一个可弹性支援顾客关系管理与资料库行销之模糊-电子商务学报.PDF

電子商務學報 (原資訊管理研究 )第六卷 第二期 二○○四年九月 149 一個可彈性支援顧客關係管理與資料庫行銷之 模糊 RFM Model 邱宏彬 蘇建源 南華大學資訊管理系所 摘要 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。 關鍵字：顧客關係管理、資料庫行銷、模糊分割、資料方塊、關聯法則 A Flexible Fuzzy RFM Model for CRM and Database Marketing Hung Pin Chiu Chien Yuan Su Institute of Information Management NAN HUA University Abstract 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