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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/35184

    Title: 利用資料探勘技術分析WIFLY客戶使用行為
    Other Titles: Analyzing behaviors of WIFLY customers using data mining techniques.
    Authors: 賴司平;Lai, Sih-ping
    Contributors: 淡江大學資訊工程學系碩士班
    蔣定安;Chiang, Ding-an
    Keywords: 顧客關係管理;資料探勘;決策樹;叢集;流失分析;Mining;CRM;Clustering;Churn;Wireless
    Date: 2007
    Issue Date: 2010-01-11 06:07:35 (UTC+8)
    Abstract: 顧客關係管理(Customer Relationship Management;CRM)近幾年在企業管理領域上造成相當大的話題,由於顧客消費意識的抬頭,使得企業與顧客之間的關係有所改變。以往「產品導向」之經營思維,逐漸不符合現今整體環境的需求,因而逐漸被更重視客戶感受之「顧客導向」的經營思維所取代。企業之行銷方式也由以往之「單一化、大眾化」,轉變為「個人化、客製化」之行銷方向。
    In recent years, Customer Relationship Management (CRM) has gained much attention on business administration. The relationship
    Between customers and corporations has changed because of the increasement of consumer awareness and knowledge. Customers now are facing huge amount of options from which to choose. Thus, more customers frequently change from one service provider to another in search of better service, which is called "churn".
    In such competitive business environment, CRM plays an important role in enterprises. Many corporations have adopted Customer-oriented policy rather than product-oriented strategy nowadays. The marketing strategy also shifts from simplex and popular marketing to customize and personalize marketing.
    In this paper, we applied customer segmentation by using clustering techniques in data mining. Customer segmentation involves identification of groups of customers with similar characteristics. According to the result, it could help enterprise to develop advisable business strategy and optimize the efficient use of resources throughout the organization. Besides, we also applied decision tree analysis to the clusters with high churn rates. Thus help enterprise preventing customer from leaving.
    Appears in Collections:[資訊工程學系暨研究所] 學位論文

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