線上分析系統運用於住宅產品模糊分類模式之研究

The Application of OLAP Technology on the Model of Housing Product Fuzzy Classification

本研究採用隸屬度的觀念，發展新的模糊集群分析法來建構市場區隔，再利用模糊產品區隔與建商資源整合觀念發展產品分類評估模式，並透過線上分析系統以提供建商能快速的回應市場的變動，以作為建設公司推案產品之規劃及評估之依據，透過模式可分析不同產品組群之差異及結構狀況，此外亦可呈現市場規模大小的動態性，可供業者針對其目標市場，擬定動態產品區隔差異化的行銷策略。最後，本文針對大高雄地區十五個住宅個案產品進行實證研究，得知以下的結果：（一）本研究所發展的新模糊集群分析法，不但可以真正表現出市場的原貌與內涵；亦可測試出消費者的忠誠度問題。（二）就產品市場而言，產品皆呈現供過於求的現象；而依據個案在各區隔之隸屬程度，可尋找出該產品的再定位軌跡，並可依據其移動方向與位置訂定合適的行銷策略。

In this study, we adopt the concept of membership degree to develop the new fuzzy cluster analytical method for the market segmentation, and solve the problems caused by the traditional hard classify. We take one step ahead to integrate the product segmentation and the company resources, and develop the evaluative model of product classification for the base of planning and evaluating the residence house of construct company. OLAP can improve the productivity of corporate decision makers through consolidation, conversion, transformation, and integration of operational data, and supports online analytical processing. The model is based on market segmentation for researching the attributions of residence house to look for the differences between the groups and its construction condition. It will be good for industries to draw up the marketing strategies of dynamic product segmentation for their target market. The findings are as follow: 1. we adopt the fuzzy cluster method and attempt to combine a new compactness to build market segmentation in order to address the fuzziness among the group boundaries. Through membership grade, we depict the reality of the market, which lies between integers and real number. The structural stability of the market can be tested by the loyalty of buyers who pertain to different clusters. 2. From the market oriented supply-demand matrix, we know the market supply is more than demand. According to the membership grade of sub-segmentations of products, we find the product respositioning path. And according to moving direction and position, we can make the marketing mixed strategy.