一個可彈性支援顧客關係管理與資料庫行銷之模糊RFM Model

A Flexible Fuzzy RFM Model for CRM and Database Marketing

10.6188/JEB.2004.6(2).01

邱宏彬(Hung-Pin Chiu)；蘇建源(Chien-Yuan Su)

顧客關係管理 ； 資料庫行銷 ； 模糊分割 ； 資料方塊 ； 關聯法則 ； Customer Relationship Management(CRM) ； Database marketing ； Fuzzy partition ； Data cube, Association rules

電子商務學報

6卷2期（2004 / 09 / 01）

149 - 173

繁體中文

在現今競爭激烈的環境下，瞭解與滿足顧客的需求是企業獲利的關鍵因素，過去以產品為導向的行銷策略逐漸轉變為以顧客為導向的行銷策略，顧客與企業的關係也比過去更加地密切，也因此顧客關係管理就成為當今企業非常重視的議題。透過RFM 值的分析可以量化顧客消費行為並且衡量顧客的忠誠度和貢獻度。傳統的RFM Model 有許多缺失與限制。本研究利用模糊分割（Fuzzy Partition）的觀念將RFM 值量化並表示成3維的資料方塊（Data Cube）以建構一模糊RFM Model。以該Model 為基礎可進行顧客分群、顧客特性分析、以及挖掘RFM的模糊關聯法則，以便提供更具彈性且有效的資訊，作為企業在制定客製化行銷策略的正確決策上的一個有力的參考依據。

In the era of great competition, understanding and satisfying the users' requirements are the critical tasks for a company to make a profit. The customer-oriented marketing strategy makes the relationship between customers and business much closer incrementally such that customer relationship management becomes the important business issue at present. Through the RFM analysis, we can quantify the consuming behaviors of customers to measure their loyalties and contributions .The traditional RFM models have many disadvantages and limitations. This research proposes a fuzzy RFM model based on the fuzzy partition and 3- dimensional data cube representation. By using the fuzzy RFM model, we can segment the customers, analyze the customer preferences, and discover the fuzzy RFM association rules to provide the flexible and effective information by which the managers can make correct business decisions for marketing strategies.

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