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研究生:洪健文
研究生(外文):Chien Wen
論文名稱:使用顧客知識於行銷之決策支援系統
論文名稱(外文):Using Customer Knowledge in Decision Support System for Marketing
指導教授:林清河林清河引用關係
指導教授(外文):Chinho Lin
學位類別:博士
校院名稱:國立成功大學
系所名稱:工業與資訊管理學系碩博士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:91
中文關鍵詞:決策支援系統個人化促銷類神經網路電子商務資料探勘
外文關鍵詞:Personalized PromotionArtificial Neural NetworksDecision Support SystemData MiningElectronic Commerce
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隨著網際網路及電子商務的發展,企業得以與顧客進行一對一接觸並提供電子化的服務。然而,網際網路的便利性卻使得競爭對手遠多於傳統的行銷市場,顧客也因選擇性增多而忠誠度降低,因此,如何吸引及留住網際網路上的顧客對企業而言不啻為一大挑戰。

提供個人化顧客服務以符合顧客需求是一種解決問題的方式。,本文提出一個決策支援系統以幫助企業,使其能於網際網路中提供個人化顧客行銷,以符合顧客個人化的消費需求,藉此達到刺激顧客購買意願,以增加銷售量。本文提出的決策支援系統架構包含三個構成要素:(1) 行銷策略; (2) 促銷類型模組; (3) 個人化促銷產品。

制定行銷策略,並以銷售促銷策略及定價策略為理論基礎;其次,先利用類神經網路中的自適應共振理論(Adaptive Resonance Theory Network, ART)進行市場區隔後,再運用資料探勘技術中的關聯規則探勘(Association Rule Mining)及序列型樣探勘(Sequential Pattern Mining)有效率地分析顧客(包括所有顧客、族群顧客以及個別顧客)消費行為,找出候選促銷產品;最後,利用評估指標對候選促銷產品進行評估以產生最終的促銷產品。另一方面,除了個人化顧客的促銷產品外,本文亦加入差別定價之概念,個人促銷產品的促銷價將隨個別顧客不同的特徵而調整。盼能藉由以上主動的個人化促銷及差別定價,提高顧客忠誠度,增加企業利潤。
With the development of the Internet and Electronic Commerce (EC), businesses have overcome the capable of serving customers electronically. However, the convenient of Internet makes the competitors in Internet more than in traditional market. The customers’ loyalty is so low that it is a difficult problem for a business to attract and retain customers.

One solving approach is to provide the responsive personalized service to satisfy the customer demand. Hence, we propose a decision support system to assist businesses. The business can provide personalized promotion in Internet; that is to say, different customers will be promoted different products for conforming to individual customer’s demand. Our system consists of three components: (1) marketing strategies, (2) promotion patterns model, and (3) personalized promotion products.

We first set up the marketing strategies, and take the sales promotion strategies and pricing strategies among marketing strategies as a base theory. Secondly, we apply data mining techniques to analyze the customers’ behaviors efficiently for discovering candidate promotion products. In the end, we evaluate the candidate promotion products by using the evaluation indicators among personalized promotion products. The system will generate final promotion products which be expected to enhance customer satisfaction and loyalty.
目 錄
中文摘要………………………………………………………..I
英文摘要……………………………………………………….II
致謝…………………………………………………………...III
目錄………………………………………………………….. IV
表目錄…………………………………………………………V
圖目錄……………………………………………………….. VI
第一章 緒論…………………………………………………1
第一節 研究動機背景…………………………………………1
第二節 研究目的………………………………………………2
第三節 論文架構………………………………………………2
第二章 文獻探討…….……………………………………...4
第一節 從傳統行銷到電子商務行銷…………………………..4
第二節 電子商務與網路行銷………………………………….13
第三節 顧客知識的應用……………………………………….17
第四節 電子商務個人化顧客服務…………………………….25
第五節 資料探勘技術………………………………………….30
第六節 交叉銷售與電子型錄………………………………….36
第三章 研究方法……………………………………………39
第一節 研究方法步驟…………………………………………39
第二節 顧客資料探勘…………………………………………40
第三節 行銷策略………………………………………………44
第四節 促銷類型模組…………………………………………48
第五節 個人化顧客服務促銷產品……………….……..…….55
第四章 系統發展……………………………………..…….58
第一節 個人化顧客服務促銷決策支援系統架構……….……58
第二節 促銷策略 ………………………………………….…..60
第三節 個人化促銷產品之產生…………………………….…62
第四節 企業決定產品促銷價……………………………….…65
第五章 效益分析…………………………………………...66
第六章 未來研究與結論……………………………………71
第一節 結論…………………………………….….…………71
第二節 未來研究……………………………………………..72
參考文獻…………………………..………………………….74
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