(3.238.96.184) 您好!臺灣時間:2021/05/08 04:38
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:蔡昌穆
研究生(外文):Chang-Mu Tsai
論文名稱:資料探勘在自由行顧客關係管理之應用研究
論文名稱(外文):Applying Data Mining Techniques to Customer Relationship Management for Free Independent Travelers
指導教授:陳煇煌陳煇煌引用關係
指導教授(外文):CHEN, HUEI-HUANG
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
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:61
中文關鍵詞:顧客關係管理自由行群集分析資料探勘
外文關鍵詞:free independent traveler (FIT)cluster analysisdata minigcustomer relationahip management(CRM)
相關次數:
  • 被引用被引用:6
  • 點閱點閱:268
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
由於國人所得的提高,出國旅遊風氣日益興盛,已有為數不少的旅客選擇較傳統團體旅遊更靈活、自由、可選擇性高的自由行作為出國旅遊的方式。國內旅遊市場的版圖近年來更因為團體旅遊下降、個人旅行時代來臨,而面臨產品結構比例調整。且近期兩岸三通可能性大增,往來旅遊人口可望提高,加上先天語言上便利等因素,自由行的市場成長更是被期待。
企業維護顧客關係管理,可以依賴資料探勘工具,找出顧客對產品的偏好及消費模式,並妥善有效運用有限資源,應用在企業的行銷策略與新產品的開發,以提升公司經營上的競爭力。
本研究以個案方式探討,將自由行顧客的資料庫進行倉儲、探勘、特徵以及知識表達,提供旅遊產業不同於傳統經營自由行顧客關係方式的參考。並透過資料探勘中群集分析技術,在自由行顧客中分類出不同的特性,分析不同區隔之顧客型態及購買產品的屬性,以找出顧客的消費特性及評估因素。
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
1.Alex (1999). “Winning CRM strategies”, ABA BANKING JOURNAL , Vol. 91, pp.54-66.
2.Anand, S.S. (1998)"A Data Mining Methodology for Cross-Sales, "Knowledge-Based System (10:1),pp.449-461
3.Bakewell , C. and Mitchell, V. L. (2003). "Generation Y female consumer decision-making style". International Journal of Retail & Distribution Management, 31(2/3), pp.95
4.Berry, M.J.A., & Linoff, G. (2000).Mastering Data Mining, the Art and Science of Customer Relationship Management. NY: John Wiley and Sons.
5.Berry, M.J.A., & Linoff, G.(2004).Data Mining Techniques: For Marketing, Sales, and Customer Support(2nd ed.).NY:John Wiley and Sons.
6.Bowman, D. and D. Narayandas(2001). “Managing Customer Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior.” Journal of Marketing Research 38, pp.281-297
7.Bhatia, A. (1999). Customer relationship management. 1st ed. toolbox Portal
8.Carven, M.W. and Shavlik, J.W., (1997), “Using neural networks for data mining”, Future Generation Computer System, 13, pp.221-229.
9.Chung-Hoon Park & Young-Gul Kim(June 7-11, 1998), “Designing Customer Information System for Dynamic Customer Relationship Management”, Second Asia Pacific Decision Science Annual Meeting, pp.219-221.
10.Dukart ,J.R. (2002),"A Crucial Year for Customer Relationship Management," e-Doc., (16:2), pp.18-23
11.Fayyad,U.,Piatetsky-Shapiro, G., & Smyth, P.(1996)."From data minig to knoledge discovery:An overview". In U. M. Fayyad, G. Piatetsky-Shapiro, P. Smyth, and R.Uthurusamy (Eds.),Advances in Knowledge Discovery and Data Mining ,pp 1-34.Cambridge,Ma:MIT Press.
12.Frawley, W. J., Paitetsky-Shapiro, G. and Matheus, C. J.,(1991),“Knowledge Dis-covery in Databases: An Overview, KnowledgeDiscovery in Databases”, California, AAAI/MIT Press,pp.1-30.
13.Grupe, F. H., and Owrang, M. M., (1995), “DataBase Mining DiscoveringNew Knowledge And Cooperative Advantage”, Information Systems Management, Vol. 12, No.4, pp.26-31.
14.H. Curt, (1995), “The Devil's in the Detail: Techniques, Tools, and Application for Database mining and Knowledge Discovery-Part 1”, Intelligent Software Strategies, vol. 6, no.9, pp.1-15.
15.Han, J., S. Chee, and J. Y. Chiang. June (1998). "Issues for on-line analytical mining of data warehouses." In Proceedings of the 1998 SIGMOD Workshop on Research Issues on Data Mining and Knowledge Discovery (DMKD'98), ACM SIGMOD Record.
16.Juan, M. (1998). Customer information management: The critical foundation to a CRM strategy. DM Review.
17.Kotler, P. (1992). Marketing’s new paradigm: What’s really happening out there. Planning Review, 20, pp.51-52.
18.Kalakota, R., & Robison, M. (1999). E-business: roadmap for success(1st ed.).USA:Mary T. O’ Brien.
19.Linoff, L. (1999). “The two customer lifecycles”. Intelligent Enterprise,2, pp.8-13.
20.Merlin Stone(1996), Neil Woodcock & Muriel Wilson, “Managing the Change from Marketing Planning to Customer Relationship Management”, Long Range Planning, vol. 29, No.5, pp.675-683,.
21.Peel, J. (2002). "CRM: redefining customer relationship management.USA", Elsevier Science.
22.R. Ling & D. C. Yen(, Spring 200), "Customer Relationship Management: An Analysis Framework and Implementation Strategies ", Journal of Computer Information Systems, vol. 41, no. 3, pp. 82-97.
23.Roland T. Rust, Valarie A. Zeithaml, Katherine N. Lemon(2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, The Free Press.
24.Winer, R.S.( 2001), "A Framework for CRM," California Management Review,(43:4), pp.89-149
25.Sung H.H. and Sang, C.P.( 1998),"Application of Data Mining Tools to Hotel Data mart on the Intranet for Database Marketing," Expert System with Applocation,(15:1),pp.1-15
26.Srikant,R., & Agrawal, R. (1996),"Mining sequential patterns: Generalizations and performance improvements", Proceedings of the Fifth International Conference on Extending Database Technology,3-17.Avignon, France.
27.Stanley A. Brown, John Wiley & Sons Canada(2000), Customer Relationship Management —A Strategic Imperative in the World of e-Business, Ltd..
28.Yung, S.T. and Chang, W.L,( 2001), "Mixed-initiative Synthesized Learning Approach for Web-based CRM," Expert System with Applocation,(20:1),pp.187-200
29.交通部觀光局(2007),"中華民國95年國人旅遊狀況調查" ,http://admin.taiwan.net.tw ,(Access date:2008/5/2)。
30.交通部觀光局(2000),"國外個別旅遊定型化契約書範本" ,http://admin.taiwan.net.tw,(Access date:2008/5/2)。
31.沈青慧(1995),「半自助旅遊產品之消費者行為研究-定點旅遊為實證研究」,國立台灣大學國際企業學研究所碩士論文。
32.尹相志(2007),「Microsoft SQL Server 2005 Data Mining資料採礦」,閱知文化。
33.曾煥玫(2000),〈女性自助旅行經驗〉,台灣大學森林學研究所碩士論文。
34.洪維國、王小璠(2001),「CRM 運作架構及服務策略 發展之研究」, 科技與管理學術研討會論文集。
35.陳建豪(2007),「台灣旅遊大調查」,遠見雜誌2007年7月號。
36.遠擎管理顧問公司(ARC)(1999)。台北:顧客關係管理深度解析。遠擎管理顧問公司,115頁。
37.賀力行、林淑萍、蔡明春(2002),「統計學:觀念、方法、應用(第三版)」, 賀力行出版。
38.陳勁甫 古素瑩(2006),海外自助旅行者動機、知覺價值與市場區隔之研究,中華管理評論
39.陳順宇(2000),「多變量分析」,第二版,台北:華泰。
40.藤田憲一(2002) 。簡單易懂! CRM Customer RelationshipManagement。和昌出版社。
41.黃俊英 (2001) 多變量分析 255-289頁,台北:華泰。
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔