Application of Data Mining Techniques in Customer Value Analysis: the Case of A Publishing Company

• Main Authors: Ming-Hong Tsai, 蔡銘鴻
• Other Authors: Yung-Sun Lee
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/w28ejc

碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 102 === Because the increasing service-oriented business activities, customer relationship management is become more important than before. If enterprises can manage customers by analyzing customer behaviors and customer values, they will be able to gain the competitive advantages under cost control and increasing profits. We analyzed the characteristics of data from the view of region. We found that the most important customers are come from major cities of Taiwan. They are also the key customers for the case company. In this research, we used SOM modeling technology and Customer Value Model to divided customer into different groups, and analyze their association rules. We found that the key association rules from different value of the groups. Finally, we made recommendations about customer relationship management for case company, in order to help enterprises to develop their customer relationship management strategy, reduce operating costs, increase profits, and enhance the competitive advantage of the enterprise. Finally, this research provide the customer relationship management approach, such as from the view of region. Taipei, Taichung, and Kaohsiung have the most of key customers. The enterprise should implement different priority of customer relationship management and build up different customer relationship management strategy for different types of customers.