混合智慧型專家系統與資料探勘技術以提昇企業行銷績效之研究

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混合智慧型專家系統與資料探勘技術以提昇企業行銷績效之研究
著者: 林添祥; Lin, Tan-shan
李建億; none; 數位學習科技系數位學習科技碩士在職專班
主題: 個人行銷; 經驗法則; 資料探勘; 關聯法則; 專家系統; 推薦行銷; personal marketing; correlated rules; data mining; Expert systems; marketing Recommend
描述: 在經濟不景氣的年代，消費者無不精打細算，把每一分錢都用在刀口上，因此企業的行銷策略開始調整朝向縮減行銷支出，也就是如何有效節流。過去在零售量販店DM型錄的寄發佔行銷支出相當大的比率，以往可以透過郵寄DM可以達到刺激顧客的購買需求，由於目前百業蕭條，大多數的顧客除民生必需品外，都儘量避免開銷，使得企業的營收大幅滑落。因此藉由DM型錄的減量寄發可大幅降低行銷支出，透過專家系統可有效擷取目標顧客，達到DM減量的目的。每一位消費顧客對企業來說都一樣重要，但因對企業的貢獻度有所不同，而被歸類成不同層級顧客群。在經濟緊縮的年代，不能像以往採亂槍打鳥的行銷手法，用普發DM的方式去傳遞行銷訊息。如何利用有限的預算，把DM寄達最有需要的顧客手上，將是企業提昇營運績效的一項重要課題。在售量販業與百貨業之中，商品型錄一直是誘導消費者購買行為的重要因素，但是過去很少有利用專家系統與關係法則，將傳統商品型錄以資料探勘的技術做有效的目標行銷的研究，若從這個角度去觀察，會產生許多有趣的且能提昇企業經營績效的研究課題。本論文提出一套完整的實驗架構，利用DM目標行銷專家系統取代人的經驗法則，依據企業規則擷取目標顧客來寄送DM型錄，有效利用DM減量降低行銷支出來達到節流的目的。同時本論文所提出的分析架構使用資料探勘技術，將能夠從大型的交換資料中，挖掘出商品組合的高頻率樣式，透過最小支持度、最小信賴度、正相關與最小有趣度，篩選出有商業價值的關聯法則，並結合ｅ化個人行銷與推薦行銷，改變被動行銷為主動行銷的方式，誘導與刺激顧客購買慾望，以提昇DM行銷的顧客回購率。
During this depression time, consumers always strictly control their budget and carefully use their money only on the necessary things, so the enterprises start adjusting their marketing strategy to reduce marketing expenses, viz, how to cut down expenses effectively. Before, the retail stores’ DM mailing had a rather big rate on marketing expense. In the past, customers’ buying desire can be motived through the mail-DM. However, since current business languishes, most of customers avoid to spend money except buy essential commodities of life, it causes enterprises’ sales drop sharply. Therefore, to reduce mailing DM can reduce marketing expense and through the expert system can pick the target customers and also achieve the purpose of DM reduction. Every customer is same important for enterprises, according to different contribution to enterprises, they have been classified to different level. At this economic retrenching period, enterprises can’t not use the previous unsorted marketing method, mailing DM to inform all customers. How to use the limited budget to send DM to those customers who really need it will be an important issue for enterprise to raise the sales. A retail industry and department stores, the commodity catalog has been an important factor to motive consumer’s purchase behavior, but there was a little benefit in the past. Using expert system & relationship rules to do effective marketing goal study, it will have much fun and can raise the issue of business performance.This study provides a complete analysis. Using DM target marketing expert system to replace human’s experience rule, base on enterprise’s regulation to catch the target customers to mail DM, use DM effectively to reduce marketing cost to cut down expense. At the same time, this analytical framework use data survey skill can catch the high-frequency rate of the merchandise assortment from the large interchange data, through the minimum support, minimum trust, relative and minimum fun to select valuable commerce related rule. Combine with personal e-marketing and recommend e-marketing to change the passive marketing way to active marketing way, induce and stimulate customer’s purchase desire to raise DM marketing’s customer repurchase rate.
碩士
建立日期: 2009
格式: 121 bytes
text/html
語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/2868
資源來源: NUTN IR

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混合智慧型專家系統與資料探勘技術以提昇企業行銷績效之研究

林添祥; Lin, Tan-shan 李建億; none; 數位學習科技系數位學習科技碩士在職專班 2009

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