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題名：以顧客價值為基礎之資料庫行銷架構
書刊名：資訊管理學報
作者：蘇中信 引用關係／劉俞志 引用關係／劉蕙
作者(外文)：Su, Chung／Liu, Julie Yu-chih／Liu, Hui
出版日期：2013
卷期：20:3
頁次：頁341-365
主題關鍵詞：資料庫行銷；顧客價值；顧客分群；資料探勘；Database marketing；Customer Vaule；Customer segmentation；Data mining
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 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:1
  • 共同引用共同引用:3
  • 點閱點閱:70
企業的成功關鍵之一在於瞭解顧客的需求並迅速回應。資料庫行銷旨在利用資料庫探究顧客消費行為與了解銷售狀況，據此制定行銷策略以回應顧客需求。雖然資料庫行銷已廣被探討，然而，少有文獻提出一個完整與簡單的資料庫行銷架構。本研究提出一個結合資料探勘技術，並以顧客價值分群為基礎之資料庫行銷架構，此架構利用群集分析與序列型樣，擴充顧客價值計算模式，並依據顧客價值進行顧客分群，同時依交易資料進行產品分類，再整合分群與產品分類結果做為策略擬定依據。本研究以某公司之業務與資料為範例，依據顧客消費模式與分群結果提出可行之策略方案。並且，也提供以交易金額驗證策略方案有效性的方法，輔以實際案例之實驗數據，作為資料庫行銷設計與實作之參考。
One of business success factors is to understand customers' needs and response their demands in time. Database marketing is to analyze customer consumption behavior and transaction data in databases, and to make marketing strategy according to the results. Although database marketing has been well discussed, very few studies provide a complete framework for it. This research provides an entire framework for database marketing, which employs data mining techniques to perform data clustering and analysis. In this framework, customer value model is extended. Customer segmentation is performed based on the extended model. The products are categorized by sequential pattern analysis of customers' transaction. Marketing strategies are decided according to the segmentation and the categorization. This work adopts a company as a case to demonstrate the framework. In addition to using customer value and discount as the parameters of customer segmentation, it provides feasible strategy to the segmentation results based on the customer consumption model. We also suggested the experiment for examining the effectiveness of the proposed strategy. The results of this work contribute to the design and practice of database marketing.
期刊論文
1.葉怡成、楊錦章、連立川(20080900)。RFMTC行銷模式之理論解析。電子商務學報，10(3)，625-641。new window  延伸查詢new window
2.Andrews, R. L.、Brusco, M. J.、Currim, I. S.(2010)。Amalgamation of partitions from multiple segmentation bases: a comparison of non-model-based and model-based methods。European Journal of Operational Research，201(2)，608-618。  new window
3.Chen, Y.、Zhang, G. Z.、Hu, D.、Fu, C.(2007)。Customer segmentation based on survival character。Journal of Intelligent Manufacturing，18(4)，513-517。  new window
4.Forgy, E. W.(1965)。Cluster analysis of multivariate data: efficiency versus interpretability of classifications。Biometrics，21(3)，768-769。  new window
5.Irvin, S.(1994)。Using lifetime value analysis for selecting new customers。Credit World，82(3)，34-40。  new window
6.Jiang, T.、Tuzhilin, A.(2006)。Segmenting customers from population to individuals:does 1-to-l keep your customers forever?。IEEE Transactions on Knowledge and Data Engineering，18(10)，1297-1311。  new window
7.Kumar, V.、Raj an, B.(2009)。Profitable customer management: measuring and maximizing customer lifetime value9。Management Accounting Quarterly，10(3)，1-18。  new window
8.Lauritzen, S. L.(1995)。The EM algorithm for graphical association models with missing data。Computational Statistics and Data Analysis，19(1)，191-201。  new window
9.Liu, D. R.、Shih, Y. Y.(2005)。Integrating AHP and data mining for product recommendation based on customer lifetime value。Information and Management，42(3)，387-400。  new window
10.Malthouse, E. C.、Blattberg, R. C.(2004)。Can we predict customer lifetime value?。Journal of Interactive Marketing，19(1)，2-16。  new window
11.Markic, B.、Tomic, D.(2010)。Marketing intelligent system for customer segmentation。Studies in Fuzziness and Soft Computing，258(1)，79-111。  new window
12.Paas, L. J.(2009)。Database marketing practices and opportunities in a newly emerging african market。The Journal of Database Marketing & Customer Strategy Management，16(2)，1741-2439。  new window
13.Peppers, D.、Rogers, M.(1997)。Don't resist marketing automation。Journal of Sales and Marketing Management，150(10)，32-33。  new window
14.Petrison, L. A.、Blattberg, R. C.、Wang, P.(1993)。Database marketing past, present and future。Journal of Direct Marketing，7(3)，27-43。  new window
15.Pinto, F. M.、Marques, A.、Santos, M. F.(2009)。Ontology-supported database marketing。Journal of Database Marketing & Customer Strategy Management，16(2)，76-91。  new window
16.Shaw, R.、Stone, M.(1990)。Competitive superiority through database marketing。Long Range Planning，21(5)，24-40。  new window
17.Verhoef, P. C.、Spring, P. N.、Hoekstra, J. C.、Leeflang, P. S. H.(2002)。The commercial use of segmentation and predictive modeling techniques for database marketing in the Netherlands。Decision Support Systems，34(4)，471-481。  new window
18.Goodman, J.(1992)。Leveraging the customer database to your competitive advantage。Direct Marketing，55(8)，26-27。  new window
19.Roberts, Mary Lou(1992)。Expanding the Role of the Direct Marketing Database。Journal of Direct Marketing，6(2)，51-60。  new window
20.Bult, J. R.、Wansbeek, T. J.(1995)。Optimal selection for direct mail。Marketing Science，14(4)，378-381。  new window
21.Gupta, S.、Lehmann, D. R.、Stuart, J. A.(2004)。Valuing Customers。Journal of Marketing Research，41(1)，7-18。  new window
22.Han, Jaemin、Han, Dooheum(2001)。A Framework for Analyzing Customer Value of Internet Business。Journal of Information Technology Theory and Application，3(5)，25-38。  new window
23.Hartigan, J. A.、Wong, M. A.(1979)。A k-means clustering algorithm。Applied Statistics，28(1)，100-108。  new window
24.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
25.張心馨、蔡獻富(20041000)。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。資訊管理學報，11(4)，161-203。new window  延伸查詢new window
26.Fayyad, U. M.、Piatetsky-Shapiro, G.、Smyth, Padhraic、The, K. D. D.(1996)。Process for Extracting Useful Knowledge from Volumes of Data。Communications of the ACM，39(11)，27-33。  new window
27.Woodruff, Robert B.(1997)。Customer value: The next source for competitive advantage。Journal of the Academy of Marketing Science，25(2)，139-153。  new window
28.Colombo, Richard、Jiang, Weina(1999)。A Stochastic RFM Model。Journal of Interactive Marketing，13(3)，2-12。  new window
29.Albrecht, K.(1994)。Customer value。Executive excellence，11(9)，14-15。  new window
30.Tsai, M. T.、Tsai, C. L.、Chang, H. C.(2010)。The Effect of Customer Value, Customer Satisfaction, and Switching Costs on Customer Loyalty: An Empirical Study of Hypermarkets in Taiwan。Social Behavior and Personality: An International Journal，38(6)，729-740。  new window
31.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
32.Jen, L.、Wang, S. J.(1998)。Incorporating Heterogeneity in Customer Valuation: An Empirical Study of Health Care Direct Marketing in Taiwan。International Journal of Operations Quantitative Management，4(3)，217-228。  new window
33.Liu, D. R.、Shih, Y. Y.(2005)。Hybrid Approaches to Product Recommendation Based on Customer Lifetime Value and Purchase Preferences。Journal of Systems and Software，77(2)，181-191。  new window
34.Bauer, C. L.(1988)。A Direct Mail Customer Purchase Model。Journal of Direct Marketing，2(3)，16-24。  new window
會議論文
1.Kleissner, C.(1998)。Data mining for the enterprise。The 31st Annual Hawaii International Conference On System Sciences，(會議日期: 1998/01/06-09)。Kohala, Hawaii。295-304。  new window
2.Wong, K. W.、Fung, C. C.、Tamas, G.、Douglas, C.(2004)。Intelligent data mining and personalization for customer relationship management。the 8th International Conference on Control, Automation, Robotics and Vision。Kunming, China。1796-1801。  new window
圖書
1.Hughes, A. M.(2006)。Strategic Database Marketing。New York, NY：McGraw-Hill Enterprises Inc。  new window
2.Kotler, Philip、Keller, Kevin L.(2009)。Marketing Management。Pearson。  new window
3.Tang, Z. H.、MacLennan, J.(2005)。Data Mining with SQL Server 2005。Indianapolis, Indian：Wiley Publishing, Inc.。  new window
 
 
 
 
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