運用資料探勘技術於人壽保險業顧客關係管理之研究

The Research of Data Mining Techniques Applied to Customer Relationship Management of the Life Insurance Industry

朱瑀馨(Yu-Hsin Chu)

指導教授 ： 高棟梁 ； 廖述賢

淡江大學/商學院/保險學系保險經營碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00113

摘要

我國人壽保險市場之經營愈來愈競爭，人壽保險業者除了與同業競爭外，還要面臨外商保險公司所來的威脅，而在金融服務整合風潮的帶領下，人壽保險業者同時也須面臨其它金融產業之挑戰。為了使企業能夠有效率地經營，達到以最小成本換取最大利潤之目標，企業必須將市場進行區隔，針對不同特性之顧客找出最具效率且符合成本之行銷通路，而為了避免顧客之流失，也應設置能滿足顧客需求之服務管道。透過資料探勘之技術可協助企業從所掌握的大量資料中找出有意義的資訊，並該資訊轉換為有用的知識，作為行銷與服務策略之參考，使得企業能夠更落實顧客關係管理之實施。

本研究以問卷調查法蒐集顧客購買保險之資訊，探討顧客在購買產品後的經驗，再以資料探勘配合Apriori演算法及集群分析將顧客的隱性知識轉成資訊，從中萃取成企業資產，結合關聯性資料庫，把結果運用在行銷通路中。使相關人員可以為不同顧客群找出不同之銷售管道，同時了解到顧客重視的是什麼，以便作為後續服務所應注意的事項，因為企業競爭優勢來自於透過顧客喜歡之方式將其能接受之商品對其進行銷售，並以帶給顧客最大滿足程度之管道提供服務。

關鍵字

資料探勘 ； 顧客關係管理 ； 關聯規則 ； 集群分析 ； 人壽保險業

並列摘要

The conduct of the market of life insurance is getting competitive. The dealers in life insurance not only compete against the craft but face the minacity accompanied by foreign companies. Under the trend of integrated financial service, the dealers in life insurance also face the challenges of other financial industries. Enabling enterprises to manage effectively, enterprises must segment the market to find out the most efficient and cost effective channels of marketing. And enterprises should set up the service channels that can meet the customer’s need. Enterprises can learn of meaningful information from a large number of materials through the technology of data mining, and then transfer the information into useful knowledge. Enterprises can take the knowledge as the reference of strategy for marketing and service.
The research collects the information about the customer buying insurance and investigates experiences gained after customers’ purchase with the investigation method of the questionnaire, transferring the implicit knowledge into information as enterprise assets by combining data mining and the Apriori algorithm, and the cluster analysis. The results can be used as consultations of management. The study shows that although the channels of the marketing and service are getting diversified, customers still prefer the salesmen as the way to contact with the insurance companies. The enterprises can cater to the customers’ need and elevate the degree of satisfaction through providing the information and using strategic alliance from different business fields.

並列關鍵字

Data Mining ； Customer Relationship Management ； Association Rule ； Cluster Analysis ； Life Insurance Industry

參考文獻

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