标题：Application of data mining for enterprise digital marketing strategy making
作者：Yan, Kuo-Qin ;Wang, Shu-Ching ;Wang, Shun-Sheng ;Lin, Yi-Ping
作者机构：[Yan, Kuo-Qin ;Wang, Shu-Ching ;Wang, Shun-Sheng ;Lin, Yi-Ping ] Chaoyang University of Technology, Taiwan
会议名称：2011 3rd International Conference on Communications and Mobile Computing, CMC 2011
会议日期：April 18, 2011 - April 20, 2011
来源：Proceedings - 2011 3rd International Conference on Communications and Mobile Computing, CMC 2011
摘要：With the popularity of broadband Internet and the booming development of network technology in recent years, the traditional marketing is also gradually moving to digital marketing. The dissemination of information through the internet is different from traditional marketing. In today's competitive market, there are various products made by enterprises, how to stand out in a highly competitive environment, and how to go with marketing tactics and product through the product advertising to cause high degree of customer purchase intentions and interests effectively, is one of the important keys. Furthermore, due to the international business environment and intense competition, it is necessary to response and satisfies market and customer demand immediately, and use information technology to assist enterprises in doing business marketing. Therefore, in order to grasp market characteristics and consumer preferences to select the appropriate products marketing strategies. In this study, the structure of digital marketing is proposed aims to provide the enterprise relevant marketing information, to identify appropriate marketing practices of market segment, and thus to achieve the majority of the responses or purchase intention in marketing effectiveness. © 2011 IEEE.