英文摘要 |
Data Mining can sort the expense pattern from the customer information database is in the target marketing gradually receives the widespread application the advantageous tool, this research take the telecommunication industry as a case study. Data mining is a beneficial tool, which is gradually used widely in target marketing. Data mining will be able to reveal obvious customer behaviors or patterns and offer the enterprises more guidelines for marketing strategies. The study focus the case on a broadband network company in Taiwan and tries to choose the target users from the customer relationship management systems by the clustering analysis technology. It takes a computer company’s Intelligent Miner example as the data mining tool and processes the data of the broadband network’s users to store to explore, to characterize, to express knowledge and so on. Looking at the broadband network company’s customers, it shows that the demand for the speed of broadband network and the wish to upgrade its speed are greatly related according to different segments' characteristics. The results on data mining application for target marketing in broadband network customers can offer immediate interaction the decision-making support within a large number of transaction data. Also, the exploration in customer relationship management can rely on the tool of data mining, and offer the enterprise the retrieval, storage, and share mechanism of the decision-making. |