結論

現今產業的競爭日益激烈以及消費需求的異質性逐漸高漲，而企 業在這樣的環境之下，過去的大量行銷策略已無法滿足企業的需求，

如果企業無法掌握有效的行銷策略來取得優勢，是無法在這競爭環境 中生存，因此，企業必須根基於顧客的個人需求來從事行銷活動才能 正確地找到主要消費群，以便節省行銷推廣的成本以及增加商品銷售 量。目前最常使用到的方法就是利用顧客資料庫中所儲存的消費資 訊，利用過去的交易資料、顧客的背景資料加以分析以得到許多有意 義的資訊，並且利用所分析出來的資訊，使企業能夠進行得更有效率 的行銷策略和應用。

本研究運用關聯規則技術，嘗試從顧客的消費意願問卷資料中，

分析出消費者購買電子產品時的考量因素關聯性，實驗部分：分別以

購買手機以及購買數位相機為例，運用Microsoft SQL Server 2000、

MS Access 2003 實作 Apriori 演算法以及運用 SQL Server 2005 Business Intelligence 等資料探勘工具挖掘出有趣的關聯規則，例如：

如果希望手機的加值服務是遊戲的話，則消費者興趣為聽音樂的支持 度為 57%；而信心度為 84%。本研究所找出的關聯規則，將可提供 給行銷部作為行銷策略制定之參考。未來研究將加入更多有意義的量 測準則，期能找出更有價值或是更有意義的關聯規則。

附錄

附錄一：手機問卷調查網頁畫面

附錄二：數位相機問卷調查網頁畫面

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