Data Mining Application an Investment Trust & Consulting – A Case of Foundation

• Main Authors: Yang, Tsung-Ming, 楊宗明
• Other Authors: Chiu, Chao-Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/62622789156898431269

碩士 === 元智大學 === 資訊管理研究所 === 93 === The marketing strategy must be following market trend, and use statistical analysis to come out market information. The target of this research is investment trust and consulting, besides we use the data mining to analyze customer’s dealing details and foundation’s character and behaviors, then to get further marketing information to make marketing strategy. Facing a competitive market, while the businesses make marketing strategy it has to analyze and segment the potion of market, try to find out the consumer behaviors and characters, then to make sure target customers and market. The business should use a suitable marketing strategy to get advantage. In the past, the businesses focused on marketing share, nowadays not only focus on customers share but also emphasize on value of customers. According to this research, we found Kohonen(SOM) clustering can take better segment of customers, then to divide three groups which can find out the consumers behaviors and characters. Through Kohonen(SOM) clustering we can understand which customers is the more valuable and potential for investment trust and consulting. Besides, we found more deals between customers and business which is not only profitable customers for business; also bring more revenue for business. Absolutely the guideline of customer for produce and service is trend in the future. However how to use data mining to enhance competition of advantage and service, to keep exiting customers also choosing more competitive products for customers. In terms of making a competitive strategy which is our future goal.