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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32950

    Title: 應用資料探勘於電信產業市場區隔之研究
    Other Titles: The research of data mining techniques applied to market segmentation of telecommunication industry
    Authors: 葉佳燕;Yeh, Chia-yen
    Contributors: 淡江大學管理科學研究所碩士班
    廖述賢;Liao, Shu-hsien;黃振豊
    Keywords: 資料採礦;消費者行為;市場區隔;資料庫行銷;data mining;Consumer Behavior;Segmentation;database marketing
    Date: 2007
    Issue Date: 2010-01-11 03:01:17 (UTC+8)
    Abstract: 我國電信自由化始於民國86年,並於民國87年開放四項行動通信業務及衛星通信業務予民間經營,而在民國91年政府開放第三代行動通訊業務之後,我國電信市場邁入全面自由化的嶄新局面。
    Telecom liberalization trend in Taiwan has begun from 1997.It has opened 4 items of business for mobile telecommunication industry and satellite communication service business for private enterprise in 1998. After 3G mobile telecommunication business has opened in 2002, Taiwan’s telecom market has moved into fully liberalized.

    Due to the extension of the industry of mobile phone, the competition among companies have became increasingly intense. Therefore, suggest of segmentation and effective marketing mix has been proposed by analysising relation of consumer behavior and telecommunication practitioner.

    The thesis has based on the ontology concept and used four construct of the basic data for consumer, mobile phone, channel and telecommunication practitioner to do a conceptive description. Then it has used the technology of data mining to build the association database on consumer, mobile phone, channel and telecommunications practitioner. This thesis has employed the association rule and cluster analysis of data mining to analysis the factor what the consumer will consider on purchasing mobile phone. This thesis could also use it to make market segmentation. Based on consumer’s need of mobile phone、channel of choice and information of telecommunication business to develop appropriate market mix and help the sales for relevant telecommunication practitioner. According to relevant information of channel and telecommunication practitioner, the research has proposed the alliance strategy. According to results of this research, we could provide manage implication and advice for future researchers and help relevant practitioner to improve their competition capability.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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