本研究以問卷調查法蒐集顧客購買保險之資訊，探討顧客在購買產品後的經驗，再以資料探勘配合Apriori演算法及集群分析將顧客的隱性知識轉成資訊，從中萃取成企業資產，結合關聯性資料庫，把結果運用在行銷通路中。使相關人員可以為不同顧客群找出不同之銷售管道，同時了解到顧客重視的是什麼，以便作為後續服務所應注意的事項，因為企業競爭優勢來自於透過顧客喜歡之方式將其能接受之商品對其進行銷售，並以帶給顧客最大滿足程度之管道提供服務。 The conduct of the market of life insurance is getting competitive. The dealers in life insurance not only compete against the craft but face the minacity accompanied by foreign companies. Under the trend of integrated financial service, the dealers in life insurance also face the challenges of other financial industries. Enabling enterprises to manage effectively, enterprises must segment the market to find out the most efficient and cost effective channels of marketing. And enterprises should set up the service channels that can meet the customer’s need. Enterprises can learn of meaningful information from a large number of materials through the technology of data mining, and then transfer the information into useful knowledge. Enterprises can take the knowledge as the reference of strategy for marketing and service. The research collects the information about the customer buying insurance and investigates experiences gained after customers’ purchase with the investigation method of the questionnaire, transferring the implicit knowledge into information as enterprise assets by combining data mining and the Apriori algorithm, and the cluster analysis. The results can be used as consultations of management. The study shows that although the channels of the marketing and service are getting diversified, customers still prefer the salesmen as the way to contact with the insurance companies. The enterprises can cater to the customers’ need and elevate the degree of satisfaction through providing the information and using strategic alliance from different business fields.
