水產養殖業之策略性顧客資料探勘研究

Strategic customer analysis of the aquatic industry by data mining approaches

高韓英；蔡潔茵

水產養殖業 ； 顧客關係管理 ； RFM分析 ； 分群法 ； 個案研究 ； Aquatic Industry ； Customer Relationship Management ； Recency-Frequency-Monetary (RFM) Analysis ； Clustering ； Case Study

資訊與管理科學

9卷1期（2016 / 07 / 30）

4 - 21

繁體中文

水產養殖業在台灣有相當的歷史，由於良好的地理環境與人力資源，其產值對於台灣具有重要的經濟貢獻。近年來面對內部環境的變遷、及國際市場的挑戰，如何設計具競爭力的行銷策略，對於水產養殖業之經營更顯重要。本研究擬採用資料探勘方法，進行水產養殖業之顧客關係策略分析。本研究以台灣東部某水產養殖業者為個案，利用RFM (Recency, Frequency and Monetary) 模型分析其企業型顧客採購行為，並以K-means方法將顧客與商品分群分析，以詳盡分析顧客的消費傾向，據以區隔市場並規劃日後的行銷策略，以利於提高顧客忠誠度及產品的行銷效益。預期分析結果能提供有效之行銷策略之建議，並提升水產養殖業者顧客關係管理之競爭力。

This study proposes a strategic analysis for the aquatic industry in the eastern Taiwan. From the perspective of customer relationship management, this work first uses the recency-frequency-monetary (RFM) analysis to extract customer features. Further, we adopt clustering techniques for identifying market segments and customer relationship promotion strategies. A case study of an aquafarm in the eastern Taiwan is conducted. The expected benefits include promoting the competitive advantages of the local business and ultimately contributing to environment friendliness and lasting survival.

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