近年來由於醫學美容技術不斷的創新與成長,使得醫學美容產業的逐漸崛起,也使得愈來愈多的消費者進入醫學美容診所進行微整形。因此,了解醫學美容診所消費者的行為便成為一項重要的研究。本研究以北部某醫學美容診所為例,透過分析其顧客的相關消費行為,了解他們進行微整型所考慮的要項。首先,我們在此診所的紙本病歷資料中,選擇顧客編號、消費日期、消費項目、消費金額、年齡、性別及居住地區等資訊,透過手動方式建立起此醫學美容診所顧客的資料庫。接著,我們運用SPSS統計軟體來分析,以藉此了解顧客特性及消費趨勢。另一方面,以RFM模型為基礎,用群集分析進行顧客區隔,並針對五組顧客群給予分析建議,再運用資料探勘技術的關聯規則探勘出主要顧客群的消費習性,並進一步與全體顧客的消費習性做比較,給予診所更多面向的行銷建議,並非只著重在主要顧客群而忽略全盤規畫。 由分析結果可以發現,不論主要顧客群或全體顧客,年齡分布上都集中在青年時期,性別比率女性都超過八成,居住地區都屬泰山最多,而最受歡迎前三名產品依序是淨膚雷射、複合式果酸換膚及夏日冰鎮水嫩保濕導入。而在關聯規則中,全體顧客產生了八條規則,主要顧客群產生了十四條規則,而有七條規則相互對應。由此可知,針對主要顧客群所提出的行銷建議,同時也能兼顧到全體顧客的消費習性。
With innovation and the growth of medical cosmetology technologies in recent years, not only makes medical cosmetology industry rise gradually, but also urges more and more consumers have micro-plastic surgery. Therefore, getting further understanding of consumers’ medical cosmetic behavior becomes a significant study. This study takes consumers’ relevant data of northern medical cosmetology clinic for example, analyzing consumers’ relevant consumption behavior to realize their considering while having micro-plastic surgery. First of all, this research uses consumers’ number, consumption of date, item and money, age, gender and residence etc.. from the data of paper case history, then creating database of this medical cosmetology clinic by hand. After that, we use SPSS to analyze consumers’ characteristics and consumption trend. Besides, we use RFM analysis model as the basis and use cluster analysis to segment consumers into five groups. Not only we provide analysis and recommendations, but also use data mining to investigate major consumers’ consumption behavior and have further comparison with whole consumers. This study supply more marketing recommendations to clinic, not just partly planning on major consumers. From the analysis result, no matter major or whole consumers, age is focusing on teenagers, female consumers are above 80%, and residence is Tai-Shan. Top three popular products are clarifying laser, complex chemical peel and summer ice moisturizing import. In association rule, whole consumers generate eight rules, major consumers generate fourteen rules and there are seven rules correspond with each other. Therefore, marketing recommendations for major consumers take into account whole consumers’ consumption behavior.