台灣家居用品店顧客關係管理商業智慧模式建置之研究：資料探勘技術之應用

Research on the Establishment of Business Intelligence Model for Customer Relationship Management in Taiwan Household Goods Store: Application of Data Mining Technique

一般所知，顧客關係管理一直是企業經營所重視關切的議題，本文主要藉由掌握顧客的消費習性與需求，並與顧客建立起良好的關係，進而提升企業的競爭優勢。隨著零售業的盛行，如何有效掌握顧客動態以及利用企業中快速累積的資料進行分析便顯的相當重要。基本上，本研究旨在針對家居用品零售業交易環境下的顧客關係管理，提出一適合進行顧客關係分析之資料探勘分析架構，並針對顧客關係討論本文著重的議題，包括顧客分級價值管理、顧客特質分析及購物籃分析，彙整研究結果並提出相關資訊，作為個案家居店經營改善與政策當局擬定之相關政策措施之參考依據。

In general, customer relationship management has always been a topic of concern for business operations. This paper mainly grasps the consumption habits and needs of customers, and establishes a good relationship with customers, thus enhances the competitive advantage of enterprises. With the prevalence of the retail industry, how to effectively obtain the customer dynamics and use the rapid accumulation of customer data in the enterprise for analysis is very important. Basically, this study aims to propose a data mining framework suitable for customer relationship management in the retail trading environment. The topics discussed in this paper include customer grading management, customer trait analysis and shopping basket analysis. The results of the research are summarized and relevant information is presented as a reference for the improvement of the case store operation and the relevant policy implications are also provided.