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題名 | 運用資料挖掘之購物籃分析探討GPRS服務項目需求之最適組合=Investigation of the Most Appropriate Combinations for GPRS Sevices by Using Market Basket Analysis of Data Mining Technique |
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作 者 | 簡利曲; 林龍樹; | 書刊名 | 電信研究 |
卷期 | 32:5 2002.10[民91.10] |
頁次 | 頁555-571 |
分類號 | 557.7 |
關鍵詞 | 資料挖掘; 購物籃分析; 信心指數; 改善指數; 模糊集合論; Data mining; Market basket analysis; Confidence index; Improvement index; Fuzzy sets theory; |
語文 | 中文(Chinese) |
中文摘要 | 由於行動電話與網際網路市場持續成長,一般使用者對於行動上網的需求程度逐漸提高,加上現代人們機動的工作與生活型態,隨時隨地需要接收各種資訊,以便做出具有時效性的決策;因此行動與即時性的資訊需求,便對一般民眾創造了極大的吸引力,「通訊產品無線化」與「資訊帶著走」便成為大眾所企盼的。由於行動數據可以提供的服務項目眾多,而多數客戶所需要的服務通常不只一項,所以如何設計出能夠滿足客戶需求的產品組合,並有別於競爭者,將是留住客戶、提高營收的重要關鍵。 因此,本研究將以資料挖掘(Data Mining)技術中的購物籃分析(Market Basket Analysis)為工具,利用市場問卷調查資料,建立相關的規則;計算GPRS行動電話所可能提供的服務當中,兩種與三種服務項目的最適組合機率,進而設計出吸引人的產品組合,為顧客提供更方便的購物介面,幫助公司建立穩固的顧客群。 |
英文摘要 | The requirement of mobile Internet is increasing rapidly when the subscribers of mobile phone and Internet services are continuously by growing. Besides, People need more and more real time information from Internet to make a correct decision in their daily life, therefore mobile Internet creates a big attraction for them. Since the mobile Internet can provide various data services, users always need more than one service. So how to provide the variety of services for different customers how to provide the variety of services for different customers becomes an importance factor for service providers to retain their customers. In this study, the marked basket analysis of data mining technique is adopted to establish systematic rules from customer’s survey data, and to establish the to establish systematic rules from customer’s survey data, and to establish the co-occurrence matrix for different combination of services. The calculated probabilities for different combinations show the attracting product mix depending on the customer preference. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。