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題名：以Data Mining技術結合SOM和K-Mean的消費者分群方法於顧客關係管理和績效獲利性評估之實證研究
書刊名：資訊管理學報
作者：張心馨 引用關係／蔡獻富
作者(外文)：Chang, Hsin Hsin／Tsay, Shiann Fuh
出版日期：2004
卷期：11:4
頁次：頁161-203
主題關鍵詞：顧客關係管理；顧客區隔；資料採礦；自我組織；顧客獲利性；Customer relationship management；CRM；Customer segmentation；Data mining；Self of organization map；SOM；Profitability
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:101
資料庫與網路科技興起，加速資料採礦技術於顧客關係管理的應用，企業評估績效的指標由市場佔有率變成顧客佔有率。然企業資源有限，且開發新客戶的成本是舊顧客五倍以上，因而必須辨識出顧客價值與企業間的關係，以保留高價值的顧客。基於大型量販店市場快速興起，並累積大量的顧客與歷史交易資料，但目前仍未被廣泛地應用。本研究擬完成：(1)以大型零售量販店為研究對象，修正傳統RFM顧客分群的方式，採用SOM與K-Mean兩階段分群方法，運用資料採礦技術有效萃取不同顧客群體的區隔。(2)分群變數之策略性區隔的LRFM資料模型，並以顧客價值矩陣和關係類型矩陣所構成的多維度顧客分群規則來解釋結果。(3)結合實際個案的資料，剖析資料採礦技術和顧客獲利性的影響因子，並深入了解不同顧客群體活動績效表現。經由個案研究及資料分析結果驗證，當活躍顧客與企業間的交易關係長度維持越長久，顧客獲利性越高；活躍顧客群中忠誠顧客和顧客佔有率越高，對企業的利潤貢獻較高。以沉寂長度做為衡量的流失顧客的指標，流失顧客對企業的利潤貢獻度不一定較低。具較高顧客獲利性的活躍顧客，對於活動的績效表現越佳；但在連續性的活動中，活躍顧客的顧客獲利性與活動績效表現間相關性並不一致。
Database, Data Mining, and Internet have been hailed as a significant conceptual advance in the evolution of marketing, which nevertheless remains based on the Analysis of Consumer Behavior. Accompanying this customer-centric approach, there has been a shift from market share to profitability as the preferred business performance index. The case study and data analysis reported here was motivated by: (1) the availability of large customer activity datasets derived from shopping center transaction records. (2) The requirement to utilize this data to help optimize the use of limited business resources. (3) The availability of Database and Internet based technologies, which have been applied to CRM and Data Mining, but rarely in the context of large shopping centers. This study employed traditional RFM segmentation to extract shopping center customer clustering patterns, and analyzed case study data for correlations between various factors and profitability. The sample used in this study is taken from a single shopping center in the corporate retail sector. The research design used two stages clustering to derive Active Customer Segmentation based on an LRFM data model itself derived from the Strategic Segmentation technique of Sung and Sang. The results were incorporated into a CRM Model using multi-dimensional customer clustering, combined Customer Value Matrix, and a customer relationship type matrix. The results indicate that longer-term active business relationships between customer and corporation are associated with higher profitability.
期刊論文
1.Zeithaml, Valarie A.、Rust, R. T.、Lemon, K. N.(2002)。The Customer Pyramid: Creating and Serving Profitable Customers。California Management Review，43(4)，118-142。  new window
2.Peppard, J.(2000)。Customer Relationship Management in Financial Service。European Management Journal，18(3)，312-327。  new window
3.Mulhern, F. J.(1999)。Customer Profitability Analysis: Measure, Concentration, and Research Directions。Journal of Interactive Marketing，13(1)，25-40。  new window
4.Bult, J. R.、Wansbeek, T. J.(1995)。Optimal selection for direct mail。Marketing Science，14(4)，378-381。  new window
5.Suh, E. H.、Noh, K. C.、Suh, C. K.(1999)。Customer List Segmentation Using Thecombined Response Model。Expert Systems with Applications，17(2)，89-97。  new window
6.Sung, Ho Ha、Sang, Chan Park(1998)。Application of data mining tools to hotel data mart on the Intranet for database marketing。Expert Systems with Applications，15(1)，1-31。  new window
7.Kohonen, Teuvo(1990)。The Self-Organizing Map。Proceedings of IEEE，78(9)，1464-1484。  new window
8.Reinartz, Werner J.、Kumar, V.(2000)。On the Profitability of Long-life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing。Journal of Marketing，64(4)，17-35。  new window
9.呂執中、林懿貞(2001)。顧客關係管理之策略性應用。品質管理月刊，4月號，20-23。  延伸查詢new window
10.程曦資訊(2001)。CTI應用在Web之客服中心。通訊雜誌，4月號，70-72。  延伸查詢new window
11.廖啟揚(2002)。臺灣地區零售通路營運走向分析報告（上）。零售市場，381，53-61。  延伸查詢new window
12.Abidi, S. S.、Ong, J.(2000)。A Data Mining Strategy for Inductive Data Clustering: Asynergy Between Self-Organising Nerral Networks and K-Means Clustering Techniques。IEEE Transactions on Neural Networks，568-573。  new window
13.Anaad, S. S.(1998)。A Data Mining Methodology for Cross-Sales。Knowledge-Based System，10(1)，449-461。  new window
14.Berger, P. D.、Smith, G. E.(1997)。The effect of Direct Mail Framing Strategic and Segmentation Variables on University Fundraising Performance。Journal of Direct Marketing，11(1)，31-43。  new window
15.Bhatty, M.、Skinkle, R.、Spalding, T.(2001)。Redefining Customer Loyalty, the Customer's Way。Ivey Business Journal，January/ February，13-17。  new window
16.Bove, L. L.、Johnson, L. W.(2001)。Customer relationship with service personnel: Do we measure closeness, quality or Strength?。Journal of Business Research，54，189-197。  new window
17.Crosby, L. A.、Johnson, S. L.(2001)。Technology: Friend or Foe to Customer Relationships?。Marketing Management，November/ December，10-11。  new window
18.Dennis, C.、Marsland, D.、Cockett, T.(2001)。Data Mining for Shopping Center Customer Knowledge Management Framework。Journal of Knowledge Management，5(1)，368-374。  new window
19.Duffy, D. L.(1998)。Customer Loyalty Strategies。Journal of Consumer Marketing，15(5)，435-448。  new window
20.Dukart, J. R.(2002)。A Crucial Year for Customer Relationship Management。e-Doc.，16(2)，18-23。  new window
21.Ling, R.、Yen, D. C.(2001)。Customer Relationship Management Analysis Framework Strategies。Journal of Computer Information Systems，Spring，82-86。  new window
22.Marcus, C.(1999)。A practical yet meaningful approach to customer segmentation。Journal of Consumer Marketing，15(5)，494-504。  new window
23.Morrison, R.(2001)。The Business Process of Customer Retention and Loyalty。Customer Inter@CTION Solutions。  new window
24.Pang, L. M.、Norris, R.(2002)。Applying Customer Relationship Management to Government。Journal of Government Financial Management，51(1)，40-45。  new window
25.Rapsas, T.(2002)。10 CRM Trends to Watch in 2002。Target Marketing，25(3)，82-86。  new window
26.Rutherford, M. W.、McMullen, P.、Oswald, S.(2001)。Examining the Issue of Size and the Small Business: A Self Organizing Map。Journal of Business & Economic Studies，7(2)，64-79。  new window
27.Vandermerwe, S.(2000)。How Increasing Value to Customers Improves Business Results。Sloan Management Review，42(1)，27-37。  new window
28.Vesanto, J.、Alhoniemi, E.(2000)。Clustering of the Self-organization Map。IEEE Transactions on Neural Networks，11(3)，568-600。  new window
29.Winer, R. S.(2001)。A Framework for CRM。California Management Review，43(4)，89-145。  new window
30.Yuan, S. T.、Chang, W. L.(2001)。Mixed-initiative Synthesized Learning Approach for Web-based CRM。Expert Systems with Applications，20(1)，187-200。  new window
圖書
1.Tiwana, A.(2001)。The Essential Guide to Knowledge Management: E-Business and CRM Applications。Upper Saddle River, NJ：Prentice Hall PTR。  new window
2.Brown, S. A.(2000)。Customer relationship management: A strategic imperative in the world of e-business。Ontario：John Wiley & Sons。  new window
3.Swift, R. S.(2000)。Accelerating Customer Relationships: Using CRM and Relationship Technologies。Upper Saddle River, NJ：Prentice Hall。  new window
4.Kalakota, Ravi、Robinson, Marcia(2001)。E-Business 2.0: Roadmap for Success。Addison-Wesley。  new window
5.Berry, Michael J. A.、Linoff, Gordon S.(1997)。Data Mining Techniques for Marketing, Sales and Customer Support。John Wiley & Sons, Inc.。  new window
6.葉涼川(2000)。CRM Data Mining應用系統建置。McGraw Hill。  延伸查詢new window
7.Curry, J.、Curry, A.(2000)。The Customer Marketing Method。The Customer Marketing Method。沒有紀錄。  new window
8.Groth, R.(1999)。Data Mining: Building Competitive Advantage。Data Mining: Building Competitive Advantage。沒有紀錄。  new window
9.Peppers, D.、Rogers, M.(1997)。Enterprise One to One: Tools for Competing in Interactive Age。Enterprise One to One: Tools for Competing in Interactive Age。沒有紀錄。  new window
其他
1.行政院主計處(2001)。近年零售業營業額變動概況，沒有紀錄。  延伸查詢new window
2.Meta Group(2001)。Integration: Critical issues for Implementation of CRM Solutions，沒有紀錄。  new window
 
 
 
 
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