| Summary: | 碩士 === 國防管理學院 === 資源管理研究所 === 91 === With the changing of market, public marketing is no longer satisfied by customers with traditional ways. Personalized marketing is a new trend due to the change and need of market. Catalog thereby is a change from traditional form to electronic catalog in order to implement marketing not only to products but also to customers. The objective of this paper is describing as the following: (1) In terms of implementing data mining, we seek specific data pattern of customer data, product data, and transaction data. By doing so, we can propose the way of cross selling. (2) We investigate the target customers who should marketing. (3) Active marketing, by e-mail, electronic catalog is the marketing method designed to distribute to customers. (4) Integration of paper catalog and electronic catalog implements on our case firm in order to achieve the goal of one product with multi-channel.
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