A study on the application of data mining in target marketing
| Autor: | Chin-Shan Chen, 陳金山 |
|---|---|
| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 Commercial environment unceasing vicissitude, during various industrial competition intensity, but makes a profit day by day compresses, facing meager profit time approach, how enhances the enterprise the profit, the maintenance competition superiority, becomes question which each enterprise must face. Guides from the early massive productions product to the present small amount diverse customer guide, once more explains the entire commercial condition mainstream manufacturing industry changes service industry, but no longer is the pure business relations, as reveres, the customer take the guest is supreme, completes the customer relates the management, will be many enterprises takes as a model; How but sells only then can enhance the customer loyalty, and gains more profits from the customer body, sells from the early populace to the now goal marketing, even is one pair of one marketing, all is the enterprise diligently direction, but these all depend on the massive high speed information-handling capacity. In order to maintain the competition superiority, the enterprise frequently needs quickly to induct, the even better information system, by will face the future the challenge, although the enterprise will have to the material and collects sparely no effort, but will have the material, if not suitably will process, radically will do not have the information is serviceable, let alone must have commercial intelligence. But this research is collects from the material to pretage processing collects into the material to store in a storehouse, again from gains the hideaway by the material exploration way the useful information; Relates the intensity indicator by RFM as the customer, from clustering analyzes does the market area separates, obtains the goal marketing object, again uses the former subsistence means does the relational analysis, understands the customer expends the behavior, thus draws up the marketing plan; Then the penetration goal marketing, confirms the data mining result, and analyzes processing using on-line, comes fast to observe various dimensions the information. Provides the coffee chain-like industry one set of complete data mining application flow, takes the field reference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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