The Application of Marketing Campaign Optimization in Finance Holdings-A Case Study of Credit Card Promotion

• Main Authors: Wang-Rong Su, 蘇婉容
• Other Authors: Chao-Chang Chiu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/05612187886864238245

碩士 === 元智大學 === 資訊管理研究所 === 92 === Marketing management is a very important issue to a business. An appropriate management can reduce costs, provide accurate information, and bring company reasonable and effective benefit. As the evolution of the marketing theory, marketing management also provide several aspects such as marketing analysis, marketing planning, marketing supervising, and optimizing marketing. The concept of marketing is consumer-driven, and the activities satisfy the need of customers. The owner of business must efficiently integrate the resource, understand the need of customers, alter business model and marketing strategies, evaluate the need and preference of every customer, and then business can provide customized service to customers. Based on consumer-driven and sell the product customer need will create the permanent value to the customers and maintain the profitable customers. Under such conditions, business can create profitable revenue, growth rapidly, and get the most market share. In the multi product or variety marketing process, we must use multi marketing channels. When the company face in many customers, they should consider what kind of product or service through what kind of marketing channel to appropriate customer, and thus company can gain the maximize profit. According to the past marketing research and experiences, we often ignore some variant factors which make the gap between estimated and real results. So in the problem of solving marketing customer management, this research will use Data Mining to conclude customer classification, and then combine the system simulation and Genetic Algorithms with potential uncertain factors to deduce the system model of marketing planning optimization help business reduce costs and increase revenue. This research will use marketing campaign planning of credit card from finance holdings as the experimental target.