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題名:校友捐款行為評等模式之研究
作者:尤姵文
作者(外文):PAY-WEN YU
校院名稱:輔仁大學
系所名稱:商學研究所博士班
指導教授:李天行
學位類別:博士
出版日期:2016
主題關鍵詞:校友捐款行為評等模式資料探勘多元適應性雲形迴歸支援向量機alumni donate behaviorcustomer profitability analysisartificial neural networkmultivariate adaptive regression splinessupport vector machines
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本研究目的為提出一套實用之校友捐款行為評等模式,以關係行銷理論之顧客保留與獲利觀點,探討如何從大量的大學捐款校友資料庫分類出具捐款潛力的校友群,提供大學規劃募款策略的新方向。本研究以國內某私立大學校友資料庫為個案對象,透過鑑別分析、人工類神經網路、多元適應性雲形迴歸及支援向量機等資料探勘技術建構個案大學之校友捐款行為評等模式,區分出流失且不具捐款潛力之校友、流失但具捐款潛力之校友、保留但不具捐款潛力之校友、保留且具捐款潛力之校友等四類校友群,並藉由鑑別率比較出較為精準與便捷的建模方式,以供實務上參考。
To propose a practical alumni donor classification model, this study applied customer profitability analysis from relational marketing theory as a basis to investigate the classification of alumni groups by donation profitability using data contained in a university database regarding a large number of university alumni. The ultimate purpose of this study was to provide a new direction for university planning and fundraising strategies. The subject of this case study was a private university in Taiwan, and its alumni database was used to construct an alumni donor type analysis model through the application of four data mining techniques, discriminant analysis, artificial neural network, multivariate adaptive regression splines and support vector machines. This study tries to identify important characteristics of classifying four types of alumni groups: lost alumni without profitability, lost alumni with profitability, retained alumni without profitability, and retained alumni with profitability. The study will compare the classification accuracy if the four classification techniques and suitable strategies can be proposed based on the research findings.
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