應用資料採礦技術探討顧客關係管理之研究－以雜誌出版業為例

現代商業活動已經成為顧客導向的時代，顧客是企業賴以生存之根本，企業如何在高速脈動的產業變化中，維持營運與獲利成長，並且挖掘出對企業最有價值的顧客以及找出具有潛在獲利價值的顧客，這將是顧客關係管理CRM（Customer Relationship Management）中非常關鍵的議題。但在企業紛紛導入顧關係管理的同時，如何較他人得到更有價值的隱藏資訊，去瞭解顧客、為顧客量身訂作客製化產品及服務、維繫顧客忠誠度及和顧客建立良好的互動關係，則成為了致勝的關鍵。因此，資料採礦（Data Mining）就成為應用於顧客關係管理的重要技術之一。本研究利用某財經雜誌出版業之資料，區隔出不同價值的顧客，分析不同價值區隔的特性及消費習慣，進而提供企業作為行銷策略制定的參考。

關鍵字

顧客關係管理；資料採礦；集群分析；隨機森林

並列摘要

Nowadays, commercial activity goes to the customer-oriented era. Customers are the fundamentals to a company. In this industries-changeable period, there are three key factors in CRM. (Customer Relationship Management): (1) How enterprises to remain in operation and get profitable growth. (2) How to find out the most valued clients. (3) How to discover clients who may bring most value of the potential profit.However, when more and more enterprises introduce the thesis of CRM. (Customer Relationship Management) into their company, there are some essential points that cannot be ignored; e.g. how to get the more valuable hidden information, how to understand the clients' needs deeply; provide Configuration-To-Order service, and keep good connection with clients. Therefore, Data Mining approach is one of the important techniques of applying CRM. The research adopts the information from a financial magazine publisher that distinguishes the different clients with different values and analyzes the consuming habits accordingly. And then provide enterprises with the research results as references of developing marketing strategies.