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題 名 | 行動電話客戶區隔模式及資料庫行銷之資料採礦研究=Customer Segmentation and Database Marketing Using Data Mining Technology in the Mobile Marketing Strategy |
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作 者 | 陳明崇; 王薔惠; 林佳怡; 詹念怡; 張婉婷; 周維聖; 盧登臨; | 書刊名 | 電信研究 |
卷 期 | 37:2 2007.04[民96.04] |
頁 次 | 頁247-272 |
分類號 | 312.1 |
關鍵詞 | 資料採礦; 客戶區隔; 因素分析; 集群分析; 羅吉斯迴歸; 資料庫行銷; CRISP-DM; |
語 文 | 中文(Chinese) |
中文摘要 | 國內行動電話市場由於競爭激烈,壓縮獲利空間。為了可以在此激烈的環境下生存,除了要創造新的服務增加營收,更需要有效控制行銷成本以減少支出,並製造最大營收獲利。利用資料採礦技術深入分析行動數百萬客戶屬性與每月數十億筆的通話行為資料,可精準預測客戶的消費特性及產品偏好,以最經濟的成本挖掘潛在客戶;是目前最新的行銷研究模式,亦是決定行銷策略成敗的重要關鍵。因此,本研究主要利用資料採礦技術及相關的統計方法,探討客戶區隔模型與目標行銷之整合與應用。利用CRISP-DM資料分析模式與資料處理標準化流程,有效地處理資料採礦之前置資料與行銷業務分析,將客戶潛在之通話行為模式,區隔出不同的客戶類型。由資料採礦演算法所產生不同的客戶區隔,在不同區隔的特性中給予適當及具吸引力的行銷策略及方案,藉此吸引用戶申裝3G業務及相關加值服務,提高3G服務的用戶數在行動業務上的比例。以成功達到擴大3G業務量的目標。 |
英文摘要 | Mobile market is in a highly expanding situation now.? The price war becomes more and more severe between domestic mobile operators.? In order to make the best profit in the mobile market, marketing strategy differentiation is a good way to be implemented.? Based on the assumption of similar customer characteristics in one operator, Data Mining Technology can help discover some typical attributes for the specific consumer groups.? Marking the data out of the Data Warehouse to be analytical and following the CRISP-DM process to be standardized will promote the efficiency of data mining procedure.? Distinct and well defined segmentations help marketing specialist decide the strong and powerful marketing strategies.? Exact marketing strategies and services give the right advertisement information to the right customers. After segmenting, it proposes an integrated marketing method incorporated prediction model of data mining with direct and database marketing analysis. Utilizing the Data mining analysis model and analyzing the factors of purchasing the CHT 9000 customerized cellphone, a set of potential customers with high purchase probability could be discovered. Through the evaluation of Logistic’s prediction model, a list of potential purchasing customers will be used to market for selling CHT 9000. The purposes of decreasing the cost and increasing the profit will be achieved. |
本系統中英文摘要資訊取自各篇刊載內容。