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研究生(外文):Chang-Mu Tsai
論文名稱(外文):Applying Data Mining Techniques to Customer Relationship Management for Free Independent Travelers
外文關鍵詞:free independent traveler (FIT)cluster analysisdata minigcustomer relationahip management(CRM)
  • 被引用被引用:6
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Due to the increase of income and the popular traveling style to go abroad, more and more travelers favor Free Independent Traveler(FIT), a more flexible and diverse way, instead of traditional group tour. In response to the unpopular group tour and the coming era of individual travel, the domestic traveling market has been structurally adjusted in recent years. Furthermore, in the near future, it is expected that the increasing amount of passengers due to the practice of cross-strait flight could induce the market growth of FIT.
Data mining is a reliable tool for enterprise to maintain the customer relationship management. It can be used to find out customer’s personal interest and consuming pattern; and it can also be applied in marketing strategies decision making and new product development through handling the limited resources efficiently in order to enhance the manageable competition for enterprise.
This thesis study was conducted through on individual case. The information of FIT customers were input into the database to proceed the storing, mining, characterizing and knowledge expressing to provide the travel industrial with the reference materials that was different from the traditional operation. Through the technique of cluster analysis, we can categorize the variant types of FIT customers. We also analyze the variant types of customers and product attributes in order to identify the consumptive factors of customers and other evaluative factors.
Abstract i
摘要 ii
謝誌 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究範圍 2
第四節 研究限制 3
第五節 論文架構 3
第六節 研究程序 4
第二章 文獻探討 6
第一節 自由行 6
第二節 顧客關係管理 7
第三節 資料探勘 10
第四節 群集分析 12
1. 階層式群集方法 14
2. 非階層式群集方法 15
3. 密度型演算法 16
第三章 研究方法 19
第一節 研究分析流程 19
第二節 研究架構 19
第三節 資料前處理 20
第四節 自由行資料分析 22
第五節 群集分析 22
第四章 資料分析結果 26
第一節 個案公司自由行資料描述 26
(1) 自由行每月人數 27
(2) 自由行顧客的性別特性 27
(3) 自由行顧客的年齡統計 28
(4) 自由行目的 29
(5) 自由行顧客的身份 30
(6) 自由行國家城市的統計 31
(7) 自由行其他統計 32
第二節 顧客群集分析 34
第三節 平均每日貢獻金額 38
第五章 結論 40
第一節 群集分析結果討論 40
第二節 管理意函 42
第三節 未來研究方向 43
參考文獻 45
附錄1:群集分析數據 49
附錄2:自由行問卷 51
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