臺灣博碩士論文加值系統

在市場區隔的基本架構下，行銷人員以人們重視的價值、需要或態度，發展出所謂的價格取向區隔、服務取向區隔，或品質取向區隔等，將所有顧客均涵蓋在內；在實務上，他們卻很難找出，被他們劃分在特定區隔內的，究竟是哪些人。因此，為強化與顧客的關係，企業與顧客間關係的經營自是相當重要。
本研究先以信用卡的使用型態做為市場區隔化，以區分出重要價值客戶、潛在價值客戶、低價值客戶等，再分別探討重要價值客戶與潛在價值客戶等的特性，並且建立與維持關係行銷中的顧客關係管理，最後再以預測法方式，來預測新進來的客戶是屬於哪種類型的客戶，以利做行銷並建立顧客關係管理。本研究的結論可歸納為：目前消費者對於信用卡服務的重視項目中，以安全性與便利性佔了前五名的位置，顯示如何讓消費者在信用卡上刷得安心，刷得方便才是最重要的。而在滿意度方面，信用卡的方便性在消費者的心目中佔了較高的滿意度。要保留顧客必須有良好的服務，找到各群集所重視與滿意構面，並只要針對群集內所重視的服務進行改善，可以減少企業全面提昇服務成本，並了解群集間重視與滿意的差異。本研究所建立之倒傳遞類神經網路模式，是以人口統計變數作為顧客價值分類之預測，因為對於企業來說，人口統計資料在市場上是最容易取得的，因此，對於一個新顧客的加入，可以從人口統計資料中，經由類神經模型的分析，進而來評估各顧客的顧客價值。本研究所預測新顧客所屬之顧客價值群集正確率為0.4337，表示當信用卡業者可以藉由本研究之倒傳遞類神經網路初步預測新顧客所屬群集，其中又以預測分析群集E(高度價值型顧客群)預測分類正確率為0.7143，更能夠讓信用卡業者利用本研究模型準確的找到高價值的顧客群，以幫助信用卡業者進行一對一行銷策略，確實利用企業有限資源對顧客進行顧客關係管理，以達到減少企業資源浪費、提昇企業的競爭力。

This study first used the usage of credit card as the market segmentation, discriminating the most important value’s customers, the latent value’s customers, and low value customers, then separately discusses and analysis the characteristic of most important value’s customers and the latent value’s customers, and establishing and maintain the customer relationship management in the relationship marketing, at the end using the method of prediction to forecast the new customer which type of customer was belongs to, in order to assist the marketing and establish customer relationship management. The conclusion of this study may induce: Presently consumers regarding in the credit card service, how to demonstrate them relieved to use the credit card, at safty and convenience occupied the first five positions. But in the satisfaction aspect, the convenience of credit card occupied higher satisfaction in consumer''s mind. In order to retain the customers requiring to have good service, find the premium and satifaction aspect in each cluster, and focus on the premium services to improve, the effective may reduce the cost of the total improving service in the enterprise and understand the difference between the premium and satisfaction. This study established the model of backpropagation neural network, and using the data of population to predict in classification of csutomers’ value because the data of population is easiest to obtain in the market to enterprise; therefore regarding one new customer''s joining, may analysis through the model of neural network from the data of population then appraise various customers'' customer value.
This study predicted the new customer whom belongs to the cluster, with the correct rate of 0.4337, it expresses that credit card company may obtain the prediction of new customer cluster initially through backpropagation neural network, also may gather the cluster E of prediction analysis, which is cluster of highest protential customer, with the correct rate of 0.7143; it can be more accurately that let the credit card company use this research model to find the cluster of highest value customer, helps the credit card company to carry on one to one marketing strategy, truly carries on the customer using the enterprise limited resources to the customer relationship management, and achieves the goal that they can reduced the wasting of resources in the enterprise, and promote enterprise''s competitive ability.

目 錄
中文摘要………………………………………………………………….i
英文摘要…………………………………………………………………ii目錄……………………………………………………………….……..iii圖目錄……………………………………………………………….…...v
表目錄…………………………………………………………………...vi
第一章 緒 論…………………………………………………………..1
第一節 研究背景……………………………………………….…1
第二節 研究動機….………………………………………………2
第三節研究目的………………………………………………….2
第四節研究流程………………………………………………… 3
第五節論文架構………………………………………………….4
第二章 文 獻 探 討…………………………………………………..5
第一節 信用卡…………………………………………………….5
第二節 關係行銷..……………………..………………………...10
第三節 市場區隔………………………………..……………….12
第四節 信用卡與市場區隔變數的選擇………………………...16
第五節 RFM模式………………………………………………. 19
第六節 類神經網路……………………………………………...22
第三章 研究方法…………………………………………..…………24
第一節 研究架構………………………………………………...24
第二節 研究變數與操作型定義……………...…………..……..25
第三節研究假說………………………………………………...26
第四節 問卷設計………………………………………………...27
第五節 資料分析方法………………………………………….. 32
第六節研究限制………………………………………………...33
第四章 資料分析…………………………………………..…………34
第一節 樣本描述……………………..………………………….34
第二節使用型態分析……………..…………………………….36
第三節人口統計變數之分析…………………………………...41
第四節建立類神經網路於顧客人口的基本統計變數對信用卡顧客價值之區別與預測分析……………………..…….44
第五節生活型態分析…………………………………………...54
第六節信用卡服務品質重要度分析…………………………...60
第七節信用卡服務品質滿意度分析…………………………...67
第八節信用卡服務品質重要項目分析與滿意度……………...74
第九節研究結果………………………………………………...78
第五章 結論與建議…………………………………………..……....80
第一節 結論…………………………………………….………..80
第二節整合分析…………………………………..…………….80
第三節行銷策略建議………………………………..………….82
第四節後續研究建議…………………………………………...83
參考文獻 …………………………………………………………..…84
附 錄 一 ：問卷調查表…………………………………………...89

參考文獻
1.方世榮編譯，Kolter, Philip 著，行銷管理學－分析，計劃，執行，與控制，1999，第9 版，台北：東華書局。
2.王志剛、謝文雀譯，消費者行為，1995，台北：華泰書局。
3.吳明隆，SPSS 統計應用實務，2000，台北：松崗出版社。
4.李永年，消費者服務品質認知研究---以加油站為例，1998，政大企研所未出版之碩士論文。
5.周志峰，經常使用循環信用之持卡人區隔特性描述及消費行為研究，1996，國立台灣大學商學系碩士論文。
6.林憶萍，台北市女性消費者生活型態之區隔對汽車屬性、汽車銷售廣告訴求之偏好研究─以大學女學生為例，1997，國立交通大學管理科學研究所碩士論文。
7.洪哲裕，信用卡行銷策略與信用評等，1998，輔仁大學應用統計學研究所。
8.洪順慶，行銷管理，1998，台北：新陸書局。
9.許碧芳，百貨公司認同卡市場區隔與持卡意願之研究，1995，銘傳大學管理科學研究所碩士論文。
10.陳文瑋，多變量統計方法應用於信用卡之市場區隔，1998，成功大學統計學研究所。
11.陳順宇，多變量分析，2000，第二版，台北：華泰書局出版。
12.葉玉梅，金融機構信用卡消費行為之研究，1993，政治大學企業管理研究所碩士論文。
13.葉至誠、葉立誠，研究方法與論文寫作，2000，台北：商鼎文化出版社。
14.葉怡成，應用類神經網路，2001，台北：儒林出版社。
15.葉怡成，類神經網路模式應用與實作，2000，台北：儒林出版社。
16.廖啟文，消費者服務品質認知差距的研究---以國內信用卡市場為實證研究對象，1994，台大商研所未出版之碩士論文。
17.劉穎壽，資料庫行銷---顧客資料庫的建立及其應用之研究，1994，政大企研所未出版之碩士論文。
18.謝文川，使用者生活型態及其使用行為之分析，1996，國立交通大學資訊管理研究所碩士論文。
19.簡妤玲，探討證券業網路下單服務品質之顧客滿意度，2001，東華大學企業管理研究所碩士論文。
20.財政部金融局，http://www.boma.gov.tw，2003年。
21.許立武，證券業網路下單消費者行為與服務品質之探討，2002，東華大學企業管理研究所碩士論文。
22.唐光平，信用卡消費者消費行為模式之研究，1996，義守大學管理科學研究所碩士論文。
23.丁憲浩，信用卡市場區隔之研究--以台北市為例，1995，交通大學科技管理研究所碩士論文。
24.Berkman, H. W., and Gilson, C., Consumer Behavior: Concepts and Strategies, Life Office Management Association, 1974, The Dryden Press, Inc , New York, NY.
25.Berry, L. L., “Relationship Marketing of Services-Growing Interest Emerging Perspectives, ” Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1991, pp. 236-245.
26.Berry, M. J. A. and Linoff, G.,“Data Mining Technique for Marketing, Sale, and Customer Support,”Wiley Computer, 1983, Prentice-Hall, Inc, Englewood Cliffs, NJ.
27.Boote, A. S., “Market Segmentation by Personal Value and Salient Product Attributes,”Journal of Advertising Research, Vol. 21, No. 1, 1981, pp. 30-35.
28.Brien, S and C. Jones,“The Search for Profitable Customers,” ABA Banking Journal, Vol. 33, No. 2,1995, pp. 19-20.
29.Engel, J. F., R. D. Blackwell, and P. W. Miniard, Consumer Behavior, 8 th Ed., 1995, The Dryden Press, Inc , New York, NY.
30.Evans , Joel R. and Laskin ,Richard L. , “The Reliationship Marketing Process, ”A Conceptualization and Application, Industrial Marketing Management ,Vol. 23, No. 3, 1994, pp. 439-452.
31.Frank, R. E., W. F. Massy, and Y. Wind, Market Segmentation, Englewood Cliffs, 1972, Prentice-Hall Inc, New York, NY.
32.Glorfeld, Louis W.; Hardgrave, Bill C, “ An Improved Method for Developing Neural Networks: The Case of Evaluating Commercial Loan , ” Computers & Operations Research, Vol. 23 , No. 10, 1996, pp. 933-945
33.Haley, R. I., “Benefit Segmentation: a Decision Oriented Research Tool, ” Journal of Marketing, Vol. 32, 1968, pp. 30-35.
34.Harvard, B. J., “Zero Defections: Quality Comes to Services,” Business Review, Vol. 68, No. 5, 1990, pp. 105-107,
35.Howard, J. A., and Sheth, J. N., The Theory of Buyer Behavior, 1969, John Wiley & Sons. Inc, New York, NY.
36.Hughes, Stella , “ Times Higher Education Supplement ,”Old softies , Vol. 1155, No. 7 , 1994, pp. 18-22.
37.Kotler, P., Marketing Management, Analysis, Planning, Implementation and Control, 1992, 3th ed., Prentice-Hall , Inc , New York, NY.
38.Kotler, P., Principles of Marketing, 1996, 7th ed. Prentice-Hall Inc, New York, NY.
39.Magson, M Robert & Hunt, D. Shelby , “The Commitment-Trust Theory of Relationship Marketing, ” Journal of Marketing, Vol. 58, No.3, 1998, pp. 20-38
40.Marcus, B.W., Modern Marketing, 1975, Prentice-Hall Inc, New York, NY.
41.Martilla, J. A., and J. C. James, “Importance-Performance Analysis,” Journal of Marketing, Vol. 41, No. 1, 1977, pp. 77-79.
42.McDonald M., and Dunbar I., Market Segmentation-- How to Do It, How to
Profit from It, 2nd ed,1998, Macmillan, Inc, New York, NY,
43.Overall, J. E., and C. J. Klett, Applied Multivariate Analysis,1972, Mcgraw-Hill, Inc, New York, NY, .
44.Parasuraman, A., V. A. Zeithaml, and L. L.Berry, “Communication and Control Process in the Delivery of Service Quality,” Journal of Marketing, Vol. 52, No. 2, 1988, pp. 35-48
45.Petty, R. E., J. T. CacioPPo, and D. Schumann, “Central and Peripheral Routes to Advertising Effectiveness,” Journal of Consumer Research, Vol. 44, No. 10, 1988, pp. 135-146.
46.Plummer, J. T., “The Concept and Application of Life Style Segmentation, ” Journal of Marketing, Vol. 38, No. 1, 1974, pp. 33-37.
47.Reynolds, F. D., and Darden, W. R., “Constructing Life Style and Sycho Raphics, ” Life style and Psychographics, Vol. 44, No. 9, 1974, pp. 74-76.
48.Robert J. Kent, & Chris T. Allen , “Competitive Interference Effects in Consumer Memory for Advertising,” Journal of Marketing , Vol. 28, No. 8, 1994, pp. 97-106.
49.Shahala , Butler, “Changing the Game: CRM in the E-World,” The Journal of Business Strategy, Vol. 31, No. 5, 2000, pp. 13-14.
50. Shani, Y, and Chalasani, B, “Exploting Niches Using Relationship Marketing, ” Journal of Consumer Marketing, , Vol. 9, No. 3, 1992, pp.10-33,
51.Smith , J. Brock and Donald Barclay ,W. , “The Effects of Oganizational Differences and Trust on the Effectiveness of Selling Partner Relationships, ” Journal of Marketing ,Vol. 61, No. 5, 1997, pp. 3-21.
52.Smith, W. R., “Product Differentiation and Market Segmentation as Alternative Marketing Strategies, ” Marketing Management, Vol. 4, No. 3, 1995, pp. 63-65.
53.Tabachnick B. G., and L. S. Fidell, Using Multivariate Statistics, 2nd ed.,1989 , Harper & Row Inc, New York, NY.
54.Wells, D. W., and D. J. Tigert, “Activities, Interests, and Opinions,” Journal of Advertising Research, Vol. 11, No. 8, 1971, pp. 27-35.
55.Wendell, R. S., “Product Differentiation and Market Segmentation as Alternative Marketing Strategies,” Journal of Marketing, Vol. 21, No. 7, 1956, pp. 3-8.
56.Wild, Y., and Green, P. E., “Some Conceptual Measurement and Analytical Problems in Life Style Research, ” Life Style and Psychographics, Vol. 36, No. 10, 1974, pp. 99-126.
57.Wind, Y., “Issues and Advances in Segmentation Research,” Journal of Marketing Research, Vol. 28, No. 7, 1978, pp. 317-337.
58.Yankelovich, D., “New Criteria for Market Segmentation,” Harvard Business Review, Vol. 42, No. 2, 1964, pp. 83-90.
59.Zaltman, G. and P. C. Burger, Marketing Research：Fundamentals and Dynamics, 1975, Dryden Press Inc, Hinsdale, Ill