應用資料探勘於產品平台與顧客需求分析－以運輸物流行動式通訊產品為例

Abstract

由於目前通訊市場的激烈競爭，企業無不竭盡所能的開發各種產品以企圖涵蓋更廣大的市場與滿足不同需求的顧客群，企業認知到必須快速地推出新產品，才能保有競爭優勢。在此情況下，為了讓產品多樣化及快速的推陳出新，使得產品的生命週期不斷的縮短。因此，利用產品平台的概念即是一種產品開發的策略，以各個產品平台產生出差異化的產品進而滿足不同顧客的客製化需求，也經由這樣的策略涵蓋更大的市場及節省開發時間與成本。 另一方面，在產品平台的基礎上，如何進一步了解顧客的需求，以致於能更精確的掌握市場動態於產品開發與產品平台的延伸則是另一個相當重要的課題。針對顧客對各產品功能的不同需求並結合產品平台的開發策略進而產生客製化的產品，以達到節省開發成本與滿足顧客對產品功能需求的雙重目的。 基於企業資訊化的程度越來越高，所產生的資訊也越來越多，如何利用這些資料轉化成對公司有用的管理資訊，為現今各企業爭相投入的重點，本研究即是利用資料探勘中關聯法則的技術及一個案公司之歷史交易紀錄，試圖以此方式找出該個案之產品平台與目標客戶的產品需求，以提供產品開發之參考。

In the keen competition of telecommunication market, the company devotes to develop various products in order to satisfy different customer requirements and cover wilder market. The company recognized that new products have to be published rapidly for securing a good position in the competition. Within this purpose, more configurations were developed. The product life cycle became shorter. Hence, a strategy of product platform is proposed to fulfill such kind of purpose. Extending the product platform can satisfy customized requirement and cover wilder market. On the other hand, how to realize customer requirement is an important topic in product development activity. After realizing customer requirement, to use product platform will be a good tool to fulfill customer demand which can save a lot of developing cost. Informatization has become a key role in the company so it will also create a lot of data in company database. How to use the database and turn over to useful information is a key activity in the company. This study is to use the association rules of data-mining techniques with a real case for figuring out the core product platform of the company and their customer requirements on product function.