Application of Data Mining Process in Customer Relationship Management RFM Model –A Case Study of Wholesale and Retail

• Main Authors: MA-MING-HAO, 馬銘顥
• Other Authors: Shia, Ben-Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/46843832411796802330

碩士 === 輔仁大學 === 應用統計學研究所 === 96 === With the progress of technology, customers can reach plentiful information of product through many ways and make some decisions to buy the products with the information. The company should take more attention on the customers’ behavior. Therefore, the concept of customer relationship management is more and more important. Through the concept of customer relationship management, the enterprise can understand the behavior of customers, and gain more profit from the process. Nowadays, Data Mining is one of the most useful techniques in the CRM. The technique of Data Mining can help the enterprise get more hidden information. The purpose of this research is to explore a suitable systematic procedure of the data mining application to customer relationship management through related theory and real application study. This research also wants to discuss the RFM Model which is the index in the CRM and find out the affection of market segmentation with model constructing.