| Summary: | 碩士 === 國立臺北科技大學 === 生產系統工程與管理研究所 === 90 === The traditional trading models have changed greatly because of the coming of the Internet era. Whether the needs of market,the attitudes of customer,the construction of market or the rules of trading will face the heavy impacting and deeply affecting because of the Internet era.
Securities industry has always been computerized deeplier and earlier than other kinds of industries.Therefore , as stock brokers start to launch e-business, E-brokerage has been the first choice.therefore 「how to segment the Customers in the E-brokerage market ?」will be a primary key to affect the E-brokerage business.
Therefore, in this study we are trying to discuss the market segmentation of the E-brokerage business also from the side of Securities industry’demand, and try to find the importance of the customers in the E-brokerage market and segment them. Schaffer and Green (1988) pointed out that statistical methods, such as factor analysis, may distort the original pattern of the data. In other words, it is not necessarily improper that we gain the result by analyzing the original one. Consequently, we will try to apply both the statistical method and the neural network method in our study, in hopes of the segment of the customers in the E-brokerage market and applying the marketing concepts to set an appropriate marketing strategy that fit the customers of E-brokerage market. Six hundred questionnaires are surveyed, and finally 465 effective questionnaires are obtained. First, using the importance to do clustering analysis, and input the importance to SOM +K-means for learning, to discriminate the clustering numbers. Finally, then can give the E-brokerage business some suggestions about Product, Place ,Price and Promotion Strategy.
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