資料探勘在寬頻網路客戶目標行銷之應用研究

Data Mining Application for Target Marketing in Broadband Network Customers

林誠(Chen Lin) ； 劉福堂(Fu-Ton Liu)

《電子商務學報》 7卷2期 (2005/06) Pp. 121-138

https://doi.org/10.6188/JEB.2005.7(2).01

摘要

資料探勘能從顧客資料庫中找出消費模式是目標行銷中漸受廣泛應用的有利工具，本研究以國內某電信業者為個案研究，試從顧客關係管理系統中，以群集分析技術挑選目標用戶，使用某電腦公司的資料探勘系統(Intelligent Miner)為資料探勘工具，將寬頻上網用戶的目標行銷資料進行倉儲、探勘、特徵、知識表達等。網路興起至今，寬頻網路的市場愈趨龐大，以致於企業礙於有限的資源，無法直接有效地進行一對一的個人行銷。於是，目標行銷可以滿足企業的需求。
由寬頻上網客戶發現，針對不同群集的特性，顯示對於寬頻上網速度的需求程度與預計申裝提升速率意願有顯著相關。資料探勘在寬頻上網客戶目標行銷之應用研究可提供即時動態可能隱藏在大量寬頻上網交易資料當中，應用顧客關係管理之行銷策略，可以依賴資料探勘的工具，提供具目標行銷功能的顧客關係管理機制。

關鍵字

寬頻網路 ； 顧客關係管理 ； 目標行銷 ； 資料探勘

並列摘要

Data Mining can sort the expense pattern from the customer information database is in the target marketing gradually receives the widespread application the advantageous tool, this research take the telecommunication industry as a case study. Data mining is a beneficial tool, which is gradually used widely in target marketing. Data mining will be able to reveal obvious customer behaviors or patterns and offer the enterprises more guidelines for marketing strategies. The study focus the case on a broadband network company in Taiwan and tries to choose the target users from the customer relationship management systems by the clustering analysis technology. It takes a computer company's Intelligent Miner example as the data mining tool and processes the data of the broadband network's users to store, to explore, to characterize, to express knowledge and so on.
Looking at the broadband network company's customers, it shows that the demand for the speed of broadband network and the wish to upgrade its speed are greatly related according to different segments' characteristics. The results on data mining application for target marketing in broadband network customers can offer immediate interaction the decision-making support within, a large number of transaction data. Also, the exploration in customer relationship management can rely on the tool of data mining, and offer the enterprise the retrieval, storage, and share mechanism of the decision-making.

並列關鍵字

Broadband network ； Customer Relationship Management ； Target marketing ； Data mining

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