應用資料採礦技術探討顧客關係管理之研究-以寒軒國際大飯店為例

Application of Data Mining to Customer Relationship Management A Case Study of Han-Hsien International Hotel

黃村彰(Tsun-Chang Huang)

指導教授 ： 張德儀

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2007年)

https://doi.org/10.6825/NKUHT.2007.00002

摘要

旅館業僅要面臨市場高度競爭的環境，且須承擔資本及固定成本高的壓力之下，為了永續經營，被迫必須由以往傳統產品導向的經營模式轉變為以顧客為導向的經營模式，並藉由顧客關係管理系統來提高顧客對企業的貢獻價值的最大化。 本文旨在以個案觀光旅館業在運用顧客關係管理與顧客互動管道之影響，將旅館顧客之來源分為「一般顧客」與旅館簽訂住宿契約之「住宿契約公司」兩類，並分別以RFM模式，使用K-mean集群分析，將旅館之顧客區分為高貢獻與低貢獻之顧客，研究結果發現，一般顧客中高貢獻之客群特性為通常於淡季期間入住，住宿目地以旅遊為主，住宿日期通常會超過兩日以上並且在住宿期間也會產生餐飲消費行為；在住宿契約公司中高貢獻公司特性為商業流通業、傳統製造業和工商服務業，其無明顯的餐飲消費和會議舉辦；資訊科技業，在平均房價較低，本研究進一步針對不同類型的顧客，擬定適當的行銷策略進而擴展旅館市場，以期建立長期顧客關係，達到企業永續經營的目的，研究之結果可提給個案研究之旅館有參考價值之資訊。

關鍵字

國際觀光旅館 ； 資料採礦 ； RFM模式 ； 決策樹分析

並列摘要

The hotel industry not only faces the highly competence in the market, but also shoulders the pressure of capital and highly fixed cost. In order to have it keep running, the hotel business must transform its management pattern, from the past product-oriented pattern to the customer-oriented pattern; and maximize the enterprise's contribution by the customer with the Customer Relationship Management System. This text aims at visiting the lodging industry and using the influence that manages and interacts with customer in the irrigation ditch of customer's relation with the case, two kinds ones that divide the hotel customer's source into the general customer and sign agreement of getting accommodation with hotel get accommodation in agreement company , and part by way of RFM, group analyses , divides the customer of the hotel into the height and contributes with the customer of low contribution to use K-mean and collect, the result of study is found, one group of characteristics, in order to move in commonly in dull season of guest of high contribution in the general customer, afford to get accommodation eye; The high contribution company's characteristic is commercial circulation industry , traditional manufacturing industry and industrial and commercial service trade in getting accommodation in the agreement company, it does not have obvious food and beverage to consume and hold with the meeting ; Information science and technology industry , relatively low at the average room rate, this research is directed against different kinds of customers further, draft then the proper marketing tactics expand the hotel market , in the hope of establishing long-term customer's relation, achieve the goal of managing continuously forever in enterprises, the information with reference value of hotel that the result studied can be proposed to case study.

並列關鍵字

International Tourism Hotel ； Data Mining ； RFM Model ； Decision Tree

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