應用資料探勘技術於顧客關係管理-以屏東縣養豬場為例

毛豬養殖為國內重要傳統產業，不論是產值的貢獻、每人每年糧食消費量以及糧食自給率等各項指標均為肉類之首，是國人相當重要的蛋白質來源。而其產銷模式為：養豬戶將活體運輸至肉品市場進行公開拍賣交易、此為養豬戶最重要的收入來源。顧客關係管理在各個領域都有相當多的文獻進行探討，但是養豬產業卻無相關文獻研究，本研究將某養豬場2013年以來的肉品交易市場資料轉換為以承銷人為主的RFM資料，並依此資料利用集群分析中的二階段集群分析法將顧客進行分群。依此分群結果，本研究發現對養豬戶來說，顧客關係中最重要的因素並非平均購買金額，而是購買頻率以及最近購買日期；而且不論是在屏東或是鳳山市場都得到了相同的結論。因此在顧客關係管理方面，養豬場首先必須能夠提高其出售頭數以達到穩定供貨，再來針對品質進行改善，以期能夠提高顧客購買單價以及回購率。兩個市場的比較方面，本研究發現鳳山肉品交易市場的供需組成相較於屏東肉品交易市場來得單純，因此對養豬戶來說，應該要選擇正確的出豬模式，以期能夠利益最大化。

關鍵字

毛豬產業；肉品交易市場；顧客關係管理； RFM模型分析；兩階段集群方法

並列摘要

Hog industry is an important traditional industry in Taiwan. Both the contribution of output value, the annual food consumption per person and the food self-sufficiency rate are the first of its kind, and it is a very important source of protein for Taiwanese. The production-marketing model is: pig farmers transport live animals to the meat market for public auction transactions, which is the most important source of income for pig farmers. Customer relationship management (CRM) has a lot of literature in various fields, but there is no relevant literature research in the hog industry. This study converts the meat wholesale market data of a hog farm since 2013 into an RFM based on underwriters. Based on this data, this study uses the two-stage cluster approach and separate those underwriters into different groups. Based on this result, this study found that for hog farmers, the most important factor in the customer relationship management is not the average purchase amount, but the frequency of purchase and the date of the recent purchase; and whether it is in Pingtung or Fengshan market comes to the same conclusion. Therefore, in terms of customer relationship management, hog farms must first be able to increase their sales to achieve stable supply, and then improve the quality in order to improve the purchase price and repurchase rate of customers. In terms of comparison between the two markets, this study found that the supply and demand composition of the Fengshan meat wholesale market is simpler than that of the Pingtung meat wholesale market. Therefore, for hog farmers, it is necessary to choose the correct sale strategy to maximize the benefits.