以群集分析與序列型樣輔助資料庫行銷策略

Applying Clustering Analysis and Sequential Pattern to Assist Database Marketing Strategy

劉蕙(Hui Liu)

指導教授 ： 劉俞志

元智大學/資訊學院/資訊管理學系/碩士(2006年)

https://doi.org/10.6838/YZU.2006.00119

摘要

企業成功的關鍵點在於瞭解顧客的需求並迅速回應，資料庫行銷就是分析資料庫中客戶消費資料所潛藏的訊息，以製定行銷策略、發展行銷活動。本文以某公司為例，首先根據其業務與資料特質，提出資料庫行銷策略發展之流程與步驟，並提出資料庫行銷模型架構，此架構以混合群集分析與序列型樣分析法分別進行客戶分群與產品分類。除了提供顧客忠誠度之計算方式，探討價格促銷活動對於顧客的影響，更進一步藉由實驗結果歸納分析結論，作為行銷策略之參考。期藉由區隔化分析，對於不同群集研擬不同行銷策略，加強顧客忠誠度。

關鍵字

資料庫行銷 ； 行銷策略 ； 顧客忠誠度 ； 資料探勘

並列摘要

Enterprise success depends on the ability to efficiently understand and timely response to customer consumption behavior. Database marketing is to analyze customer consumption messages obtained from the customer transaction database, and development of marketing strategies and related activities. This work comprises a case study of Company Z. Based on the firm business and data characteristics, this work first provides the process and steps involved in devising database marketing strategies, as well as the architecture of the database marketing model. The architecture uses a mixture of clustering analysis and sequential pattern to process customer segmentation and product categorization, respectively. This work not only presents a measurement of customer loyalty and studies how price and promotion activities affect the customer; but also analyses the experimental results as reference of advanced marketing strategy. We believe that segmentation analysis and using different marketing strategies based on clusters can improve customer loyalty.

並列關鍵字

Database marketing ； Marketing strategy ； Customer loyalty ； Data Mining

參考文獻

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