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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32379

    Title: 應用資料探勘技術於人身保險新商品開發之研究
    Other Titles: The research of data mining techniques applied to new product development of personal insurance
    Authors: 許嘉需;Hsu, Chia-hsu
    Contributors: 淡江大學保險學系保險經營碩士班
    高棟梁;Kao, Tung-liang;廖述賢;Liao, Shu-hsien
    Keywords: 資料探勘;市場區隔;新產品開發;集群分析;關聯法則;人身保險商品;data mining;Market Segmentation;new product development;Cluster Analysis;association rule;personal insurance product
    Date: 2007
    Issue Date: 2010-01-11 02:03:20 (UTC+8)
    Abstract: 壽險產業係一擁有完善客戶資料之行業,在目前競爭激烈的金融環境中,業者如何妥善利用其資料庫挖掘出關於客戶需求及消費行為之訊息,進而將此豐富訊息導入於新產品開發之過程中,以差異化保險商品,作為行銷決策之依據,以提高顧客之滿意度及提升公司之市占率與獲利率,實是行銷上的重要競爭策略。
    The life insurance industry has complete customer data. It’s an important competitive tatic on marketing for the enterprise to use the database properly to excavate the information of customers’ need and consumption behavior from it and then introduce the information to new product development process to get the differentiated marketing. Based on the marking decision, it could raise customers’ satisfaction, the market share of company and the rate of return.
    Therefore the study use the data mining technique to develop the personal insurance product and the research selects the questionnaire survey method to get consumers’ data, their opinions about insurance, and experiences and knowledge gained from customers’ purchase. The research focuses on market segmentation through the cluster analysis of data mining and is aimed at different cluster by association rule to begin with analysis of the product mixture, the mixture of product and additional service, the mixture of non-life and life insurance product, new product line extension, cooperation objects and other new businesses.
    By this research, the different clusters may purchase the products that provide fundamental protection. Besides, they will take out different products up to their purposes, chrematistic ways and their properties. And the need of additional services, cross-industry cooperation and new product lines varied with their life circle and the arrangements of traveling.
    Appears in Collections:[保險學系暨研究所] 學位論文

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