應用高爾圖分析消費者偏好

Abstract

本論文是應用圖形技術-高爾圖來分析收集自網路問卷調查的消費者偏好，並以此作為擬定行銷策略的依據，進而進行公司資源的分配與產品設計與生產的導向。高爾圖可提供比傳統行銷分析手法更有快速且有效的結論，來掌握市場的狀況，鎖定主要客戶層。

This research applies a graphical technique in developing a marketing planning model. The overall flow includes gathering data by the questionnaire with Likert scales, analyzing the data by Gower Plot method to define the market characteristics, customer preferences and customer behaviors. The outcomes of the analysis can be used as the guide of the marketing plan development to allocate the marketing resources and arrange the customer manipulation strategies.