顧客關係管理是一種經營管理的概念，要求企業將焦點放在企業營運中最重要的核心「顧客」之上，試著與顧客之間建立一種學習關係，從顧客對企業所提供產品與服務之表現，來學習如何加強提供更佳的產品與服務品質，進而以顧客為中心，訂定有效的經營管理與營運目標，以建立企業與顧客之間的關係。本研究透過人格特質的概念與資料探勘的技術針對顧客的商業行為進行分析，利用最終所萃取出來的知識，應用到顧客關係管理中，回饋給顧客群，提供顧客快速且高質感的服務，使顧客對於企業的忠誠度可以提高，提升企業的競爭優勢，達到企業永續經營的目標。故本研究之目的為： 一、 針對顧客的人格特質及消費行為進行群集分析，界定主要的目標市場，以獲取潛在購買的顧客群。 二、 針對顧客的人格特質及商品購買模式進行關聯分析，找出最佳的產品組合，主動提供符合顧客需求之商品，以增強現有顧客的利潤。 三、 針對顧客的人格特質及消費行為進行分類分析，有效的掌握顧客價值，維持較具獲利性的顧客。 Customer Relationship Management is a business management concept which requires companies to focus on business operations for establishing a learning relationship between its customers that is specifically focuses on the performance of products and services for the better quality and services. Additionally, it tends to establish an effective business management that helps to accomplish operational goals and able to establish the relationship amongst its customers. On the other hand, the concept of Personality Traits and Data Mining used in this research, as a medium to analyze relationship between customers and the companies. How to study the relationship between companies and its customers, this study used the final extracted knowledge approach to analyze its operation in order to provides fast service and high texture and helps companies to enhance competitive advantage.The aim of this study is to: 1. To identify the market segmentation and personal traits for the customer and consumer behavior among different customer groups. 2. To identify the different types of products in the customer buying patterns. 3. To build customer preference model, the initiative to provide consistent customer needs the goods or services.