頁籤選單縮合
題名 | 運用模糊集合論探討GPRS服務項目需求之最適組合=Investigation of the Most Appropriate Combinations of GPRS Sevices by Using Fuzzy Set Theory |
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作 者 | 林龍樹; 簡利曲; | 書刊名 | 電信研究 |
卷期 | 34:1 2004.02[民93.02] |
頁次 | 頁99-116 |
分類號 | 496.3 |
關鍵詞 | 資料挖掘; 購物籃分析; 模糊集合論; 模糊信心指數; 模糊改善指數; Data mining; Market basket analysis; Fuzzy set theory; Fuzzy confidence index; Fuzzy improvement index; |
語文 | 中文(Chinese) |
中文摘要 | 設計許多種產品的組合搭售不僅可以提供客戶多樣化的選擇,更可進一步刺激客戶需求,提高產品銷售量。而其中對於尚未推出或推出時間不長的產品或服務的組合搭售,我們通常透過市場調查蒐集潛在客戶需求意願資料,作為未來產品組合搭售的參考。然而這類具有模糊性的需求意願資料,若採用傳統購物籃中離散條件機率方法來處理,將使結果產生偏差而且缺乏彈性。因此本研究結合傳統條件機率概念與模糊理論方法,一方面從模糊集合觀點建議適當隸屬函數,來處理客戶需求意願資料;另一方面以資料挖掘技術之購物籃分析方法為基礎,導出模糊條件機率計算模式,建立模糊性的關聯規則,計算兩種與三種產品的組合機率,進而設計出吸引人的產品組合,提供顧客更方便的選擇界面。此外,我們應用此方法來計算GPRS行動電話服務的兩種與三種產品的最佳組合,由所獲得的結果顯示,本研究所提出的模式與計算方法不僅較離散條件機率模式精確且有彈性,也較能提供有效的產品組合。 |
英文摘要 | The combination sale of various products can not only provide customers diversified choice, but also can further stimulate their requirements, and increase the sale quantities of products. Generally, people usually investigate the optimal combination of products by collecting customers' demand intentions through the market survey when these products are not launched yet or are only launched for a short period of time. However, the traditional discrete condition probability in market basket analysis can not treat the data of demand intentions reasonably, and hence make consequence inflexible and biased. Therefore, in the studies, the fuzzy set theory is adopted to solve the problem. We suggest some appropriate membership functions to describe the demand intentions of customers, and derive a fuzzy conditional probability model from the viewpoint of market basket in data mining. A solution procedure is proposed to compute the degree of relations of various product combinations, represented by condition probabilities. Besides, we apply this method to investigate the optimal combinations of GPRS (General Packet Radio Service) mobile phone services. The results show that our proposed model is more accurate and flexible than discrete condition probability to provide efficient product combination. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。