及節目的內容執行廣告策略。以使其廣告內容能達到最大的效果。
本研究依據各種媒體管道結合不同的節目類型,探討不同性別族群對於各種媒體在節目內播放廣告的敏感度,並利用資料挖掘的技術,探勘閱聽者對於不同媒體來源之反應程度。期能從中發現,並歸納出一套有效的脈絡,提供企業主在對其產品作廣告行銷時能選擇最佳的廣告媒體,使其產品在市場上有最大的廣告效果,此乃本論文的核心目的。
英文摘要 Information technology develops more channels of message. Mass media have been transfered from television, broadcast, newspaper, magazines to multimedia. The catholicity of internet and mobile telecommunications increase the channel of information transfer. Advertising is an important role of marketing strategy to spread out product information. Because of the diversity of media, there are more choices to be choosed and be advertised. In the past, advertising had significant effect when advertise in one media. However, as more media can be choosed, there are more diversity media programs and more options for audiences, so the advertising effect has become no longer evidently as before. The entrepreneur must choose the media and programs carefully to attend the most effect of advertising.
The study is combine different kinds of program according to various media channel and explore gendered sensitivity to media and program. More over, we use the method of data mining and dig the gendered response of different media. Expecting to generalize a conclusion from the research and afford the best method for entrepreneur to choice and have the best advertising effect on market. That is the main issue op this research.
論文目次 目錄
摘要............................................................................................................................II
表目錄...................................................................................................................... VI
圖目錄.....................................................................................................................VII
第一章 緒論.............................................................................................................1
1.1 研究背景與動機..........................................................................................1
1.2 研究目的......................................................................................................3
第二章 文獻探討.......................................................................................................4
2.1 媒體..............................................................................................................4
2.1.1 媒體的定義與類型...................................................................................4
2.1.2 媒體產業關係人之互動關係...................................................................6
2.1.3 媒體特性...................................................................................................8
2.1.4 小結.........................................................................................................25
2.2 廣告............................................................................................................26
2.2.1 廣告的定義.............................................................................................26
2.2.2 廣告的功能.............................................................................................29
2.2.3 廣告的目的.............................................................................................30
2.2.4 廣告效果的定義與衡量.........................................................................30
2.3 資料探勘....................................................................................................33
2.3.1 資料探勘的定義.....................................................................................33
2.3.2 資料探勘的功能與技術.........................................................................36
2.3.3 資料探勘的流程.....................................................................................38
2.3.4 資料探勘應用的領域.............................................................................38
第三章 研究方法.....................................................................................................41
3.1 研究架構....................................................................................................41
3.2 研究流程....................................................................................................42
3.3 資料來源與蒐集方法................................................................................43
3.3.1 研究對象.................................................................................................43
3.3.2 資料來源與抽樣方法.............................................................................43
3.4 問卷建構與發放........................................................................................44
3.4.1 問卷設計.................................................................................................44
3.4.2 問卷發放與結構.....................................................................................45
3.5 關聯法則與集群分析................................................................................47
3.5.1 關聯法則(Association Rule)...........................................................47
3.5.2 Apriori 演算法........................................................................................52
3.5.3 集群分析(Cluster Analysis)............................................................54
3.6 資料探勘工具---SPSS CLEMENTINE.......................................................56
第四章 系統架構與建立.........................................................................................59
4.1 系統架構.........................................................................................................59
4.2 資料庫設計....................................................................................................62
4.2.1 概念模式資料庫設計.............................................................................63
4.2.2 邏輯資料庫模式設計.............................................................................66
4.2.3 實體資料庫設計.....................................................................................67
第五章 資料分析與結果.........................................................................................70
5.1 媒體來源集群分析....................................................................................70
5.2 媒體來源區隔探勘....................................................................................73
5.2.1 電視.........................................................................................................74
5.2.3 雜誌.........................................................................................................79
5.2.4 廣播.........................................................................................................81
5.2.5 網路.........................................................................................................82
5.2.6 消費型錄.................................................................................................84
5.2.7 戶外傳媒.................................................................................................86
5.2.8 媒體使用區隔行銷地圖.........................................................................87
5.3 比較集群分析與關聯法則之發現............................................................88
5.4 媒體行銷組合探勘....................................................................................89
5.4.1 食廣告-媒體關聯...................................................................................90
5.4.2 衣廣告-媒體關聯...................................................................................91
5.4.3 住廣告-媒體關聯...................................................................................93
5.4.4 行廣告-媒體關聯...................................................................................94
5.4.5 育樂廣告-媒體關聯...............................................................................96
5.4.6 廣告-媒體行銷地圖...............................................................................97
第六章 結論.............................................................................................................99
6.1 結論............................................................................................................99
6.2 管理意涵....................................................................................................99
6.3 後續研究建議..........................................................................................100
6.4 研究限制..................................................................................................101
參考文獻.................................................................................................................103

表目錄
表 2-1「電子媒體」與「印刷媒體」.........................................................5
表2-2 媒體產業關係人之互動.....................................................................7
表2-3 廣告的定義.......................................................................................27
表2-4 廣告效果評估過程...........................................................................32
表2-5 資料探勘定義整理...........................................................................35
表2-6 資料探勘功能整理...........................................................................36
表2-7 資料探勘應用領域...........................................................................39
表3-1 前測問卷發放回收情形...................................................................45
表3-2 消費者問卷基本資料.......................................................................46
表3-3 範例交易資料庫D...........................................................................48
表3-4 範例之高頻項目集...........................................................................49
表3-5 範例資料庫中挖掘之所有關聯規則及信賴度...............................49
表3-6 打棒球與食用麥片之關係...............................................................51
表3-7 資料探勘軟體使用頻率...................................................................56
表4-1 E-R 圖形的意義與符號...................................................................63
表 4-2 媒體來源對照表..............................................................................65
表5-1 媒體來源之集群分析.......................................................................70
表5-2 集群1 與集群2 媒體來源差異......................................................73
表5-3 電視媒體區隔之關聯規則...............................................................75
表5-4 報紙媒體區隔之關聯規則...............................................................78
表5-4 雜誌媒體區隔之關聯規則...............................................................79
表5-5 廣播媒體區隔之關聯規則...............................................................82
表5-6 網路媒體區隔之關聯規則...............................................................83
表5-7 消費型錄媒體區隔之關聯規則.......................................................84
表5-8 戶外傳媒媒體區隔之關聯規則.......................................................87
表5-9 集群分析與關聯法則之相同媒體來源...........................................89
表5-10 食廣告-媒體關聯...........................................................................90
表5-11 衣廣告-媒體關聯...........................................................................92
表5-12 住廣告-媒體關聯...........................................................................94
表5-13 行廣告-媒體關聯...........................................................................95
表5-14 育樂廣告-媒體關聯.......................................................................97

圖目錄
圖 2-1 媒體產業關係人之互動....................................................................8
圖2-2 廣告效果過程...................................................................................32
圖2-3 資料探勘過程圖...............................................................................38
圖3-1 本研究之研究架構...........................................................................42
圖3-2 本研究之研究流程...........................................................................43
圖4-1 系統架構圖.......................................................................................61
圖4-2 概念模式資料庫設計.......................................................................64
圖4-3 邏輯資料庫模式設計.......................................................................67
圖4-4 資料庫轉換圖...................................................................................69
圖4-5 實體資料庫設計...............................................................................69
圖 5-1 媒體來源之集群分析......................................................................72
圖5-2 媒體區隔關聯圖-電視.....................................................................75
圖5-3 媒體區隔關聯圖-報紙.....................................................................77
圖5-4 媒體區隔關聯圖-雜誌.....................................................................79
圖5-5 媒體區隔關聯圖-廣播.....................................................................81
圖5-6 媒體區隔關聯圖-網路.....................................................................82
圖5-7 媒體區隔關聯圖-消費型錄.............................................................84
圖5-8 媒體區隔關聯圖-戶外傳媒.............................................................86
圖5-9 媒體使用區隔行銷地圖...................................................................88
圖5-10 食廣告-媒體關聯圖.......................................................................90
圖5-11 衣廣告-媒體關聯圖.......................................................................92
圖5-12 住廣告-媒體關聯圖.......................................................................93
圖5-13 行廣告-媒體關聯圖.......................................................................95
圖5-14 育樂廣告-媒體關聯圖...................................................................96
圖5-15 廣告-媒體行銷地圖.......................................................................98

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網路資料
AC尼爾森「國內全年齡各媒體接觸狀況調查」。民95年4月16日,取自http://www.ai-ad.com/mainX.php?Page=SX4Y1&KeyID=2005-02-512:07:X4Y11
IDC網站(2003)。資料探勘的市場趨勢。民95年4月16日,取自http://www.idc.com
中華資料採礦協會(CDMS)。民95年4月16日,取自http://www.cdms.org.tw/
創市際市場研究顧問公司網站(民94)。民95年4月16日,取自http://www.mydn.net.tw/2006_03/news02-12.htm
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