應用資料探勘於電信產業市場區隔之研究

葉佳燕

doi:10.6846/TKU.2007.00054

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應用資料探勘於電信產業市場區隔之研究

The Research of Data Mining Techniques Applied To Market Segmentation of Telecommunication Industry

葉佳燕 , Masters　　Advisor：廖述賢;黃振豊　　

繁體中文 DOI： 10.6846/TKU.2007.00054

資料採礦；消費者行為；市場區隔；資料庫行銷； data mining ； consumer behavior ； segmentation ； database marketing

Abstract │ Reference (137) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Telecom liberalization trend in Taiwan has begun from 1997.It has opened 4 items of business for mobile telecommunication industry and satellite communication service business for private enterprise in 1998. After 3G mobile telecommunication business has opened in 2002, Taiwan’s telecom market has moved into fully liberalized.

Due to the extension of the industry of mobile phone, the competition among companies have became increasingly intense. Therefore, suggest of segmentation and effective marketing mix has been proposed by analysising relation of consumer behavior and telecommunication practitioner.
     
The thesis has based on the ontology concept and used four construct of the basic data for consumer, mobile phone, channel and telecommunication practitioner to do a conceptive description. Then it has used the technology of data mining to build the association database on consumer, mobile phone, channel and telecommunications practitioner. This thesis has employed the association rule and cluster analysis of data mining to analysis the factor what the consumer will consider on purchasing mobile phone. This thesis could also use it to make market segmentation. Based on consumer’s need of mobile phone、channel of choice and information of telecommunication business to develop appropriate market mix and help the sales for relevant telecommunication practitioner. According to relevant information of channel and telecommunication practitioner, the research has proposed the alliance strategy. According to results of this research, we could provide manage implication and advice for future researchers and help relevant practitioner to improve their competition capability.

Reference ( 137 ) 〈TOP〉

行銷學（郭常銘譯）（民95）。台北市：麥格羅．希爾國際股份有限公司。（原著出版年：2003）。
連結：
陳一德（2004）。消費者對3G應用服務偏好之研究。未出版碩士論文，台北：大同大學工設所。
連結：
黃俊英（民93）。行銷管理。台北：華泰文化事業股份有限公司。
連結：
程信賢（2001）。行動電話消費者購買行為及其之市場區隔研究─以南部地區為例。未出版碩士論文，台南：國立成功大學企管研究所。
連結：
蕭富峰（民95）。行銷策略。台北：華泰文化事業股份有限公司。
連結：

Times Cited (1) 〈TOP〉

劉冠廷(2014)。應用超學習增進傳統掛袋法準確度之研究。虎尾科技大學工業工程與管理研究所學位論文。2014。1-92。

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